HomeResearch Articles The New Buyer's Journey: Fortifying Your Messaging Strategy

The New Buyer's Journey: Fortifying Your Messaging Strategy

  • Almost two-thirds of all b-to-b buying decisions involve a buying group – ranging from a few members to large teams with varying degrees of complexity
  • Each buyer in a buying group has unique needs, and individual buying behavior may change when group dynamics take over
  • Portfolio marketing has taken more of a one-to-one approach to messaging that is not keeping up with one-to-many buying and selling environments
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