Trends in B2B: Why are digital buying tools seeing so much traction?

In recent years, the standard for business to business sales has been transformed massively. Especially the expectations for the ways in which buyers want to interact with companies have changed fundamentally. We now use digital services in our everyday life and expect to have flawless user experiences, the possibility to assess options transparently and to make immediate buying decisions wherever and whenever we are ready.

Digital buying tools are a logical step in the evolution of B2B customer experience

Unravelling the complexity of selling a B2B offering with digital tools is a tough nut to crack, but many progressive companies are making giant steps in this. These companies understand that in, e.g. customer service, some people will want to interact with “someone”, whether it is a well-educated bot or a service agent. Some will prefer self-service to the extreme. Sales channels will need to be developed to cater for the changing and varying buyer expectations.

Covid is amplifying the change in B2B sales — Step into the #yearoftheB2Bconfigurator

Like many things, COVID has changed this as well. Suddenly, we see a vast amount of discussions and initiatives around the need to move complex buying into digital. This is entirely logical. Previously technical salespeople had the opportunity to sit down with the client team to forge a mutual understanding of the solution requirements. Suddenly this has to a large extent disappeared. Now companies must, and many have, speed up their attempts to create the tools needed to try, compare and buy in the digital world.

Even when investing in digital buying tools is evident, remember the bigger picture

Look at the whole customer journey

Involve traditional sales

Onboard, activate and reactivate

When buying CPQ tools, these are the essential things to consider

Understand core use cases and invest in user experience

Provide an immediate assessment

In the end, B2B sales is usually a complex endeavour between understanding the customers’ problem and gearing your offering to match it. With an increasing number of digital touchpoints, B2B sales is an intricate interplay between traditional and digital sales.

Keep rediscovering B2B sales trends

The webinar includes a discussion with Marta Dalton (Global eCommerce Director at Unilever), a global digital B2B sales thought leader. During her time as the Director of eCommerce at Coca Cola, she took the B2B ecommerce business from pilot to nearly $400M in 3 years. In addition, you will hear interesting success stories from industry forerunners — Framery and hallon.

Watch the webinar: B2B Digital Commerce Revolution

Originally published at https://www.columbiaroad.com.

Nordic digital sales consultancy. We help companies get more revenue and more customers in the digital era.