The B2B buying journey is increasingly complex, with more channels, more people involved from more functions, more interactions – all of which affects the sort of content that marketers need to put out and where they put it.

Why it matters

Marketers need to understand who is leading the purchase process in order to map a buyer journey. A buyer interaction model, charting self-guided and personal interactions on one axis and the level of vendor control over interactions on the other, can help guide thinking about the places buyers are going and the messaging that needs to appear there.

Takeaways...