B2B companies are hedging their bets on omnichannel sales. Although some B2Bs once jumped on pandemic-related swings from only e-commerce and then back to field sales, more buyers are aiming for balance. A recent McKinsey global survey of thousands of B2B decision makers found that they now want a mix of in-person interactions, remote contact via phone or video, and e-commerce self-service across the purchasing journey.
To read the article, see “The new B2B growth equation,” February 23, 2022.