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Younger Generations Are Shaking Up B2B Buying — Are You Prepared?

April 8, 2024

According to Forrester, younger and older B2B buyers have different decision-making processes and sources of value.

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Tags: innovation, buying, revenue, buyer, journey, symbolic value, integration, buying journey, tactics, experience, transactions, economic value, functional value, experiential value, participation, decision, cycle, creation, co-creation, co-innovation
Category: Business Readings
Topics: sales and marketing, E-commerce, Buying and procurement, Sales

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Younger Generations Are Shaking Up B2B Buying — Are You Prepared?

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