INSIGHT | READING TIME: 5 MINUTES | 29 MARCH
B2B Sales as we know it is Dead: Why Ugly Buying Experiences are Killing Your Business
With some 20 years of relevant B2B sales-marketing experience, I’ve witnessed the digital revolution fundamentally alter the sales landscape. Over the past decade, I’ve honed my skills in digital marketing as a complement to sales, providing me with a deeper understanding of the challenges organizations face as they adapt to the new buying process.
It took a pandemic, a technological shift, and an economic downturn
We’re in the midst of a B2B sales upheaval, where old sales processes no longer suffice for the new buying process. It took a pandemic, a technological shift, and an economic downturn for the stars to align and create a scenario where leading B2B organizations are revamping their entire sales approach to adapt to new buying behaviors. Additionally, the introduction of AI and other technologies in communication demands a shift in communication methods towards interactive selling.
Revitalizing B2B: Thought Leadership and CXO
In this journey of transformation, the customer is in the driver’s seat. Those who can help customers make their purchases will prevail over those who pay dearly to push messages to their target audience. The digital revenue potential is growing, and my belief is that winning B2B companies can achieve digital success by excelling in thought leadership and adapting the buying experience (what we call Customer Experience Optimization or CXO).
It’s time to get to the root of who in the world decided that B2B should be unappealing and dull. Let’s stand up and “bring sexy back” in B2B. We deserve beautiful and user-friendly experiences – if nothing else, we need to adapt to Generation Z (up to twenty-something-year-olds), who will not accept anything less than the best.
Creating a stronger relationship between your organization and its target audience
True industry leaders recognize that implementing a thought leadership strategy isn’t just a ”nice-to-have,” it’s a necessity for long-term success. Edelman’s Trust Barometer highlights that trust in an organization surges when its leaders are visible and renowned in their field. Harvard Business Review and McKinsey & Company both attest to the impact of thought leadership on customer value and organizational growth. As a deep expert in your industry, boldly communicating your insights is a critical step in leading the market and inspiring others to follow suit.
To truly dominate in CXO, companies must recognize that simply being ’best-in-class’ is average at its best. The need of the hour is to embrace the ’next practice’ – harnessing the power of data and analytics to not only meet but exceed customer expectations and deliver a truly exceptional end-to-end experience.
Change is never easy, but those who fail to adapt will be left behind. One must gain a deep understanding of their market and customer needs to create a buying experience that exceeds expectations. With the right strategy and bold implementation, businesses can not only meet but exceed their customers’ demands, solidifying their position as leaders in their industry.
Convinced it’s time for a seismic shift in the B2B sales process
As a battle-tested B2B veteran with over 20 years of experience in sales and digital marketing, I’m convinced that it’s high time for a seismic shift in the B2B sales process. The key to winning in this game is by embracing thought leadership and CXO, which allows companies to create an unrivaled buying experience that sets them apart from their rivals, and firmly establishes them as a force to be reckoned with in the market.
