Customer experience is important as it influences the buyer's choice. In a research, it was found that for 80% of B2B buyers surveyed, customer experience counted as the most important reason why they chose to work with a specific provider over another. In other words, approximately 80% of marketing and sales investments are going towards 20% of the buying decision. Read more about the right approach of buying decision at: http://www.business2community.com/customer-experience/use-buyer-persona-research-improve-b2b-customer-experience-01564449#PfeXePgSvKqMbuh0.97

Nowadays there are a new class of Business-to-Business (B2B) buyers- empowered business end-user. In a recent research conducted by Forrester Consulting, it was found that over the next three years they’re set to increase the volume and amount of purchasing they undertake by online research and purchase the goods and services they want. These ‘user buyers’ prefer to use digital channels to seek out which suppliers can provide the services and products they need. Matthew Diss from Intershop, writes in his article link about some recommendations B2B sellers should keep in mind when looking for this growing market opportunity: : http://digitalmarketingmagazine.co.uk/articles/going-rogue-is-in-vogue-the-rise-of-the-empowered-b2b-buyer/1409