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....

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