How B2B Organizations Can Adapt to Changing Buyer Expectations

“Sometimes the things we can’t change end up changing us.” This unattributed quote feels particularly relevant as we all are in the midst of change that we didn’t anticipate for 2020. Yet, what is up to our discretion is how we react and respond to this change. B2B buyers and prospect audiences have already enacted significant changes to their daily operations and functions, which means B2B companies must shift in kind to mirror their new normal. While change can seem particularly daunting when
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