| While the path-to-purchase expectations of B2B organizations are heavily influenced by our own experiences as consumers, the buying dynamics in B2B are very different than those in B2C. We’ve all 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 buying organization as a whole? That’s the B2B account journey, and it impacts everything from account-based marketing to messaging. |
