The Rise of B2B Omnichannel

November 03, 2021

The B2B Sales Landscape Has Shifted Dramatically

A McKinsey study revealed a seismic shift in B2B sales. Within a month of the pandemic, a whopping 90% of companies adopted virtual sales models. But this wasn't a temporary fix – it's the new normal. 90% of B2B leaders agree this digital approach is here to stay, and a significant majority (70%) view it as equally effective as pre-pandemic methods.

The Rise of Omnichannel: Delivering What Buyers Want

The "pandemic way" of selling has transformed into the standard – omnichannel. B2B buyers are demanding a cross-channel mix, wanting the flexibility of in-person, remote, and self-service options. McKinsey highlights this preference, with 83% of B2B leaders recognizing omnichannel selling's success in securing new business.

While in-person interactions may resume in 2022, the expectation has dramatically changed. Only 15% of B2B companies anticipate in-person meetings remaining the norm. This underlines the importance of a robust omnichannel strategy to cater to the evolved needs of B2B buyers.

Challenges and Success Factors in B2B Omnichannel

The rapid rise of B2B omnichannel selling presents some challenges. Sales reps accustomed to in-field interactions may struggle with the intimacy of remote selling. The solution lies in providing a user-friendly and effective omnichannel experience, including virtual demos that bridge the gap. Another hurdle is simply adapting to the juggling act of managing in-person, remote, and digital self-serve interactions.

The key to success in a B2B omnichannel approach is mastering the digital experience while nurturing the human connection. Here are some success factors highlighted in the McKinsey article:

Speed
Digital excels in convenience. Buyers appreciate the ability to access information with a click, anytime and anywhere. A well-designed B2B omnichannel strategy prioritizes a fast and simple user experience.
Transparency
Building trust is crucial. Transparency allows buyers to understand the value proposition and make informed decisions. Consider incorporating case studies on your website to showcase past customer experiences and provide clear comparisons.
Expertise
Strike a balance between technical prowess and customer engagement. Being available throughout the buyer's journey fosters trust. Equip your sales team to answer technical questions while also fostering strong relationships.
Know Your Customers
Understanding and anticipating customer needs is paramount in today's uncertain environment. Providing a sense of certainty throughout the buying process is key.
The Human Touch
Don't lose sight of the human element. B2B omnichannel isn't just about digital; it's about maintaining a human connection in a digital world. Seamlessly blending human and digital interactions personalizes the customer experience – both online and in-person.