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ISBM Pulse: buyer

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

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

April 8, 2024

B2B Buyers Outline Their Most Valuable Content Types at Each Stage of the Purchase Journey

A recent survey of B2B buyers revealed their preferences for content type, delivery, and timing.

May 15, 2023

Horizontal Referrals in B2B Markets (Hada, De Bruyn, and Lilien 2023)

Although horizontal referrals are common in B2B industries, managers must consider several different factors to increase their chances of receiving the best possible referral from a supplier.

May 8, 2023

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ISBM Pulse: buyer

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

B2B Buyers Outline Their Most Valuable Content Types at Each Stage of the Purchase Journey

Horizontal Referrals in B2B Markets (Hada, De Bruyn, and Lilien 2023)

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