B2B Sales: Keys to Digital Success

B2B (business-to-business) sales are those in which one company sells its products or services to another company. Unlike B2C (business-to-consumer) sales, B2B sales typically involve large quantities of products or services at a higher price.

With continuous improvements in artificial intelligence (AI), sales methods are changing and must adapt to the new tools and behaviors of our target audience (prospects). It will become increasingly essential to create systems and procedures that incorporate automation between customers and sales representatives, as well as digital scalability.

In this article, we summarize the key points that we consider essential for you and your sales team to adapt to a sales model that incorporates a digital ecosystem.

B2B sales trends for the coming years

Artificial Intelligence (AI) in sales

Traditionally, companies have treated sales processes, applications, data, and sales analytics as four distinct parts. However, technology is rapidly transforming how businesses operate: in the coming years, there will be no separation between these pillars, as all four will merge into a single concept: AI (Artificial Intelligence) for sales.

Why is this change happening? Because B2B buyers now prefer to interact with suppliers through digital and self-service channels, making selling multiple experiences essential.

When implementing marketing strategies aligned with B2B sales, this translates into omnichannel strategies (online and offline) aimed at a more technical and professional audience, which help the business model to be more competitive as it supports the sales and/or commercial department.

What are the benefits of Omnichannel Marketing?

Today, most brands would agree that an omnichannel approach generates the best results.

While implementing omnicality is far from simple, when done correctly it offers a wealth of benefits.

Today’s consumers are accustomed to being bombarded with messages from multiple brands and, as a result, have become increasingly selective about the brands they choose to interact with.

Creating omnichannel customer engagements can act as a brand differentiator, providing the following benefits:

• Better attribution data : becoming truly omnichannel should not only extend to a user’s experience with your brand, but also to their data analytics. By tracking engagements across all channels, brands gain a better understanding of what the customer journey looks like, when and where consumers prefer to engage and which campaigns have created the most value. All of this data can be fed back into their strategy to create more targeted campaigns and optimize media spend.
• Better user experience: since omnichannel focuses on the individual experience across devices rather than the channel, the customer experience (UX) is better. By focusing on the customer rather than the platform, companies can generate more sales and better retention rates.
• Cohesive brand identity and strategy: creating a seamless strategy across all channels means creating an easily identifiable brand image and tone. Organizations should base this image on the needs and core values of the audience. By focusing on the overall experience and working within your brand guidelines to target each channel, you will have a more holistic brand strategy that will result in greater loyalty and more targeted messaging.
• Increased revenue : Omnichannel encourages customers to interact with a brand across multiple touchpoints and channels. These diverse and increased engagements at each stage of the buyer’s journey can help increase revenue, as research shows that customers who interact with multiple touch points tend to be 30 percent more valuable. This more targeted messaging also builds loyalty, making a customer more likely to buy from your brand again. Repeat customers contribute on average 40 percent of revenue, despite being a smaller portion of your consumer base.

We offer you a customized Omnichannel Strategy, discover which channels will take you to the top.

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