Today, it is more important than ever to consider marketing. And sales processes as a single cycle in which potential buyers are involved. The New B2B Sales Cycle in the Digital Age.
This path includes many more touchpoints than you might imagine and each of them is strategic to advance along the buyer’s journey.
In today’s article we will go into the merits of the steps of a b2b sales cycle that leads to the result.
What are the phases that characterize the b2b sales cycle?
An initial contact between a company and a prospect can be generated organically. Therefore starting from an online search. Or from a sponsored ad on social media. In the latter case. It is very likely that users will have to come across the ad several times before making the decision to act. At this point, we are faced with different scenarios. Once they land on the landing page, users can leave their data and convert, therefore advancing along the buyer’s journey. Likewise, it may take several landings on the same page before the prospect becomes a lead.
Once potential buyers have landed on the landing page and left their data in exchange for content. A request for advice or a demo booking, the sales process begins.
The b2b sales process
Before delving into the dynamics of the b2b sales process. It is necessary to take a step back and consider the real needs – and new habits – of prospects; nowadays. Most users who browse online know how to protect themselves from forced or unwanted sales attempts. This natural distrust increases the difficulties for the company which. To attract the attention of potential buyers, must not only speak their language, but offer something unique.
Conversion begins with quality content
That’s right: in the digital age, content – and the way it is conveyed – makes the difference in terms of the number of conversions. The effectiveness of what is communicated is closely linked to the emotional aspect. Or how confident the prospect feels about what the company is communicating. This element determines the level of trust of users, the first step to be guided along the buyer’s journey and finalize the purchasing process.
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Improve communication between company departments
Marketing, sales and customer service have little c level executive database or nothing in common? Nothing could be further from the truth: all company departments are interested in finalizing a professional relationship, satisfying the customer and increasing business volume.
For this reason, it is essential that company areas collaborate, ensuring canada email lead a linear and coherent flow of information. Each department should have access to the same information, structure a common strategy and share key details. It is therefore essential to rely on an excellent control and work tool, such as HubSpot’s CRM, a digital showcase of ongoing activities, necessary to have awareness of the current situation.
Make the process simple
The b2b sales process, in the digital age, cannot be without smart and agile tools. Communications between businesses and potential customers must follow a straightforward flow and, possibly, use ad hoc emails and messages.
This will improve the potential buyer’s listening predisposition, knowing that the company has respected its deadlines and commitments. Insistent calls or requests to set in-depth calls in the short term will not lead to positive results, but to a tightening of relations.
At this delicate stage, where the decision-maker is dealing with their own assessments, it can be helpful to agree with the happy team the creation of a dedicated workflow, in which it proposes ad hoc content, dedicated insights and exclusive services.
In today’s article we talked about b2b selling, with a particular eye on the era we’re living in, characterized by new tools of work and communication. Digitization has allowed sales processes to evolve, further marking the new role of buyers, now aware and informed decision-makers.
1. It helps drive traffic to the corporate website
Many companies, to increase traffic to their site, are used to using tools such as sending mail to a series of contacts purchased from third parties or sponsored by a paid ad.
Both of these solutions, however, are not optimal: they do not take into account the long-term results and are very expensive in terms of economy.
Using a blog can therefore
Be an important resource to attract traffic to the b2b site: every time you create a new article. Assuming proper SEO optimization. You also create a new chance of indexing and provide Google with a clear signal on ‘site activity, a very important element for defining the ranking.
This way, if one or more items rank on the first page of Google. The company will be perceived as a trustworthy source by potential customers and more chances of conversion will arise.
2. Create a database of reusable social media content
Every new content published on the blog platform is a possible new social media post. In the case of b2b especially Linkedin or Twitter.
This allows the social media manager not only to not have to constantly create new content – and as a result have more time to focus on other activities or develop specific posts more thoroughly – but also to spread and promote the company blog across channels social, always maintaining an active corporate presence on the platforms.
