In 2021 and beyond, it’s as much about recomposing the reality of target accounts as it is about the remote customer experience.
The spread of COVID-19 shook up the B2B sales economy. Enterprises have been forced to take strategic steps to combat the economic consequences of the crisis and keep pace with constantly shifting customer demand. Amidst this adversity, lessons on the future of B2B sales are emerging.
On the surface, it seems obvious: B2B sales are moving more into the digital landscape. But while the opportunity is significant in the digital realm, so is the pressure to capitalize on it. Sales teams are further dependent on marketing teams for the data on prospective customers — as they’re unable to ‘press the flesh’ in person. Those B2B leaders who commit to further digitizing their go-to-market models, must ensure they gain a competitive advantage through enterprise-class ABM strategies.
For example, research by McKinsey found more than 75% of buyers and sellers say they now prefer digital self-serve and remote human engagement over face-to-face interactions. That’s a remarkable shift, but one that makes sense in context of the global pandemic. In fact, the shift to digital and remote engagement has been embraced by sales leaders, empowered by the new dynamics virtual selling is creating in their workforces. However, to remain relevant in a rapidly shifting digital economy while maintaining critical business continuity, the sales and marketing leaders of tomorrow must realize that demand from their target accounts may shift, and to reprioritize accordingly.
Intent data can provide the insights that translate to highly personalized interactions, which is vital to sales in a digital world. Sales teams need to execute on those insights quickly and use them to create the personalized experience needed to build long lasting business relationships in today’s digital world.
To address uncertainty, remain relevant, and stabilize revenue, B2B sales and marketing leaders should reinvent their approach to sales now, focusing on three key areas. Let’s take a closer look.