Numerous studies have shown that this behavior, though common, has the opposite effect of what CEOs intend.
The only way to deliver an experience that is as effective is to use digital interactive applications that customers can drive themselves.
McKinsey advises: “Companies should also consider quickly prioritizing and scaling new digital capabilities to enable digital touchpoints with their customers.”
Considering all of the evidence, this is what B2B marketing and sales departments must deliver at this critical time:Customer interactivity.
Reuse, evolve, and grow interactive applications that are being created now to solve your short-term immediate need rather than re-creating content or entire applications when new products/solutions are added or the story is broadened.

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