Pre-Pandemic Norm in B2B Sales:
At the beginning of 2020, it was customary for technology industry leaders in B2B sales to spend over 80% of their time traveling and meeting clients face-to-face, always on the lookout for new prospects. Their approach relied heavily on personal interactions, with little emphasis on technological advancements in pipeline development or deal closing.
Since then, the landscape of B2B sales and lead generation has undergone a radical transformation, with a significant shift from traditional in-person interactions to a more digital, hybrid model. The pandemic accelerated this shift, necessitating a quick adaptation by sales teams to a more digital and remote model. This hybrid model combines digital efficiency with the effectiveness of in-person interactions, aligning better with customer preferences throughout the sales funnel.
The Essence of Digital Transformation in B2B
Digital transformation in B2B is more than just new technology adoption; it’s a fundamental shift in how businesses operate and engage with clients. Digital channels like LinkedIn and industry-specific forums have become essential for market penetration and customer engagement, offering advanced targeting capabilities and analytics vital for data-driven go-to-Market strategies.
In this shifted landscape, B2B sellers must find innovative ways to connect with customers who are increasingly reluctant to revert to old business methods. A shift towards digital platforms like LinkedIn and Twitter is necessary, with sales forces needing to establish themselves as thought leaders in their domains.
Emerging Trends in B2B Sales and Marketing
Omnichannel Approach: B2B marketing now requires a seamless omnichannel approach, promoting products across all devices and platforms with consistent branding and messaging. This strategy ensures companies reach customers wherever they are, improving customer satisfaction and conversion opportunities.
Brand Personalization: Personalizing your brand to reflect your target audience’s voice is becoming increasingly important. It’s about understanding your customers and delivering unique experiences based on robust CRM data. Vidyard, for example, demonstrates excellent brand personalization in its campaigns.
Customer-Centric Content: The focus has shifted to creating customer-centric content that directly addresses the audience’s needs and preferences. This approach involves identifying the best platforms to engage customers, like LinkedIn and Twitter, and tailoring content for effective engagement.
Expanding on Account-Based Marketing (ABM): ABM involves creating highly personalized campaigns targeted at specific clients or accounts, a trend gaining more traction due to its effectiveness in personalizing experiences and nudging leads towards conversion.
Data-Backed Decisions: Utilizing data from marketing campaigns to inform future strategies is crucial. This approach leads to better audience engagement, improved campaign performance, and an increase in clients.
Prioritizing Data Privacy: With growing concerns about data privacy, securing websites and protecting client data have become paramount. This includes using SSL certificates and continuously scanning for security issues.
Strengthening the Middle and Bottom of the Funnel: Personalizing content and diversifying strategies in the middle and bottom of the sales funnel are key to converting prospects into clients. Reducing friction points in the sales process is also critical.
Flexibility in Marketing: Staying flexible and adapting to changes in the business environment and marketing space is essential. This flexibility allows for adjustments in strategy to meet the unique needs of potential clients.
The New B2B Sales Playbook
Building the Right Go-to-Market Team: Create cross-functional teams to develop standardized, industry-focused marketing assets. Leverage regional stakeholders and feedback from global sales and marketing teams.
Creating Simplified, Outcome-Based Content: Focus content on client problems rather than products. Set up infrastructure for internal and external content distribution.
Pushing Content to the Market: Ensure wide communication of go-to-market programs and content within the organization and facilitate easy accessibility for salespeople.
Demand Generation Teams Sharing Leads: Sales gain leads through actions like emailing prospects and posting on digital platforms. It’s crucial that information collected on corporate websites be shared with the field.
Measuring Outcomes at Multiple Levels: Sales reps should monitor content performance while the organization builds on successful content and removes less effective materials.
Conclusion: Adapting to a Digital, Customer-Centric Approach
In summary, B2B businesses must embrace the evolving digital landscape with a strong online presence, engage in thought leadership, and meet clients’ needs on their preferred digital platforms. This strategy is key to building trust, establishing credibility, and driving business growth in the digital era. The fundamental challenge for salespeople in this new world is adapting to better lead generation practices. By supporting them in this transformation, organizations can thrive in the changed digital landscape. The future of B2B sales and lead generation is digital, data-driven, and customer-focused, requiring ongoing innovation and adaptation.
