16 Feb Trends in B2B

The pandemic has generated transcendental changes, which has influenced business models. One of them is the B2B market, where technology and digital transformation have become more relevant in changing its activities and operations. Likewise, one of the main challenges is to reach your final customer, who has also evolved in relation to the service or product they want.

The decision makers of the client companies want to obtain a more agile and faster deal or service. They are looking for a company that provides them with stability and trust, as well as an efficient after-sales service. To do this, currently, the B2B market not only seeks to address professionals, but also prioritizes efficient communication with people. Therefore, companies must have clear objectives and capabilities such as rapid response and long-term links.

One of the trends currently being applied in the B2B market is personalization. Customers interact on different channels. For which it is essential that companies manage to be present in the main channels used by their target and potential audience. Likewise, adjust the message on how the company providing products or services can help its customers and thus obtain greater positioning in its market. In addition, customers seek to simplify their supplier evaluation processes and, above all, reduce risks. To do this, the emotional connection must be considered and in this way avoid the burden of a sense of risk and observe the more human side.

On the other hand, B2B companies opt for the application of artificial intelligence and process automation. One example is the implementation of chat bots. Which helps in generating a quick response in communication and presenting automated solutions to customers. Likewise, conversions can be increased through interactive emails and web platforms that help customers streamline their operations. Also, brand stewardship and building a sustainable impact must be considered. Although, in the past, business was managed or negotiated through face-to-face interaction, today it is limited. For which digitization must be carried out optimally to offer an excellent user experience within the channels it manages.

Finally, to apply all this, it must also be considered that the organization and the work team must be in accordance with the changes and be part of the cultural change within the organization. Therefore, an arduous training of the sales and commercial team will be needed to generate greater efficiency in understanding customers and to be able to offer better solutions in relation to their needs. From this it is expected to obtain greater growth as a company, to be in line with the changes generated in recent years and to have a better impact on its business clients.

References

Gutiérrez, U. (16 december, 2022). Digitalización en la industria B2B: Gestión de marca.   https://www.esan.edu.pe/conexion-esan/digitalizacion-en-la-industria-b2b-gestion-de-marca

Luque, I. (2020). Desafíos y soluciones en ventas, marketing y clientes. PWC.  https://www.pwc.pe/es/publicaciones/assets/brochures/PwC-Customer-B2B.pdf