The decision-making process of B2B buyers has undergone significant changes.Over the past few years, there has been a notable shift in the behavior of B2B technology buyers, marked by reduced trust in new vendors and their sales representatives. Present-day buyers exhibit a preference for conducting independent research, forming their own conclusions and using self-service options.- In this episode, we explore the following topics:- The shifts in buyers' behavior since the onset of Covid-19- The objectives and tasks that buying groups aim to achieve- The increasing significance of communities in the buying process- The evolving role of salespeople in the modern buying landscape- Strategies for how marketing can adapt to the changing behaviors of buyers