"Time and time again, we hear that modern B2B buyers have quickly adapted to online buying habits that emerged during the pandemic. You don't have to search far to find an article that references the increased number of touchpoints in a B2B sale . B uyers are self-directing their experiences throughout the customer journey and are confident they can engage with sales teams when they are ready."
"For The Mx Group, this reality created a need for higher-quality content that can be used to generate thought leadership, increase search relevancy, create customer journeys that meet buyers' needs, and improve the relevance of a brand's digital footprint. To answer the call, The Mx Group partnered with Imagination, a best-in-class content marketing agency. After six months of successful collaboration, The Mx Group acquired Imagination in October 2022."
Economic uncertainty in 2023 is driving marketers to prioritize activities that impact current and future revenue, including brand relevance and customer experience quality. B2B buyers have rapidly adopted online, self-directed buying habits with more touchpoints and confidence to engage sales when ready. Agencies must evolve to deliver digitally enabled experiences and higher-quality content that generates thought leadership, boosts search relevance, and supports buyer-focused customer journeys. The Mx Group partnered with Imagination to fill content capability gaps and, after six months, fully acquired Imagination in October 2022 to better satisfy B2B buyers' demand for objective, informed content during self-service solution evaluation.
Read at The Drum
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