B2B PR and marketing agencies are constantly looking for how industry trends and new technology are impacting the B2B buying cycle. McKinsey is shedding some light on recent changes, according to a blog post on Inflexion Point.
McKinsey’s research identified that B2B customers regularly use an average of six different ways of interacting with vendors to get the information they need – and showed that two-thirds come away frustrated by inconsistent experiences.
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