Gartner Research

Rethinking Digital Customer Engagement

Published: 21 June 2018

ID: G00703348

Analyst(s): Marketing Research Team

Summary

Buyers reward companies that help them navigate the complex world of B2B digital buying. Learn how marketing leaders can build buyer enablement, a type of content that offers prescriptive advice and practical support to help buyers complete critical buying tasks.

Table Of Contents

Finding 1: Buyers Reward Ease

Finding 2: Buyers Complete a Set of Purchase Jobs

Finding 3: Jobs Are Often Revisited

Finding 4: Completion, Not Progression

Table 1: Buying Subtasks

Finding 5: Buyers are Channel Agnostic

Finding 6: Room for Improvement

How to Ease Purchasing

Wanted: a Balanced Portfolio

The Building Blocks of Buyer Enablement

Table 2: Enablement Intent

Conclusion

About This Research

Footnotes

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