B2B Buyer Behavior Favors Self-Service
As B2B buyer behavior evolves towards self-serving decisions and reduced reliance on traditional service models, businesses must adapt to protect their market share. In this article, we explore strategies to navigate the new era of buyer decisions and deliver value to customers through a blend of digital and human interactions.
- Embrace Rep-Assisted Digital Commerce:
Despite 75% of B2B buyers preferring a rep-free experience, self-service digital commerce often leads to purchase regret. To maximize customer value, businesses should combine digital and human interaction in rep-assisted digital commerce. Creating an ecosystem of buyer value, including digital supplier interactions, sales representatives, and third-party expertise, fosters customer satisfaction (Gartner).
- Understand Mobile Influence and Social Media Impact:
With 60% of inspiration and search happening on mobile devices, businesses must ensure their online presence is optimized for mobile experiences. Social media plays a significant role, influencing 32% of the buying process. Integrating mobile-friendly strategies and leveraging social media platforms can enhance customer engagement (Wunderman/PWC).
- Shift from Offline to Digital:
Historically, a substantial portion (49%) of decisions were made offline through sales representatives. However, digital transformation requires breakthroughs in B2C, DTC, or B2B interactions to drive awareness of capabilities. Aligning with emerging trends and including digital strategies in your roadmap can help maintain a competitive edge.
- Utilize Digital Tools and Automated Experiences:
To stay competitive and meet the changing expectations of buyers, businesses should focus on streamlining the buying cycle by leveraging digital tools and automated customer experiences. With online purchasing decisions projected to rise by up to 11% in the next five years, embracing digital sites and mobile apps becomes crucial (Wunderman/PWC).
Adapting to the new era of B2B buyer behavior requires a strategic approach. By combining digital and human interactions, optimizing for mobile experiences, embracing digital transformation, and utilizing automation, you can protect your market share and cater to the evolving needs of customers. Stay ahead of the curve, leverage digital tools, and embrace buyer-centric strategies to thrive in the ever-changing B2B landscape with Bridgenext (formerly DEFINITION 6) as your expert guide. Contact us for more information.
