Rob Sanchez was recently featured on Forbes discussing strategies to tackle the consumerization of B2B buyers, highlighting the shift in purchasing behaviors influenced by consumer-like expectations. He emphasizes four key approaches: understanding the buyer journey by leveraging data analytics, implementing personalized experiences, embracing digital transformation, and fostering a customer-centric culture within B2B organizations. Read more about the importance of aligning B2B strategies with consumer-like expectations to stay competitive in the evolving marketplace.