Why do we need another approach to B2B buyers? Because the prevailing B2B buying methodologies are all flawed. The scope of the problem has changed - and solutions to reach today's informed buyers fall short. This ebook is not intended to discredit other B2B buying methodologies; the goal is to present a provocative alternative – and puncture a few marketing-tech hype balloons along the way.

Virtually all B2B buyer's journeys still come down to this: awareness > consideration > decision. That doesn't cut it anymore. Why? Because buyers aren't always buying. In this in-depth, hard-hitting d