A Guide To B2B Buyers in 2021
Covid-19 has permanently altered the DNA of B2B buyers. Businesses that don’t adapt quickly to meet buyers’ digital-first preferences risk unfulfilled quotas, insufficient pipelines and profits well below expectations.
Organizations must acknowledge post-pandemic buying behaviors, cater to new time and attention constraints and streamline messages. Every interaction is a measured investment from a buyer accustomed to immediate gratification. McKinsey finds that 70%-80% of prospects prefer remote interaction or digital self-service.
Sellers today must hone the skill set of directing potential buyers through the digital-first funnel. The entire buying journey must now prioritize the buyer’s time by facilitating an easy, smooth transaction. People are spending more time than ever before consuming digital content — from Zoom calls to Netflix shows and everything in between. This means B2B buyers are bringing their private digital consumption standards with them to the buying process. A brand’s online chat, product review sites and social media channels need to be buttoned up, branded consistently and ready to provide on-demand support.
Anticipating New Expectations As Digital B2B Buyers
The next step in comprehending today’s business-to-business customer is to become aware of the new needs and expectations that have emerged in the post-pandemic environment.
One of the most fundamental changes in today’s market is the way consumer purchase experiences mold buyers’ expectations throughout all digital interactions with providers.
This means that B2B buyers bring their own private digital consumption criteria to the purchasing process.
For example, consumers are consuming more digital information than ever before – everything from Zoom meetings to Netflix programs and everything in between.
We’re accustomed to high-quality productions, and when we look at a screen, we carry those same high standards to virtual meetings and sales conversations. This standard now also extends to other digital avenues of engagement.
Online chat, product review sites, and social media outlets for a company must be organized, consistent in branding, and prepared to provide on-demand service with fast answers.