88.95 million euros, a staggering sum certainly, but email data it is the projection of the value of the voice assistant market. More often intended for private use, voice assistants are now more present in our daily lives. Already massively present in American homes, it is gradually invading the European market, but is it already present in our companies? Voice assistants and B2B, this is a big question that we can ask ourselves around lead acquisition.
We can already see that voice assistants in a B2C context are already well used. But as we all know, we tend to massively reproduce our daily habits at work. Voice assistants and B2B are then theoretically a new window for acquiring leads. And yet, if this market increases by almost 75% per year, would it not be one of the key points of a future acquisition strategy?
Before we start explaining the relationship between voice assistant and B2B, let's look at the figures for this market. Indeed, many studies have been published in recent months regarding this new communication tool. Very B2B-oriented at the moment, voice assistants are opening up a new market including:
19% of French people are regular users.
43.6 million smart speakers were sold in the US in 2018.
1 billion users worldwide.
1 billion searches in 2018 came from voice search.
50% of Google searches will be done by voice by 2020.
28% of consumers call a business after a voice search according to Bright Local.
72% of voice speaker owners have this type of search habit according to Google
4th most used sales channel behind physical stores, computers and telephones, i.e. 29% of users
$2 billion is the estimated market value of V-Commerce revenues. This market is expected to reach $40 billion by 2022.
We can already see from these figures that the voice assistant market is very buoyant. Let's now look at some figures around its use:
The age group that uses voice search the most is 14-17 year olds with 51%. Then comes the 18-34 year olds who constitute the real purchasing power of walking with 38% of users.
In terms of usage, the questions are most often general at 60%, then comes weather information.
It is a more efficient tool, because the voice captures nearly 162 words in a minute compared to 53 by keyboard.
Therefore, we can ask ourselves in view of the figures above if voice assistants and B2B are compatible. We have been able to see that the voice assistant market is booming. As a reminder:
1 billion users worldwide
40 billion in sales estimated by 2022 via V-commerce
72% of users are used to this type of search.
But are these figures enough to say today that voice and B2B assistants will directly increase your sales? Well, given the specificities of the B2B market, a simple voice assistant is not enough to close a deal. The reasons for this are very diverse but are essentially due to:
The complexity of different markets and B2B industries as a whole. Very often B2B industries sell or offer very expensive services which often require a long period of reflection.
To the various internal decision-making processes. It sometimes takes almost a year to sign a contract with a brand when you are a service provider.
The issue of digitalization is not always perceived, used or considered correctly. Which leads the general public to find this part of the economy old-fashioned and out of step with the times.
To the real contributions of a new technology in a world that is always one step behind despite the desire of generations Y and Z to transform all that.
We can say that the marriage between voice assistants and B2B is not yet on the shelves. The reason is simple: it will not bring a direct sale unlike B2C. In addition, will voice assistants invade professional spaces?
From this last question, a major problem emerges. Do voice assistants allow or will allow the generation of leads in B2B. Because as the figures show, voice assistants and B2B are today far from reaching the figures of B2C. So yes, even if we have our habits that are reflected in work, is it really around this technology?
Well, we would tend to say that for the moment voice assistants and B2B will not generate leads directly but in the long term yes. We are used to through this blog that all channels must be used. So, even if today in the B2B framework, leads do not come from voice assistants in the future it will become so and it is now that we must build a strategy around this channel.
Because yes, we can say it, the more we multiply the channels, the more the leads will increase. Therefore, even if voice assistants and B2B are now possible, thinking about a strategy around channels is becoming more and more essential.
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