Modern Marketing B2B Marketing Ecommerce

McKinsey study finds omnichannel B2B sales 'are now the standard'


By Webb Wright | Junior Reporter

December 15, 2021 | 1 min read

McKinsey & Co’s annual Pulse Research finds that business-to-business (B2B) buyers have become far more comfortable with making large, high-consideration purchases online. The digital channel has become a crucial part of an omnichannel approach that has proven both effective and indelible.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up
Modern Marketing B2B Marketing Ecommerce

More from Modern Marketing

View all


Industry insights

View all
Add your own content +