Marketing to the Paradox of Needs in B2B Technology

Emerging or experienced? Affordable or adaptable? These factors are carefully considered by B2B technology buyers in the modern age. With so many solutions now available across the market, challenger brands battle with established providers for differentiation — leaving customers with more options to explore, trial, purchase, and renew. Yet the truth is that B2B buying has always mirrored the principles of consumer purchasing; more is not necessarily better. At the end of the day, we are all navigating a paradox of choice— and it’s marketing’s job to position aspects of a solution […]
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