The digital age has dramatically changed the B2B buying process - buyers are engaging with sellers much later in the process than they used to, and almost 60% of the buying process is completed prior to a business buyer wanting to meet or engage directly with a potential supplier. This delay in buyer engagement with sellers has proved a challenge for B2B companies reliant on traditional methods of lead generation and sales.

This whitepaper investigates how the B2B landscape is evolving, how these changes affect the well-versed school of telemarketing and speculating over the pitfalls and advantages alike.