The classic stereotypes of B2B tech buyers no longer hold true. They are more likely to arrive tattooed and in sneakers and jeans than a suit and tie, and like the consumers they are outside of work, they don’t want to be sold to. Deals no longer hinge on cold calls, as B2B tech buyers want to shop anonymously for as long as possible. Most importantly, they want to buy on their terms. Some of this can be attributed to the rise of service-minded e-retailers like Amazon, a standard....

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