Salesforce pivots as B2B buyer pressures emerge | WARC | The Feed

B2B buyers in charge of major procurement projects are under new pressures due to the ongoing economic crunch, and brands need to be able to respond accordingly, says a senior Salesforce executive.

Why it matters

With recession looming in several major markets, many companies are looking to minimize costs and ensure maximum efficiency per dollar spent. For B2B brands, this means they must react to longer sales cycles and new pressures on buyers with relevant marketing messaging and portfolio management strategies.