Marketing and Sales Leaders Can Leverage Buyer Insights To Create Rewarding Digital Buying Experiences For Buyers
One significant outcome of the COVID-19 pandemic is the increasing desire on the part of buyers for digital buying experiences. Not that this type of outcome was ever in question. The capability to offer digital buying experiences was already anticipated to be of importance by the end of the decade. The pandemic has turned this forecast into a definitely now reality.
This new reality will put added pressure on CMOs and CSOs to coordinate strategies impacting the development of digital buying experiences. It is the type of development B2B organizations will have to attain deep buyer insights about if they hope to accelerate their revenue growth. At least have a chance to.
What has become evident in the past 14-16 months is B2B buying has undergone radical change. You can say that it has traveled from “shock and awe” to a new preference to buy digital-first if they can. Buyers have adapted fairly well to the idea of digital-first and remote buying. McKinsey recently shared that 70-80% of B2B decision-makers preferred remote human interactions or digital self-service.
I am using the term “digital-first” for a reason. There has been a subtle shift in buying behavior I’ve detected in recent in-depth buyer interviews. It sounds like this from a VP, Operations I interviewed:
“I love it! Look, some of the reps I have interacted with before are nice people….