Why B2B Buyers Are Harder to Convert Than Ever Before

Converting B2B buyers used to follow a relatively predictable path. Sales teams relied on outreach, demos, and relationship-building to guide decision-makers toward a closed deal. However, in today’s complex, digital-first landscape, that journey has undergone significant changes. B2B buyers are now more empowered, more skeptical, and more risk-averse than ever. They conduct extensive research before engaging with sales, seek consensus across large internal teams, and expect hyper-personalized experiences. These shifts have made conversion rates tougher to maintain, forcing sales and...