Today’s B2B buyers are better informed and further down the selection road than ever before by the time they reach out to contact a salesperson. In addition to the above graph, studies show that the B2B decision-making process is in the range of 70-80% complete by the time the salespeople is brought into the discussion on what product to select. 
These findings support well documented research about the increasing power of the B2B buyer, who is less reliant on traditional sales engagement, especially in the early stages of the buying cycle.
So, tabletop marketers and sellers, have you changed your strategies? Or, are you still using traditional methods of building brand awareness and selling?
