B2B Clients: Profile Evolution
The changing market environment brought about by digital transformation has also affected B2B customers.
Over the past ten years, digital transformation has had a profound and significant impact on the B2B sales process . What was once a process marked by personal relationships between customer and supplier and a “face to face” negotiation has evolved into a hybrid scenario where technology has redefined all phases of the sales cycle . Initially, it was companies that sold to the end customer that adapted to the new reality and migrated to digital platforms. Today, it is increasingly common for decision-makers in B2B purchasing processes to orient their learning process and their purchasing activity towards the online channel .
But how have B2B customers evolved with the digital revolution?
1. B2B customers operate in a multi-channel environment
2. B2B customers have access to higher quality information
3. Purchasing decisions are made in a collegial manner
4. B2B customers are increasingly looking for digital experiences
5. In conclusion
1. The B2B customer operates in a multi-channel environment
Until four days ago, sales teams were the channel . All contact between a company and its customers was channeled through its salespeople. We are at the end of a cycle: one in which the sales department was the channel . Today, they are simply another channel, an important one, yes , but they are no longer exclusive in the relationship with customers.
Customer touchpoints have expanded enormously . Any sales algeria whatsapp number data 5 million manager who turns a blind eye to this new reality will be swallowed up by competing companies that are able to adapt to a new scenario in which the B2B customer understands what their needs are and seeks solutions in a radically different way.
2. The B2B client accesses higher quality information
The volume of quality information that a B2B customer has access to via a mobile phone or computer is unimaginable if we look back just a few years. In fact, the magnitude of information available to a B2B buyer is such (and in many cases somewhat contradictory) that it is starting to be difficult to differentiate yourself from the competition. The differentiating factor no longer lies so much in providing valuable content through social networks, your own channels such as your website or blog, or through your sales team, but in being able to guide the customer so that they can separate the wheat from the chaff.
A report from the Content Marketing Institute shows that 96% of B2B buyers want more content from the companies they are considering doing business with.
Knowing that information seeking and learning in B2B purchasing processes will continue to be autonomous , there is plenty of room for sales teams, especially in complex and consultative sales processes . It is they who must guide buyers in their learning process and make them understand the critical points they must evaluate when looking for a solution to their challenges.
That is why it is increasingly important for the areas of the company that generate income to work together and share objectives and information . Marketing, sales and customer service are the areas of a company that can generate value. The coordination of all their actions helps Marketing to generate the appropriate content and distribute it, sales to channel it to the customer and help them understand it, and customer service to contribute to retaining and building customer loyalty.
Marketing, sales and customer service are the areas of a company that can generate the most value.
3. Purchasing decisions are made collegially
We have moved from a scenario in which a few people had influence in decision-making to purchasing groups with multiple decision-makers and sometimes contradictory needs. It is becoming increasingly necessary to adapt to this new organizational reality in more complex purchasing processes and to adapt messages and sales arguments to each decision profile.
