埃森哲：2024年B2B行业买家体验驱动因素与提升策略研究报告（英文版）

To better understand what needs to change (and how to make those changes), we studied the complexities of the B2B buyer experience afresh, first articulating the six distinct steps that make up a buyer’s journey. (See Figure 1.) As B2B executives know well, their customers’ buying journeys are generally far lengthier and more complex than those of a B2C business. They often require continuous interaction with multiple services and sales touchpoints.