Omnichannel in B2B
Posted: Sun Dec 22, 2024 6:53 am
The term omnichannel has been in the spotlight in the world of Marketing for some years now. However, much is said about its application and benefits for B2C companies and the potential for B2B companies is forgotten.
We are in the midst of an era of digital transformation, and the changes generated have an impact on the most diverse sectors of society. B2B buyers, through their personal experiences, aim to bring the conveniences of the digital world to their professional decision-making. Therefore, it is up to B2B companies to invest in new business models and marketing strategies that contribute to sales growth.
The Omnichannel strategy is a great opportunity for B2B companies to expand their presence (online and offline), streamline the sales cycle and, consequently, achieve or even exceed planned results.
The concept of Omnichannel
Focus on decision makers
The benefits for B2B companies
The digitalization of companies
Attract more Customers
Speed in the Purchasing Process
Retention
The concept of Omnichannel
Before we move forward, it is essential to understand the concept that we will be addressing in this blog post. Being Omnichannel means enhancing the Customer experience through the simultaneous interconnection of the company's different channels (offline and online).
There are many ways to apply this strategy. A simple example is to make a sale through the website, during a face-to-face meeting with a customer. Or, to make a sale in person with the customer, but to evaluate the products/services through the website, e-commerce and other digital channels.
Focus on decision makers
Take a quick look at how you shop or do most of your daily tasks. How thailand telegram viral many of them are exclusively online or offline? Nowadays, we see a product, look it up online, read reviews, look for different offers and may end up making the purchase in a physical store. We quickly absorb all the convenience of the digital market and want to apply it to every aspect of our lives.
This quick reflection is important to remind us of an extremely important factor: behind all B2B operations, there are decision-makers who have already incorporated all the facilities of the digital universe into their personal lives and, without a doubt, want the same in their professional field.
Research from Accenture has revealed that nearly half of B2B buyers are making work-related purchases on the same websites and apps they use for their personal lives. Whether it’s out of convenience, trust or habit, the way people shop is having an impact on how companies and suppliers are developing their business relationships.
Therefore, when developing an Omnichannel strategy, it is essential to focus on decision-makers and their relevance in the purchasing process, in order to enhance the desired results.
The benefits for B2B companies
A more dynamic business model, an increase in the number of customers and a faster sales process are just some of the advantages of omnichannel. Learn more about each of them in more detail.
The digitalization of companies
Changing the Buyer’s Journey is no longer a new thing for B2B companies. However, there are still many organizations that have not taken the first step towards digitalization.
Creating a website, developing a content strategy, making product/service offers available online and even having a presence on social media are some of the actions that companies that want to implement an omnichannel strategy must take. Only then will it be possible to begin integrating offline and online spaces for their consumers and potential customers.
Attract more Customers
Just like consumers, B2B buyers start their research online . Therefore, ensuring that information is available 24 hours a day, seven days a week is essential, and it is necessary to ensure that information is available to potential customers. This way, it is easier to attract potential customers who are in the process of researching the solution that your company offers, but are not yet familiar with it.
With omnichannel, it is possible to have different initial points of contact with your company, which can lead visitors and potential customers to ask questions or even close a new purchase.
Speed in the Purchasing Process
The traditional B2B sales process can be simplified as follows: the B2B buyer, interested in a product/service, contacts a salesperson from the company, clears up any doubts, schedules a meeting, presents the proposal to the other parties involved in the purchase, schedules a series of more meetings until the final contract is closed.
During this entire process, the B2B buyer is restricted to resolving their issues with the company's salesperson – this means being limited to business hours, availability, among other characteristics.
In an omnichannel structure, there is no limit to the time, day or date at which information can be consulted and queries resolved. By offering different points of contact for the buyer, B2B companies ensure faster purchasing processes. In this way, they can enhance results and give their employees more time to develop strategic activities.
Retention
Customer retention is a major challenge for B2B companies. Ensuring full assistance and presence at all stages of the purchasing journey should be a major focus for organizations.
The Omnichannel strategy allows B2B companies to provide this support to their potential and current Customers, across a variety of channels: website, mobile phone, telephone contact, video calls or face-to-face meetings. This ensures better development of a relationship between companies, sellers, buyers and everyone involved in the purchasing process.
Understanding consumer behavior is increasingly important for developing companies’ marketing and sales strategies. Likewise, it is essential to know who the decision-makers and people who will contact your company are. Understanding all the personas, their behaviors and how to attract them and turn them into customers is the great challenge that the omnichannel strategy can help solve for your company.
