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The brand crisis that’s lengthening your sales cycle

The Proof Point

CHAPTER

Navigating the B2B Brand Crisis

This chapter explores the emerging crisis in B2B branding, driven by a generational divide as millennials and Gen Z exhibit skepticism shaped by their B2C experiences. The discussion highlights the misalignment between buyer expectations for transparency and trust, and the current strategies employed by vendors. Key findings from the Evidence Gap Report unveil significant discrepancies in communication and understanding between B2B buyers and sellers, emphasizing the need for refined sales approaches that resonate with modern buyer demands.

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