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2025-12-17 10:15:11 -

Understanding the Modern B2B Buyer: Roles, Responsibilities, and Influence

The B2B buying landscape has changed dramatically over the past decade. Gone are the days when purchasing decisions were made by a single decision-maker based on a sales pitch. Today’s modern B2B buyer is informed, digitally savvy, and part of a complex buying group. Understanding who these buyers are, what roles they play, and how they influence purchasing decisions is critical for...

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