It is clear that B2B buying changed in 2020.

When working norms undergo such massive transformation as they did during a pandemic year, so do the ways that individuals consume information, communicate with their peers, and make decisions.

Change has been rapid, and it may also be permanent. Only one in five B2B buyers are hoping for a return to direct in-person sales according to McKinsey, and despite forecasts as far ahead as 2025, the Pew Research Center assures us that nobody wants to return to business as usual.

As buyers embrace new ways of doing business, now is the time to re-examine lead generation based on a few crystal-clear modern trends that have emerged.

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