Guest post by Dhruv Mehta. Significantly edited from the original.
In a recent survey, B2B marketers and sales leaders were asked to name their most important metric for business success. Unsurprisingly, the metric that clinched the first position was “quality of leads.”
Throughout the pandemic, B2B marketers have had to rapidly and repeatedly react to changes in the work structure and priorities of B2B buyers, based on incomplete and imperfect data.
This crisis response led them to identify several short- and long-term trends. However, one of the most important discoveries, part of the “next normal,” is the increased preference for and predisposition of customers towards online self-service.