Businesses Must Prioritise Data in Shift to Digital Sales


The rush to digital platforms presents a huge challenge for B2B sales teams. Having insight into the right data – across all channels – will be key to their success

The events of the past 18 months have accelerated many organisations’ digital transformations by months or, in some cases, years. In particular, we saw a surge of investment in digital sales channels with in-person meetings and physical purchases no longer an option.

This has been reflected in a wave of online purchasing – both by consumers and in business to business (B2B) transactions. Indeed, B2B online shopping increased by almost a quarter last year, with 46% of purchases now made online. Additionally, more than three quarters of B2B buyers say they now prefer purchasing online and remote interactions with sales reps. Only about 20% of B2B buyers say they hope to return to in-person sales post-pandemic.

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