The Lockdown Opens Up E-Commerce for B2B Marketers

There’s no turning back for buyers who have gotten used to online purchasing during the pandemic

By Marie Griffin

Call it a feedback loop: Sales reps are under increasing pressure to sell their wares via multiple channels, and B2B marketers need to support these efforts by supplying a steady flow of relevant content for every stage of the buying cycle. At the same time, marketers need to generate revenue regardless of channel, which means steering more and more of their customers to e-commerce platforms.