DIGITAL STRATEGY
“ Companies need to realise that the evolution that has taken place across the pandemic in these areas is not a temporary blip . Omnichannel B2B sales models are here to stay ,” says Spillecke , acknowledging that there are some industry and cultural variances as some products and services are much easier to sell in this way and many tech firms , for example , use self-service platforms for B2B sales .
And recent B2B budget projections indicate a willingness by organisations to spend and transform their sales models , with intent to invest by B2B leaders more prominent in India , China and the US , and with investments in hardware ( 42 %), software ( 42 %) and marketing ( 35 %) outpacing other spend categories in the top increasing budget areas .
“ As the rate of digitisation picks up across industries , companies may find that they need to upgrade their infrastructure and tool sets to keep pace ,” says Spillecke . “ The realisation that digital channels can play a much bigger role in the B2B sales cycle is creating business confidence about the future . A growing number of businesses want to capitalise on the new opportunities that are now in front of them and made possible by digitised and hybrid ways of selling .”
Mediafly ’ s Pisello concurs and explains that sales teams who recognise changing buying behaviours and the importance of improving the buying enablement and experience , and evolve to meet these changes , will be the winners .
“ The best organisations will leverage self-service digital content , interactive content , and tech-enabled sellers to provide buyers with just the right information they need to stay engaged , inspire and justify change , and facilitate team consensus and buying decisions .”
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