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“Over the past two years alone, relevancy of services as a key B2B selection factor rose by 33%, while relevant expertise also made a growing impact on client satisfaction, loyalty, and referrals – all of which either plunged to historic lows or stagnated over the same period – according to Hinge Research Institute’s ‘Inside the Buyer’s Brain’ study.
Add to this the now urgent move towards digital, and there is little doubt that B2B service providers will have to redraw their buyer journey maps.
The study monitored changes in professional services buyer and seller behaviors at a time of unprecedented marketplace shifts and uncertainty.”
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