5 Trends That Prove B2B is Turning Into B2C
The digital world is changing the way consumers purchase products, pushing businesses to find new ways to operate. Business to Business (B2B) companies are just beginning to embrace the new buyer journey and taking some notes from Business to Consumer (B2C) efforts.
1. Plumping Up The Online
The art of B2B sales has always included swaying customers to meet face-to-face or on the phone before revealing all your cards. The mystery before the meeting meant B2B websites often lacked appeal, or really any valuable information. While sales representatives are excellent at providing the human element, buyers prefer to complete about 2/3rd of their buying journey before talking to a sales rep. The new buying process has pushed B2B companies to plump up their online presence and product information.
2. Making it Personal
B2C companies have always known that marketing efforts need to be personal to reach the right customer. B2B is beginning to follow suite by leveraging customer behavior data to hone in their messaging for segmented audiences. The one-size-fits-all generalized messaging is out the window and personalized outreach is in.
3. Shared Knowledge
Historically, B2B sales representatives worked for many years to build personal relationships with their prospects and customers. The customer buying behavior and preferences data lived almost entirely in a sales reps head – not in a computer. But the days of Tommy Boy type sales are quickly fading. Behavior and preferences are now collected from multiple interactions across channels that customers interact with – what B2C has been doing for years. Generally, customer information is housed in the cloud making it a lot more accessible to any service representative who interacts with the customer. The new method allows for deeper customer insights, fast and efficient customer service, and better merchandising visibility. Even more important, the free flow of information creates better customer connections.
4. Decision Makers
In the world of B2B sales, reaching the decision maker (a.k.a. The one who approves all) has always been top priority for sales reps. Messaging was typically always aimed at the decision maker and very little effort was spent on the end-user (a.k.a. The ones who actually use the product). But times are changing and now pleasing the end-users is just as important as making the decision maker happy. Just like B2C, B2B is finding that reaching every user, whether or not they have the power of approval, is proving valuable.
5. Mobile Capable
Another outcome of our digital world is the modern business worker. The average employee is always connected and often working even when not in the office, which means there is a solid chance that a buyer is evaluating your B2B website on their mobile device. Mimicking B2C consumers, B2B buyers want the flexibility to view your offerings on any device – making it increasingly imperative for business websites to be mobile friendly.