B2B marketing has traditionally had a slower uptake than B2C because of the size, complexity, and pace of most B2B transactions, and the general confidence buyers have in field sales models for larger purchase decisions.
But when the pandemic accelerated digital uptake, the results were more positive than anyone expected. More than 75% of buyers and sellers are now reporting a preference for digital self-service and remote engagement in place of face-to-face sales processes. Even more notably, a full 70% of B2B buyers are open to making purchases in excess of $50,000 without in-person interaction.
