Business leaders must prioritize a low-effort, digital buying experience in order to optimize a customer-centric buying process.
In this digital era, the key towards an accelerating revenue growth for B2B organizations is a low-effort digital buying experience, claims Gartner. This initiative will help customers feel assured and confident about their buying decisions.
Indeed, the B2B buying landscape has fundamentally transformed in the previous year, with the pandemic accelerating the shift toward digital and remote tools buying. This also led many organizations to fail to adapt to the change – leading to lost and delayed deals.
In this context, Craig Riley, Senior Principal Analyst in the Gartner Sales practice, explains in the company blog post – “Mapping this new customer buying journey to understand how buyers are using both digital and human channels, often simultaneously, will be key for B2B sales organizations to unlock growth in the next three years.”
In order to be successful, the company suggests business leaders must balance and focus on certain growth pillars to go beyond their growth targets.
They can also help to create a buying practice aligned with modern customers buying process. The strategies are –
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GTM strategy
B2B companies are required to shift their go-to-market strategy for parallel, continuous engagements – where the whole marketing team, including sales, customer success, and customer service professionals, can align to support buyers complete any critical buying tasks.
This could indicate removing the dissimilarities within marketing, sales, and customer service completely. Basically, this is where every commercial resource is connected to a single retail operations group.
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Deployment of sales force
Business decision-makers must implement coordinated customer engagement created with channel-agnostic as well as online B2B consumers’ preferences in mind. It means that each support and information provided to the buyers must be complete, consistent, and connected – spanning all digital or human channels.
This methodology will help to form a robust foundation for dynamic customer engagement, leveraging artificial intelligence. This could facilitate customized next steps and guide buyers to the channel, indicating a positive marketable outcome.
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Sales execution
To overcome the organizational complexities, enterprises must focus on building a low-effort experience to support the decisions of buyers. This often comes as a primary barrier that the B2B consumers often face.
For instance, a recent Gartner study reveals when B2B consumers have high decision confidence levels, and they are 3.6X likely to opt for a premium or high-end offering – instead of settling for a less ambitious solution.
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Analytics Solutions
As advanced technologies play a critical role across a company, it would be critical for business leaders to embed AI through the viable engine to boost decision making. This is because machine intelligence helps in delivering precise insights to predict buyer needs better.
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Clearly, researchers and analysts from Gartner indicated that B2B sales organizations must set themselves apart by offering a customer-centric buying journey. This will help marketers reflect modern-age buying experience – meeting new expectations of customers.
