B2B Selling – How COVID-19 Has Altered the Business Approach

    B2B Selling

    The widespread pandemic has accelerated the evolution of the B2B business operations, including the sales and marketing process.

    The widespread move to digital functionalities has, in turn, redefined multiple job roles across the entire B2B ecosystem. In its essence, traditional B2B sales and marketing functions have rapidly evolved and getting adopted by all. Most buyers are drifting away from the pre-pandemic in-person engagements with their sales reps to buy online via self-serve digital channels.

    Hence, business leaders need to re-visit their strategies and seek clarity on how to equip sales professionals with the right tools and insight for delivering value as they engage prospects? CMOs are continually trying out for innovative abilities and channels to engage customers and prospects virtually so that the processes do not get stuck when crucial.

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    Besides, businesses should have the capacity to provide channel fluidity to customers to create a seamless experience that meets their expectations. Today, it is inevitable that a majority of the digital-savvy B2B buyers would never return to offline engagements. Consumers are moving ahead and driving their engagement with sellers to get the offers they need or want. Therefore, B2B sellers are required to adapt to this new-age buyer empowerment. Many innovative sellers already have made investments, and they can accordingly expand – in order to keep pace with how the buyers are willing to buy.

    As we move into a “new normal”, marketing and sales functions need to integrate more than they have been before. This is the first approach to strategically succeed this unprecedented digitally-driven customer – otherwise, organizations will be sidelined as their competition steps in to take their place.

    Furthermore, the data-driven insights mined through artificial intelligence (AI) and machine learning (ML) indicate – how such functions are capable of achieving a consistent, standard view of the buyer amid the continuous shift in their behaviors and needs.

    The new normal reveals that the functionality of both marketing and sales demands to be combined for a successful digital operation. Basically, data is a blend of transaction history and intent data – the record on what competitors have purchased, preference, commodity prices, etc. This ensures that the offer of a business craft reflects the need for that buyer and the associated moments.

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    Channel fluidity is again a vital factor as buyers are taking charge of the pace and experience – however, it still needs counseling. This is particularly valid while purchasing any complex goods. B2B enterprises, thus, need to consider the engagement process that designs the ability to commence an e-commerce transaction. Decision-makers can also divert to a phone call with the sales teams for added support, transitioning back to the e-commerce model as a particular fluid transaction.

    Unsurprisingly, sales, and marketing alignment is centered on consumers. The power to align across the business on meeting and growing customer needs – is precisely where digital selling transforms the markets, and not just businesses.

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    Sudipta Choudhury
    Marketing professional with experience in B2B and MR industry. Skilled in Marketing, Strategy Making, Copywriting and Content Creation, Sales, and SEO with excellent Communication Efficiency. Holding dual master's degree focused on Marketing from IBS, Pune and ICFAI University.