One of the recurring themes in this discussion has been the concept of thinking in terms of a buying process not a selling process. Many times when I speak about this topic publicly, there is general ...

Marketers, by now, are well-versed in the customer journey. And for good reason: being aware of the twists and turns a customer takes on the way to a sale is incredibly instructive—not to mention ...

In the complex world of B2B sales, there is often confusion between the selling journey and the buying journey. Many businesses mistakenly assume that these two processes are naturally aligned, or ...

If you are not included in that answer, you are not just ranked lower; you are effectively erased from consideration.”— ...

Imagine you're about to make a significant purchase for personal or business reasons—a decision involving considerable consequences and investment of time, effort, and money. Consider a scenario where ...

Welcome to the era of the self-serve B2B tech buyer. According to recent data, B2C trends like convenience and access to easy-to-find product information like pricing and peer-to-peer reviews have ...

Shopping habits have changed in the last three years, across both the B2B and B2C landscape. Consumers who may have been hesitant to buy online began to do so for safety reasons and wound up embracing ...