Changes in the Buying Behaviour of the Companies within the Context of the Digital Environment

The social and business environments have changed greatly in the last two years, in the conditions of the COVID-19 pandemic and the condition of increased adoption of the digital based activities in the everyday lives of the company. New tools and activities, like “remote working”, “online interaction”, “video conferences” are just some of the new tools that have changed the Business-to-Business (B2B) marketing and buying behaviour landscape and made it jump from the traditional to the current and possibly the future approach. The current paper tracks some of the changes that have occurred in the Business-to-Business marketing environment, while underlining the effects he shift to digital has had on the business consumers and on their buying behaviour, being sustained by several secondary data analyses resulted from current reports, which are the basis for developing successful B2B marketing strategies and tactics.