Change is inevitable. And big change is coming to B2B sales. Many B2B companies have relied on traditional sales methods, often depending on a sales team that has built relationships over decades by working through contact lists, sometimes even using an old-fashioned paper rolodex. These strategies, however, are running into serious challenges as the buying landscape evolves. With buyers becoming younger and digitally native, B2B companies must rethink their digital marketing approach to stay competitive.
The Changing Face of the B2B Buyer
For decades, the sales team’s personal relationships with clients were the cornerstone of securing deals. However, as a new generation of buyers enters the market, they come equipped with a more sophisticated approach to purchasing. Today’s buyers do their own research, consume content differently and independently, and evaluate multiple options before making a decision.
Unlike their predecessors, the younger generation of B2B buyers is less likely to place high value on long-standing relationships. They are looking for efficiency, value, and the best ROI. Many are also driven by short-term incentives to make purchasing decisions that will help them achieve their immediate goals, whether it’s advancing their career or getting a jump on competition.
Without a strong online presence, including a professional website, positive reviews, active social media, and relevant content, your company risks missing out on engaging this new breed of buyer. These buyers conduct much of their research online, and if you aren’t part of that digital ecosystem, you won’t be in the running.
Adapting Your Strategy: The Crawl, Walk, Run Approach
At Uplancer Agency, we help B2B companies transition from outdated sales tactics to a more digitally savvy approach. Our process follows a simple strategy: crawl, walk, run.
1. Crawl: Website Updates
The first step in adapting to a digital-first world is ensuring your website meets the basic expectations of today’s buyers. This could mean refreshing your design, improving user experience, and ensuring the site is mobile-friendly and easy to navigate. A modern, polished website is the minimum requirement for earning your buyer’s trust and attention.
2. Walk: Content Creation and Distribution
Once your website is up to par, it’s time to add more content. Content is king, but it needs to be distributed across the right channels. This includes not only your website but also social media, paid ads, and even email marketing. The goal here is to meet your audience where they are, providing valuable and relevant information that aligns with their needs. When potential buyers are researching, your content should be there to influence their decision-making process.
3. Run: Business Process and Automation
The final phase involves looking at your internal systems and processes. At this stage, implementing business tools like a CRM or marketing automation can help align your sales and marketing efforts. Dashboards that track performance and provide insights into customer behavior can help your team make more informed decisions and streamline the sales process. These tools not only improve efficiency but also help your team stay aligned with the needs and preferences of today’s digitally driven buyer.
Don’t Fall Behind: Start Competing Digitally Today
The digital shift is here, and if you’re still relying on old school sales process, you’re going to suffer (or perhaps already are suffering) the consequences. If your B2B company wants to continue thriving, it’s essential to evolve. Start by evaluating your website, enhancing your content, and implementing business tools that make your sales team more effective. At Uplancer Agency, we specialize in helping B2B companies navigate this transition and develop strategies that engage younger, digitally native buyers.
Ready to learn how to transform your sales strategy and digital presence? Contact us today and let’s get started.
