U.K., April 10 -- The B2B buying journey follows a complex, nonlinear path and often involves a chain of decision-makers. Marketplaces have become a key avenue for buyers to research their options and connect with multiple brands and products at once.
"Opening up the business to comparison is one of the biggest push backs from B2B sellers when it comes to marketplaces, but we're way past the era where a comparison is restricted," says Jonathan Whiteside, Principal Technology Consultant at Dept. "Even before marketplaces, your customers were accessing multiple supplier websites to create their own comparisons. By participating in the process, rather than resisting, you're making it easier for them. When it comes to customer experience, you...