We are in the midst of an era of digital transformation, and the changes generated have an impact on the most diverse sectors of society. B2B buyers, through their personal experiences, aim to bring the conveniences of the digital world to their professional decision-making. Therefore, it is up to B2B companies to invest in new business models and marketing strategies that contribute to sales growth.
The Omnichannel strategy is a great opportunity for B2B companies to expand their presence (online and offline), streamline the sales cycle and, consequently, achieve or even exceed planned results.
The concept of Omnichannel
Focus on decision makers
The benefits for B2B companies
The digitalization of companies
Attract more Customers
Speed in the Purchasing Process
Retention
The concept of Omnichannel
Before we move forward, it is essential to understand the concept that we will be addressing in this blog post. Being Omnichannel means enhancing the Customer experience through the simultaneous interconnection of the company's different channels (offline and online).
There are many ways to apply this strategy. A simple example is to make a sale through the website, during a face-to-face meeting with a customer. Or, to make a sale in person with the customer, but to evaluate the products/services through the website, e-commerce and other digital channels.
Focus on decision makers
Take a quick look at how you shop or do most of your daily tasks. How thailand telegram viral many of them are exclusively online or offline? Nowadays, we see a product, look it up online, read reviews, look for different offers and may end up making the purchase in a physical store. We quickly absorb all the convenience of the digital market and want to apply it to every aspect of our lives.
This quick reflection is important to remind us of an extremely important factor: behind all B2B operations, there are decision-makers who have already incorporated all the facilities of the digital universe into their personal lives and, without a doubt, want the same in their professional field.
Research from Accenture has revealed that nearly half of B2B buyers are making work-related purchases on the same websites and apps they use for their personal lives. Whether it’s out of convenience, trust or habit, the way people shop is having an impact on how companies and suppliers are developing their business relationships.
Therefore, when developing an Omnichannel strategy, it is essential to focus on decision-makers and their relevance in the purchasing process, in order to enhance the desired results.
The benefits for B2B companies
A more dynamic business model, an increase in the number of customers and a faster sales process are just some of the advantages of omnichannel. Learn more about each of them in more detail.
The digitalization of companies
Changing the Buyer’s Journey is no longer a new thing for B2B companies. However, there are still many organizations that have not taken the first step towards digitalization.
Creating a website, developing a content strategy, making product/service offers available online and even having a presence on social media are some of the actions that companies that want to implement an omnichannel strategy must take. Only then will it be possible to begin integrating offline and online spaces for their consumers and potential customers.
Attract more Customers
Just like consumers, B2B buyers start their research online . Therefore, ensuring that information is available 24 hours a day, seven days a week is essential, and it is necessary to ensure that information is available to potential customers. This way, it is easier to attract potential customers who are in the process of researching the solution that your company offers, but are not yet familiar with it.
With omnichannel, it is possible to have different initial points of contact with your company, which can lead visitors and potential customers to ask questions or even close a new purchase.
Speed in the Purchasing Process
The traditional B2B sales process can be simplified as follows: the B2B buyer, interested in a product/service, contacts a salesperson from the company, clears up any doubts, schedules a meeting, presents the proposal to the other parties involved in the purchase, schedules a series of more meetings until the final contract is closed.
During this entire process, the B2B buyer is restricted to resolving their issues with the company's salesperson – this means being limited to business hours, availability, among other characteristics.
In an omnichannel structure, there is no limit to the time, day or date at which information can be consulted and queries resolved. By offering different points of contact for the buyer, B2B companies ensure faster purchasing processes. In this way, they can enhance results and give their employees more time to develop strategic activities.
Retention
Customer retention is a major challenge for B2B companies. Ensuring full assistance and presence at all stages of the purchasing journey should be a major focus for organizations.
The Omnichannel strategy allows B2B companies to provide this support to their potential and current Customers, across a variety of channels: website, mobile phone, telephone contact, video calls or face-to-face meetings. This ensures better development of a relationship between companies, sellers, buyers and everyone involved in the purchasing process.
Understanding consumer behavior is increasingly important for developing companies’ marketing and sales strategies. Likewise, it is essential to know who the decision-makers and people who will contact your company are. Understanding all the personas, their behaviors and how to attract them and turn them into customers is the great challenge that the omnichannel strategy can help solve for your company.