Tumultuous trends in buyer behavior make it harder for marketers to balance immediate priorities – for example, revenue creation and acceleration – with medium- to long-term objectives like building reputation and market differentiation.
Our annual B2B Client Buying Index (CBX) survey of over 300 senior decision-makers reveals how fractured the marketplace has become.
Seven in 10 buyers agree that the risk of making a poor decision has increased as solutions become more complex and costly. Around half of buyers say it’s harder to make purchase decisions than it was two years ago.
So, how are marketers responding? How is the role of Account-Based Marketing (ABM) evolving? And where do we go from here?