Gartner Research

B2B Top Channels Poster: The Digital Buying Journey

Published: 06 June 2017

ID: G00343836

Analyst(s): Marketing Research Team


In order to meet customer expectations, B2B companies need to create a coherent digital marketing strategy. Throughout the purchase funnel, B2B buyers use a variety of devices and channels to help them complete buying tasks on their way to purchase. Our research shows that more than half of all B2B buyers use top digital channels (supplier websites, access to industry experts through online channels, and web search) across every stage of the buying journey.

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