[Book Review] An Important New Model of the B2B Buyer Journey
B2B Marketing Directions
JUNE 11, 2023
Source: Kogan Page Limited Understanding how business people actually make buying decisions on behalf of their company is vital to B2B marketing success. About a decade ago, the B2B buying process model developed by SiriusDecisions (now part of Forrester) became widely popular with B2B marketers. Webster and Yoram Wind.
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