THE BUYERSPHERE 2013: Give your buyers what they want

The Buyersphere Report reveals your customers’ behaviour patterns during the buying process. Alex Aspinall explores the findings

Believe it or not, it’s possible to underestimate the complexity of the B2B buying process. We all know about the challenging combination of long buying cycles, multi-stakeholder engagement, well-briefed gatekeepers, inbox overload, rational decision-making processes and tight budgets serving to make B2B marketing pretty challenging. But when you go and ask B2B buyers to describe exactly what goes in to the decisions they are making, things begin to look even more complicated.