It’s no secret that consumers want things fast, easy, and convenient, and why wouldn’t they if most of their daily tasks consist of a few clicks of the mouse? That’s why when it comes to creating your sales pipeline for prospects, user journeys need to be connected, touchpoints need to make sense, and barriers need to be kept to a minimum.

While many B2C companies have mastered personalizing online experiences, B2B strategies are still currently lagging. Unfortunately, since B2B personalization is significantly more complex for many reasons, catching up will never be as simple as copying and pasting the B2C approach.