72% of B2B buyers say they prefer a rep-free purchase experience, indicating they are embracing online research and digital commerce buying, according to Gartner research. However, B2B buyers struggle to make high-quality purchases due to factors such as environmental uncertainty, organizational change, fractured group buying dynamics, and exposure to conflicting information. B2B marketing leaders should join this panel of Garner experts to learn how to partner with sales to integrate digital and human engagement. We’ll also share actions you need to take to help key B2B buyer personas conduct the type of learning necessary to confidently reach buying decisions.

• Align customer engagement to the digital-first B2B buyer preferences and behaviors
• Achieve alignment with sales to develop an integrated commercial strategy
• Recalibrate the development and activation of B2B buyer personas to help customers navigate complex purchase journeys