E-commerce Marketing & Sales March 4, 2022B2B 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. We strive to provide individuals with disabilities equal access to our website. If you would like information about this content we will be happy to work with you. Please email us at: McKinsey_Website_Accessibility@mckinsey.com To read the article, see “The new B2B growth equation,” February 23, 2022.