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A Revenue Playbook for the Changing B2B Buyer Journey
Demand Generation — Tue., Jul. 29, 2025Companies are facing longer, more complex buyer journeys with more buyers wanting a rep-free sales experience and GenZ wanting more information and peer recommendations. Buyers are also unhappy with their recent B2B buying experience.
Offering a seamless self-service buying experience supported by sales and marketing is a conundrum for sales and marketing teams. This is made more complicated by selling to different types of buyers in different markets. However, by working together, they can deliver.
Leaders must create ideal customer profiles and understand the buyer journey to effectively communicate with regional teams and provide a successful buying experience. Data is key to understanding buyer intent and patterns. Sellers must also adapt to regional needs and establish strong leadership in-region.
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A Revenue Playbook for the Changing B2B Buyer Journey
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