Vice President of Market Research at G2, Chris Voce, dives into B2B software buying and how it affects marketers. B2B software buying has undergone transformative changes, influencing the way businesses approach technology investments. Understanding the factors driving these changes is essential for marketers seeking success in this competitive environment. Today, Chris discusses the five factors that are shaping B2B software buying.  Show NotesConnect With: Chris Voce: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.