b2c2b is the new b2b

The most recent StackOverflow developer survey shows 77% of developers prefer to use a free trial as a way to research a new service. Forrester Research reported that 93% of b2b buyers prefer self-service buying online. And a Harvard Business Review study found “that [b2b] customers are, on average, 57% of the way through the [purchase] process before they engage with supplier sales reps.” Because of this, b2b sales require internal advocates—called mobilizers—that can build consensus around purchase decisions. » about 400 words