By 2020, the average business buyer will manage 85 percent of his or her relationship with an enterprise without interacting with another human, according to Gartner. This is quite a shift when you consider almost all B2B purchases were conducted by phone, fax or in person just a few years ago. The evolution toward self-service in B2B is natural, especially when you look at the way the B2C space has progressed over time.…
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