”By 2025, one in five B2B companies will leverage artificial intelligence (AI)/machine learning (ML) to connect buyers with sales reps at key moments during digital commerce interactions.”
The pandemic accelerated a digital-first B2B buying trend, further blurring the boundaries between marketing and sales. Marketers can support customer self-service purchases by designing smooth digital experiences. However, a completely “sales-rep free” experience isn’t totally in the cards. Successful B2B organizations will balance digital customer engagement with human-led interactions at key moments to steer buyer decisions. 2022 is the year to design shared processes across marketing, sales and tech functions involved in digital commerce. - Gartner
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