The B2B buying journey gets more complex

The B2B buying journey is increasingly complex, with more channels, more people involved from more functions, more interactions – all of which affects the sort of content that marketers need to put out and where they put it.

The B2B buying journey is as complex as it’s ever been: more channels, more people involved from more functions, more interactions. And all of that affects the sort of content that marketers need to put out and where they put it.

Shifts in behaviour have been tracked by research firm Forrester, which has, since 2015, been running a global study every other year, surveying almost 1,000 respondents (functional leaders and professionals) in B2B organisations across more than 15