B2B sales leaders who use digital effectively enjoy five times the growth of their peers who are not at the cutting edge of digital adoption. But a McKinsey survey of B2B customers highlighted a more nuanced reality. Customers prefer seamless digital interactions along with a human touch. Successful B2B teams strike the balance between human and digital that customers demand in three core areas: speed, transparency and expertise. Regardless of the size or type of your business, harnessing the digital tools at your disposal will help you deliver all three and create satisfied customers. Happy customer, happy business.