The biggest revolution in B2B purchasing has occurred in a generation. Modern consumers are choosing to skip sales representatives and turn to digital channels for a self-guided buying journey, empowered by simple access to information.
Today, 43% of B2B buyers claim that, given the choice, they would prefer a “rep-free” purchasing experience.
We’ve identified three things CSOs must do to fulfill the expectations of today’s B2B buyers after analyzing data from a large number of B2B buyers and sellers and engaging with some of the most inventive and progressive sales executives worldwide.
Analyzing The Expectations
Long before there were any initial reports of the pandemic, the B2B purchasing process had already transformed. Buyers were delaying interactions with marketers until the very end of the buying cycle as more interactions moved online.
The transition to digital was simply expedited by COVID, like many other digital activities. The expectations of B2B buyers have drastically shifted. Marketers must adapt their strategies if they wish to be successful in this new mode of operation. savvy marketers are also developing. They are accepting the new buying process.
By 2025, 80% of B2B sales interactions, according to researchers’ predictions, will occur via digital channels. Have you prepared? The 5 ways that B2B buyer expectations are changing are listed below.
B2B Buyers Are Unwilling To Speak With You
Already, 70% of B2B IT customers feel comfortable making transactions over $50,000 without speaking to a salesperson, and 87% of these buyers demand self-service choices. They are also more than eager to pay substantially larger amounts without ever conversing with a real person.
Moreover, a quarter of B2B buyers stated that they would be willing to spend up to $500k, and 11% stated that they would be willing to spend $1m on a self-serve platform.
You could never have the chance to show off your capabilities if you don’t offer a strong self-serve alternative and personalized marketing for every stage of the buyer’s journey. According to a Gartner report, a third of B2B buyers prefer a completely seller-free sales experience.
Creating The Ideal Customer Experience Is Everything
The key to better client connections, according to 77% of B2B sales and marketing professionals, is tailored marketing experiences.
The buyer’s journey is personalized via B2B account-based marketing to improve the user experience. When properly implemented account-based marketing (ABM) solutions can:
- Deliver an engaging experience that encourages participation, learning, and discovery.
- Utilize data and wise content to enhance the buyer’s trip.
- Add value and increase trust.
- Give frontline markets the instruments they need to carry out ABM at scale.
- Give B2B buyers the resources they require for self-discovery.
B2B Buyers Desire Expertise, Speed, And Transparency
I doubt that anyone has ever genuinely desired to be sold goods. The data they required to make wise business decisions was what they sought.
B2B buyers now have the resources at their disposal in today’s digital environment to find the information they require without speaking with sales staff. You are losing out on important opportunities if you don’t give them that information and make it simple for them to find it.
It’s time to show off your knowledge. By offering insightful, instructive content, you satisfy the information needs of customers and win their confidence in your capacity to meet their needs.
To present a consistent message throughout whatever you do, it’s crucial to link all of your marketing and sales platforms.
They probably have specific, targeted queries because they have done their homework online. B2B vendors are ready to promptly respond to challenging questions and prove their product expertise.
Buyers Interact On A Variety Of Platforms
The concept is straightforward, but the implementation is difficult. B2B buyers communicate using a variety of channels and devices.
The key concern is if you can switch between systems without losing the customer’s information. A conversation may begin on a social media or live chat platform, progress to a website, result in an email interaction, and finally conclude with a phone call.
You have a better possibility of influencing the customer’s journey the more flawless the buyer experience is.
More Than Just Content, B2B Buyers Demand
The majority of B2B customers say they want evidence that your goods or services will help them address their problems. This goes well beyond generic marketing statements. Today’s B2B purchasers do in-depth ROI studies before making a purchase.
B2B purchasers frequently participate in buying committees or have some stakeholders in the decision-making process. As a result, they require evidence that your goods or services will help them address their problems to create a business case for their choice and win the support of other decision-makers.