Business-to-business (B2B) purchases were once characterized 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 “micro-moments” are becoming more important, as prospective customers can view detailed product specifications, comparisons and reviews at the touch of a button.
“When you put it in the context of micro-moments, customer needs are changing. They’re getting informed faster. They have access to more information at their fingertips,” Bence Gazdag, VP of Global Marketing Technology at...