Did you know that a Forrester survey showed that 74% of buyers carry out more than half of their online search before buying offline?
This trend shows that there has been a major shift in the buyer profile that companies must attract. Now, all companies must find a way to meet buyer needs with imagination, flexibility and, inevitably, by making use of new technologies.
In the B2C ecosystem this change has been seen for years, as more and more consumers buy online and from their devices.
How is this change being seen in B2B environments?
Firstly, it is undeniable that implementing major changes is slower when it comes to B2B models.
Companies are slower than end consumers to demand change and it is slower (and harder) for a customer to switch suppliers quickly. Often, all companies in the B2B environment replicate the same uninnovative patterns.
However, the pandemic has accelerated digitalisation and paradigm shifts of great magnitude have occurred that B2B can no longer turn its back on.
This change is no longer only technological, it is also a social and cultural change in the perception of how sales should be in modern times. Trends such as Big Data, multiexperience and Machine Learning are now present in everyone's daily lives.
In this context, the world of B2B is changing. New technologies have landed in commercial actions between companies, and not only for online sales. Digitalisation is also transforming the physical environments of meetings between salespeople and customers, which are very typical of the B2B sector.
