Evidently, omni-channel is the name of the game; buyers want the best
options to deliver the best possible experience for their needs, which means a
fluid blend of channels. They also want to see more B2C experiences blended
into B2B. At the same time, many B2B buyers admit a comfort and liking for traditional
These differences make B2B markets often complex places where one size, channel or approach no longer fits all, and the cost of ignoring this is high.