Would you say that B2B buyers talk more to sales reps than B2C buyers do?
Many believe that B2B purchases are too complex which is why B2B customers avoid digital channels to make decisions.
According to new research by McKinsey, that's not really the case.
B2B buyers require both the help of sales reps and the power of digital to purchase, however, what determines the channel of choice is whether or not the buyer is making a first-time purchase.
What's also interesting is that industry sector is not a factor in customers’ decisions to turn to a digital channel rather than a traditional one when deciding what to buy.
Let's look at the first learning.