Today, many B2B customers are turning to B2B websites to buy their products and services outright. While B2B companies receive value from customer satisfaction within their operational procedures, today's customers are looking for companies that go beyond their expectations. The fact is, most B2B buyers are also consumer buyers, and where B2B customer experiences have improved, the B2B buying process often has not. B2B buyers now expect a more B2C-like customer experience when buying from a sup...