Published: 21 June 2018
Analyst(s): Marketing Research Team
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.
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
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