B2B Buyers Want a B2C Experience - And They’re Done Waiting with Ray Hartjen

B2B buyers are done being forced through slow, sales-first processes. They want the same freedom, clarity, and control they get as everyday consumers.

Alyssa Nolte sits down with Ray Hartjen to rethink how B2B companies go to market when buyers expect digital-first journeys, self-serve options, and clear pricing. This conversation challenges old habits in sales and marketing and makes the case for revenue teams to adapt or get left behind.

If you sell, market, or support B2B products, this episode will help you see buyer behavior through a new lens and rethink how customer relationships actually start and grow.

Why listen

Most B2B teams are still optimizing for their internal process, not how buyers want to buy. Ray explains why that gap is costing companies revenue and how a more buyer-led approach creates trust, speed, and better outcomes.

3 key takeaways

• B2B buyers expect B2C-style experiences, including self-serve and less friction
• Gated content and hidden pricing push serious buyers away earlier than most teams realize
• Revenue works best when sales, marketing, and customer teams move together around the buyer journey

People and resources mentioned

• Revenue Orchestration (book by Ray Hartjen)
• Nadine Dietz
• Virtuosi LEAP
• G2

The Growth Signal is about rethinking the future of customer relationships. This episode is a clear reminder that the future belongs to buyers who stay in control.