Gartner Research

Accelerating Marketing’s Digital Proficiency

Published: 15 June 2017

ID: G00344974

Analyst(s): Marketing Research Team


A quantitative study of more than 700 B2B purchases found that buyers spend more time learning through digital channels than any other activity across the buying process. While marketing leaders try and adapt their marketing efforts, few have made changes to their mindsets and day-to-day operations to keep up with customers who use digital channels at every stage of the purchase journey. Furthermore, more than 64% of marketers are not confident that they can efficiently accomplish a digital transition.

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