🔄 The Digital Shift: Navigating New Buying Behaviors Post-COVID🌐
From handshake to click-track – mastering the new rhythms of B2B engagement.
The FuturePrint article sheds light on the evolving B2B landscape, particularly in the office technology niche, where the pandemic has catalyzed a shift towards a digital-centric buying process.
“…research projects that by 2025, “80% of B2B sales interactions between suppliers and buyers will occur in digital channels.” 33% of all buyers desire a seller-free sales experience—a preference that climbs to 44% for millennials...”Gartner
This change is driven by the need for comprehensive online information and the desire for a seller-free experience, especially among younger buyers who favor self-service tools and digital channels for decision-making. Businesses that adapt their marketing strategies to these new behaviors, focusing on creating a strong digital presence and providing valuable content influence buyers well before they engage with sales representatives.
There has been a shift in purchasing since COVID which includes the following:
- Greater buyer promiscuity
- Less reliance on previous relationships
- Group buying and group decision-making
- Decline in the importance of salespeople in the early phase
Gartner’s research supports this, projecting that by 2025, 80% of B2B sales interactions will occur digitally, with a significant portion of buyers, especially millennials, preferring a seller-free sales experience. Forbes echoes this sentiment, suggesting that B2B marketers draw inspiration from B2C strategies, focusing on direct customer engagement and virtual communication.
The copier industry continues to nurture potential clients with strategic content that builds brand awareness over time. This long game plays into the extended sales cycle characteristic of copier purchases, where decisions are made infrequently but with significant impact. Sales strategies should not only target the active 5% but be present in the minds of the 95%, ensuring that when market conditions shift, the brand is at the forefront of consideration.
– Greg Walters, Head Writer