By Joshua Baez, Marketing Consultant at Heinz Marketing

To say that the B2B landscape has changed dramatically over the last decade would be an understatement.

While the principles of content marketing, lead generation, and pipeline acceleration may not have changed, the ways in which we do business in today’s modern, digital world have.

The answer is that traditional B2B buying committees are undergoing a generational-paradigm shift.

As committees grow more diverse the more difficult it becomes to navigate the already complex B2B buying environment.

So, rather than be reluctant to change, what can today’s savvy teams do to find leverage, even advantages, among a shifting landscape?

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