1 DemandScience | The B2B Tech Buyer’s Journey: New Insights, New Influences Change: It’s an inevitable part of life. And survival hinges upon our ability to adapt. This Darwinian-inspired concept is just as true in the boardroom as it is in the bush—for companies to move forward, they too must adapt to the ever-changing dynamics of business culture. Take B2B technology sales, for example. For many years, companies have followed a more traditional model to court potential buyers: booking face-to-face meetings, attending conferences or tradeshow events, and simply cold-calling prospects to initiate engagement. B2B buyers, however, have evolved in their processes. Instead of being sold to, buyers now take a more proactive role, studying the competitive landscape, conducting re

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