In this episode, we shift gears to the world of B2B—business markets and the behavior of business buyers. We break down what drives companies to make purchasing decisions, from identifying a need to evaluating the final buy. You'll learn about different buying situations, who’s actually involved in the decision-making process, and how digital and social media are reshaping business-to-business marketing. We’ll also explore the distinct characteristics of government markets and what sets them apart. Whether you're in B2B marketing or just curious about what happens behind the scenes, this episode is packed with insight.