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

66% of sales professionals say leads generated from customer referrals are the highest quality leads they work.

Top Performers Have 63% Less Focus on Product Features

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

71% of sales reps say that building personal rapport has a substantial impact on converting a prospect.

21% of sales professionals who sell remotely say emails are the most effective channel for remote selling

56% of sales professionals get leads from existing customer referrals.

Top Performers Make 54% More Conversation Switches on Calls and 78% More in Presentations

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

B2B buyers are 57%-70% through buying research before contacting sales.

21% Higher Job Satisfaction for Salespeople Spending More Than 4 Hours a Day on Sales Activities

More Remote B2B Sales Stats

74% of CSOs report they have recently or are currently updating their seller skills profile for virtual selling, and 61% of CSOs are already investing in new technology to enable virtual selling.

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

82% of top performers say they “always” perform research before reaching out to prospects, and report higher usage of sales technology across the board.

77% of B2B decision-makers prefer video meetings over phone calls with vendors

Only 32% of sales pros report that a virtual sales process requires more meetings to close deals.

28% of B2B organizations now have hybrid sales roles

According to a research conducted by Salesforce, 61% of sellers say it’s harder to sell virtually.

66% of teams were satisfied with the results that they are getting from using custom-recorded video in their sales processes.

78% of salespeople that make use of social media outsell their peers

Only 15 percent of sales calls add enough value, according to executives surveyed.

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