Innovating for Success
The Future of B2B Sales Strategies
As the CEO of Linkability, Inc., I am privileged to lead the development of innovative and impactful marketing strategies across a wide variety of industries within the B2B space. Today I'm going to share my insights on the current trends transforming the B2B sales landscape. With the constantly evolving world of sales, it's imperative for companies to stay ahead of the curve to ensure long-term success. By embracing these changes, businesses can stay relevant and thrive in an ever-competitive market.
One trend that is redefining the future of sales is the shift toward putting customers at the center of growth.
According to a report by Salesforce, 71% of outperforming organizations are hiring more hybrid sales roles in 2021. Additionally, 65% of customers prefer remote human interactions or digital self-service over traditional interactions. This shift in customer behavior has prompted leading B2B companies to re-evaluate their sales strategies and adopt new ways of working.
As a company, we help our clients succeed in the new era of sales by providing a customer-first approach. We use predictive and prescriptive analytics to build comprehensive views of our clients' customers, including their behavior and intent. This enables us to create customized buying journeys that engage, convert, and retain customers. Additionally, we utilize a hybrid selling model to meet customers where they are and adapt to their needs throughout the sales process. By combining these approaches, we help our clients achieve their sales goals and drive business growth.
A customer-first approach offers the following benefits:
Increased focus on customer experience: By placing customers at the center of growth, companies prioritize the customer experience and ensure that their needs and preferences are met. This shift in focus can lead to higher customer satisfaction and loyalty, ultimately driving business growth.
Adoption of hybrid sales roles: The rise of hybrid sales roles, which combine both traditional and digital sales methods, reflects the changing nature of customer interactions and the need for companies to adapt to new ways of working. This approach allows companies to provide customers with the best of both worlds: the personal touch of human interaction and the convenience and efficiency of digital self-service.
Shift towards remote and digital interactions: With 65% of customers preferring remote human interactions or digital self-service, it's clear that companies need to embrace digital and remote sales strategies to meet customer demand. This shift towards digital and remote interactions can help companies improve efficiency, reach a wider audience, and provide customers with the flexibility and convenience they expect in today's fast-paced business environment.
Another trend that is driving the future of B2B sales is the shift toward breaking the channel mindset.
According to a study by Gartner, when customers get what they want, they're willing to spend in excess of $500,000 or more without ever meeting the seller in person. This changing behavior has prompted leading B2B companies to adapt in three ways. The first is to adopt a hybrid selling model, which represents 70 percent of the sales roles. The second is to meet customers where they are, and the third is to drive sales through unexpected channels such as influencer marketing and buying communities.
LinkedIn has also emerged as an integral part of the future of B2B sales. According to a study by the Harvard Business Review, LinkedIn is 277% more effective at generating leads than other social media platforms. Furthermore, another study by the Content Marketing Institute found that LinkedIn is the most effective platform for B2B content marketing, with 94% of B2B marketers using the platform. The platform's ability to connect businesses with potential clients and its extensive network of professionals makes it an essential tool for B2B sales.
A few examples of industries embracing the shift are:
SaaS (Software as a Service) Companies: SaaS companies are using LinkedIn to reach potential customers directly, bypassing the traditional sales channels of software vendors. For example, they can use LinkedIn to target decision-makers in specific industries or companies, share informative content, demonstrate their expertise in their field, and nurture leads until they are ready to purchase.
Professional Services Firms: Professional services firms leverage LinkedIn to build relationships with potential clients, showcase their expertise, and generate referrals. For instance, they can use LinkedIn to share thought leadership articles, connect with individuals in their network, and engage in discussions with industry experts and potential clients.
B2B E-commerce Companies: B2B e-commerce companies are breaking down the traditional barriers of sales channels by leveraging LinkedIn as a direct sales platform. For example, they can use LinkedIn to showcase their products and services, engage with potential customers in real time, and offer a seamless purchasing experience without needing face-to-face interaction. Additionally, they can use LinkedIn to build relationships with suppliers and distributors, strengthening their supply chain and ensuring long-term success.
At Linkability, we're always looking for ways to stay ahead of the curve in the world of B2B sales. By adopting a customer-first approach, breaking the channel mindset, and helping clients maximize LinkedIn, we set our clients up to be well-positioned to succeed in the future of B2B sales.
We hope this insight into the changing landscape of B2B sales has been informative and valuable. We believe that the future of B2B sales is bright, and we're eager to continue exploring new and innovative ways to help our clients succeed!
If you have any thoughts or ideas on this topic, we'd love to hear from you. Feel free to share your thoughts in the comments or connect with us directly.
Here's to our ever-evolving future!
The Moving Forward Newsletter is a bi-weekly advice column by Kim Peterson Stone, the CEO of Linkability.us where we give you a peek behind the curtains into what it takes to put together campaigns that help you grow your business and career on LinkedIn and in Real Life.
If you have friends or peers that you believe would benefit from this content, please feel free to share it!