Over the past few years, the B2B buying process has changed dramatically. Modern B2B buyers are becoming more aligned to a B2C journey through the consumption of tailored content and personalised experiences. This has led to a misalignment between more traditional sales processes and the modern buyer’s purchasing behaviour.  

The Millennial and Generation Z demographics are evolving into the decision makers who will decide the future of the B2B buying process. Modern buyers are likely to carry out their own research, so by the time they engage with a brand, they will have probably made the decision to buy into a product or service.  

It is imperative that brands have a robust digital marketing strategy that meets the demands of a contemporary B2B audience. Here are four tips on how to capture the attention of the modern B2B purchaser.