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BtoB

Beyond the B2B Buying Funnel: Exciting New Research about How Companies Make Complex Purchases

Published on .

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Marketo's Jon Miller discusses a newly released study by Enquiro that provides "qualitative and quantitative research into the (often irrational) ways that businesses make complex purchases." As Milller writes, "The Enquiro research shows that B2B buying decisions are usually driven by one emotion: fear. As a result, B2B buying is all about minimizing fear by minimizing risk."
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