The pandemic has changed how we work and strategies that we adopt. Thus, there have been many B2B sales trends that have shaped the industry in the past two years. The biggest trend is the need for a digital client journey.
Digital Client Journey
The ability to execute remote sales is more important than ever. Clients engage with a company digitally every day. As technology advances, their interactions will become more and more central to their experience with a brand or company. The digital customer journey has gained a lot of attention over the past few years, so much so that it’s now one of the top topics in business. This is because it is expected to have a huge impact on B2B marketing strategies in 2021.
Companies who create mobile-friendly websites and make use of mobile apps to enhance the customer experience are at an advantage over others. Increasing digital attempts through webinars, blogs and other content, all help in creating these sticky leads. Further, sales should look to adapt by having efforts like chatbots to assist without the prospect having to call. All of these changes contribute to a more seamless digital journey.
The ability to use data
The benefit of this trend is the ability to use deeper data insight. Today, the landscape is shaped by a focus on an increasing number of mobile data collection tools. Therefore, this allows business to analyse and get key client data in real time. You no longer need to wait to see if your strategy was successful. Now, it is possible to collect valuable data on the impact of your marketing and branding efforts and consumer behaviour during the digital buying journey.
The more data you have about your audience, the better equipped you are to create content that will resonate with them. Research shows that delivering relevant content is one of the best ways to keep people engaged. This is especially when it is directly related to their interests.
How to adapt?
There are many tools to help improve your digital customer journey. Tools such as Triggr uses data to help identify when it is best to reach out to a prospect and bring them on your journey. Tools such as Zoho CRM, Pipedrive and Nimble are all helpful in managing your clients across their journey.