Enterprise technology buying is changing, driven by two major trends: the consumerization of B2B and a generational shift as Millennials step into decision-making roles. This has implications for everyone working with Millennials throughout the B2B buying journey – and ultimately the journey of turning customers into advocates.
The Consumerization of B2B
Increasingly, B2B buyers have been approaching the technology purchase process through the lens of B2C. 81% of buyers indicate that the....