'Micro-moments' shape B2B Marketing | WARC | The Feed
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'Micro-moments' shape B2B Marketing
Business-to-business (B2B) purchases are increasingly shaped by “micro-moments”, a shift that will demand a strategic rethink from many brands in this sector.
Why it matters
Purchases in the business-to-business (B2B) space were once characterised by long purchase cycles, drawn-out periods of information-gathering and a few key “moments of truth”, such as in-person meetings and trade shows. Rapid growth in the number of digital resources available to B2B buyers, however, means that smaller, more frequent interactions are becoming more important.
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