New McKinsey research makes the case that B2B purchasing decisions are not only growing increasingly complex but also evolving to resemble B2C buyer journeys?Government agencies are loosening the reins on their scientists and increasingly allowing them to speak freely about their research, a positive trend in an age of media polarization?Special guest Jeff Hawley of Yamaha Corp. of America tells how the music giant is increasingly blending B2B and direct-to-consumer communications in an effort to adapt to changing buyer preferences. / New McKinsey research makes the case that B2B purchasing decisions are not only growing increasingly complex but also evolving to resemble B2C buyer journeys?Government agencies are loosening the reins on their scientists and increasingly allowing them to speak freely about their research, a positive trend in an age of media polarization?Special guest Jeff Hawley of Yamaha Corp. of America tells how the music giant is increasingly blending B2B and direct-to-consumer communications in an effort to adapt to changing buyer preferences.