The B2B Account Journey: The Complex Road to the Close

The B2B Account Journey: The Complex Road to the Close

Available On-Demand (Originally Broadcast January 25, 2018)
We’ve heard the statistic—an average of eight buyers are involved in the B2B decision process. But how does each buyer’s journey contribute to the purchasing experience of the organization as a whole? That’s the B2B account journey, and it impacts everything from account-based marketing to messaging.