How can businesses effectively engage with B2B customers across multiple channels during their decision-making process to drive growth and sales?

B2B customers use 10 different channels during their decision-making process

In the age of digital marketing, B2B customers have an overwhelming number of channels available to them for researching and making purchasing decisions. According to a report by McKinsey & Company, B2B customers use an average of 10 different channels during their decision-making process. This means that businesses looking to sell to other businesses need to have a strong presence across multiple channels to be successful.

The report also found that B2B customers tend to use different channels at different stages of the decision-making process. For example, during the initial research phase, customers may turn to search engines, industry-specific websites, and social media to gather information. As they move into the evaluation phase, they may seek out recommendations from colleagues or industry experts, attend trade shows and events, and engage with sales reps directly.

To succeed in this multi-channel environment, businesses must ensure that they have a presence across a variety of channels and that they are providing consistent and relevant messaging at each touchpoint. This requires a deep understanding of the customer journey and a strategic approach to marketing and sales.

One way to ensure a strong presence across multiple channels is to implement an omnichannel marketing strategy. This means integrating all channels, both online and offline, to create a seamless and consistent customer experience. By doing so, businesses can ensure that customers receive the same messaging and level of service regardless of which channel they use.

Another key factor in successfully navigating the multi-channel reality of B2B customer decision-making is to focus on providing valuable content that addresses the specific needs and pain points of the customer at each stage of the journey. This can include whitepapers, case studies, webinars, and other types of content that position the business as a trusted expert in their industry.

The reality of B2B customer decision-making is that it is a multi-channel process, and businesses need to adapt their marketing and sales strategies accordingly. By having a strong presence across multiple channels, providing consistent messaging, and focusing on valuable content, businesses can succeed in this complex environment and win the trust and loyalty of their customers.

To learn more about how to develop an effective multi-channel marketing and sales strategy, book a consultation with SalesLion today.

More 2022 Stats

2% is the average success rate for cold calling

Sales enablement initiatives increased sales for 76% of companies by 6%-20%

43% of sales professionals say email is the most effective channel for selling.

67% of customers prefer self-service over speaking to a company representative

47% of Sales Professionals Don’t Cite Selling as Their Main Activity

72 percent of business leaders said that sales tool integrations are essential to retaining business and beating the competition.

71 Words per Minute: The Surprising Speech Speed of Top Performers, Who Speak 6% Slower Than Their Peers

A study by Skaled revealed that sales reps using virtual presentation tools increased their close rates by 28%

LinkedIn is the #1 social media platform for B2B leads.

8% of salespeople say that their sales teams generate high-quality leads

More Remote B2B Sales Stats

Only 10 percent of executive customers said sales calls provide enough value to warrant the time they spent on them.

91% of customers say they’d give referrals. Only 11% of salespeople ask for referrals

85 Percent of Consumers Conduct Online Research Before Making a Purchase Online

50% of buyers say working remotely has made buying easier.

Over 66% of sales pros report their team will stay remote or work in the office part-time in the future.

91% of salespeople have indicated they don’t want to return to full-time office work when asked about their future career plans.

Customer referrals account for 54% of all B2B leads.

49% of teams are using video as part of their sales process.

48 hours after a virtual sales call, buyers only retain 10% of what you talked about.

Writing your subject line entirely in upper case significantly reduces response rates by 30%

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