If succeeding in future digital commerce endeavors is a B2B enterprise’s goal, then that company needs to rethink its approach to customer engagement and how it invests in people, processes, and technology to power that engagement across all channels.
Indeed, according to new research from Forrester Consulting, B2B buyer demands have changed the game for B2B sellers. The former now expects a consistent and personalized experience in every stage of its purchasing journey.
