The way B2B buyers research and shop has changed dramatically in the last five years. The days when buyers would simply visit their local B2B store, talk with their sales rep, or order through a catalog are disappearing. With digital at the helm, most buyers are starting their purchase journey without setting foot in a store — even if they ultimately purchase offline.
Read more @ https://www.thinkwithgoogle.com/advertising-channels/b2b-buyers-online-and-offline/