by Tanya Lord, One North blog (excerpt)

This recent blog post from digital marketing agency One North outlines the importance of the “3 P’s” (Performance, Personalization and Participation) in the modern digital experience. The post is inspired by Brian Solis’ keynote presentation at B2B Marketing Exchange 2018: “Humanizing The B2B Decision-Making Journey.”

From the article:

Have you ever had to wait so long for an Uber that you decided to order a Lyft instead? If you have, you are certainly not alone. In his research, Altimeter Group principal analyst Brian Solis found that New Yorkers will only wait about 5 minutes before swapping apps. During his keynote presentation at Demand Gen Report’s 2018 B2B Marketing Exchange, Solis argues that impatience is just one behavior companies like Uber, Lyft and Tinder have sparked in all of our buyers.