Many B2B companies have relied on traditional sales methods, which are often dependent on a sales team building relationships over decades and working through them. Sometimes that means using an old-fashioned paper Rolodex! These classic strategies, however, are running into serious challenges as the buying landscape evolves. As buyers become younger and more digitally native, B2B companies must rethink their digital marketing strategies to remain effective in sales.
Let’s explore younger buyer habits and how you can adapt your sales and marketing to win them over.
The Changing Face of the B2B Buyer – A Younger Look
For decades, the relationships that your sales teams could leverage 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 research using tools like ChatGPT and Copilot rather than relying solely on search engines.
- Consume information independently and differently through concise, scrollable content.
- Evaluate multiple options and consider socials and reviews before making a decision.
Unlike their predecessors, the younger generation of B2B buyers is less likely to place high value on long-standing relationships. Instead, they look for efficiency, value, and the best ROI. Whether advancing their career or getting a jump on the competition, many are also driven by short-term incentives to make purchasing decisions that will help them achieve their immediate goals.
Without a strong online presence, such as a professional mobile-first website, positive reviews, active social media, and relevant content, your company risks missing out on engaging this new breed of buyer.
Adapting Your Digital Strategy: The Crawl, Walk, and 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At Uplancer Agency, we help B2B companies transition from outdated sales tactics to a more digitally savvy approach.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, and run.
1. Crawl: Modern Website Updates
The first step in adapting to a digital-first world is ensuring your website meets the basic digital 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: Engaging Content Creation and Distribution
Once your website is up to par, it’s time to support it with consistent content. Content is always king, and it needs to be distributed across the right channels, including not only on your website but also on social media, paid ads, and email marketing. The goal is to meet your audience where they are, providing valuable and relevant information that aligns with their needs and lifestyle.
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 your sales process. Every industry has nuances among its younger buyers, and marketing tech helps you better understand and target them.
Don’t Fall Behind: Start Competing Digitally Today
The digital shift is here, and if you’re still relying on old-school sales processes, you’re going to suffer (or perhaps already are suffering) the consequences. If your B2B company wants to thrive, it’s essential to evolve with your buyers. 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!
