According to recent research from Sopro, most marketers and salespeople believe that B2B buyers are less trusting of prospecting today than in the past.
The report, based on a survey of 442 B2B decision-makers in the UK and US, found that buyers now expect more information and personalization and tend to be further along in their research before engaging with salespeople.
Deals now involve more decision-makers on the buyer side and decision timelines are longer, according to 34% and 44% of respondents, respectively.
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How B2B Prospecting Has Changed
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