How to adapt to new B2B purchasing behaviors?
Posted: Sun Jan 05, 2025 10:41 am
Are your salespeople still spending all their time cold calling to find prospects? Are they still going door to door?
Are you still spending a large portion of your marketing budget on trade shows or purchasing contact databases that you bombard with sales emails?
If so, you have inevitably realized that those Old School levers no longer respond as well as they used to .
It is even very likely that you work 10 times harder in the hope of obtaining the results that made your company so successful just a few years ago.
Rather than being stubborn, what if you rethink the way you sell?
Why modernize your marketing and sales strategy?
Cold calling, door-to-door canvassing, mass emailing and trade shows have been nigeria email list generating the majority of your revenue for years.
So I understand that you are reluctant to review your marketing and sales methods. However, you have no choice. The economic health of your company depends on it in the more or less short term .
The buyer is forcing you to completely rethink the way you sell.
With the Internet and social networks, the buyer has at his fingertips all the information he needs to learn about your offers, those of your competitors and your market in general.
You can no longer simply promote your offers to him because:
The buyer knows as much as you do about what's going on in the market.
The buyer prefers to seek information when he needs it rather than having it imposed on him.
If you don't synchronize your marketing and sales strategy with the new behaviors of the online buyer, you will quickly lose your advantages over the competition and will inevitably see your turnover stagnate and then decrease .
Do you want to modernize your marketing and sales strategy? Download our guide to do it successfully in 4 steps!
5 steps to adapt to new B2B purchasing behaviors
1. Stop selling, guide!
Want to adapt to new B2B purchasing behaviors? Stop selling!
As we have seen previously, the buyer has at his disposal all the information he needs to carry out his own purchasing decision.
Promoting your offers to him is pointless. The buyer expects something else from you. The buyer wants you to guide him in his purchasing decision.
buyer journey: how to attract customers with inbound marketing
In short, the buyer wants you to answer all the questions they ask themselves throughout the purchasing process : from becoming aware of their problem to making a decision, including identifying and analyzing solutions.
You must therefore adapt your marketing and sales strategy in this direction. And this inevitably involves a perfect knowledge of your target and the next step: content creation.
2. Create web content
The buyer conducts between 65 and 90% of his purchasing considerations alone. Where? Mostly on the Internet.
You must therefore put in place a marketing and sales strategy that will allow you to attract the buyer's attention throughout their consideration process.
How to do it?
The buyer asks questions. To find answers, he goes either to a search engine – Google, not to name it – or to social networks.
To attract the buyer's attention, you must therefore publish quality content that will be well referenced in search engines and shared on social networks .
3. Personalize and contextualize your sales approaches
If there is one thing that buyers can no longer stand, it is this: receiving communications that are not personalized and that do not perfectly correspond to their context.
Whether it's on your website, blog, email or phone, you need to do everything you can to send the right message to the right person at the right time.
In short, you must use all the information you have at your disposal so that the buyer fully identifies with your content .
When he visits your website, reads one of your emails or answers your call, he must feel that you know him perfectly and that you know how to help him solve his problem and achieve his goals.
4. Use the right levers to reach the buyer
A marketing and sales strategy that is perfectly adapted to B2B purchasing behavior is a complete strategy.
The buyer conducts his purchasing consideration on different channels: a B2B buyer consults between 3 and 5 different content formats during his purchasing consideration.
Concretely, you must not only write the right content for the right person but you must also publish it in the right place.
What social networks does your target use? Do they check emails? Blogs? Forums? If so, when and how often?
Answering these questions will help you build the optimal marketing and sales strategy.
5. Move to Inbound Marketing
Inbound Marketing is a strategy that consists of using the Internet and social networks to offer your target audience high added-value content and attract their attention during their purchasing process.
Are you still spending a large portion of your marketing budget on trade shows or purchasing contact databases that you bombard with sales emails?
If so, you have inevitably realized that those Old School levers no longer respond as well as they used to .
It is even very likely that you work 10 times harder in the hope of obtaining the results that made your company so successful just a few years ago.
Rather than being stubborn, what if you rethink the way you sell?
Why modernize your marketing and sales strategy?
Cold calling, door-to-door canvassing, mass emailing and trade shows have been nigeria email list generating the majority of your revenue for years.
So I understand that you are reluctant to review your marketing and sales methods. However, you have no choice. The economic health of your company depends on it in the more or less short term .
The buyer is forcing you to completely rethink the way you sell.
With the Internet and social networks, the buyer has at his fingertips all the information he needs to learn about your offers, those of your competitors and your market in general.
You can no longer simply promote your offers to him because:
The buyer knows as much as you do about what's going on in the market.
The buyer prefers to seek information when he needs it rather than having it imposed on him.
If you don't synchronize your marketing and sales strategy with the new behaviors of the online buyer, you will quickly lose your advantages over the competition and will inevitably see your turnover stagnate and then decrease .
Do you want to modernize your marketing and sales strategy? Download our guide to do it successfully in 4 steps!
5 steps to adapt to new B2B purchasing behaviors
1. Stop selling, guide!
Want to adapt to new B2B purchasing behaviors? Stop selling!
As we have seen previously, the buyer has at his disposal all the information he needs to carry out his own purchasing decision.
Promoting your offers to him is pointless. The buyer expects something else from you. The buyer wants you to guide him in his purchasing decision.
buyer journey: how to attract customers with inbound marketing
In short, the buyer wants you to answer all the questions they ask themselves throughout the purchasing process : from becoming aware of their problem to making a decision, including identifying and analyzing solutions.
You must therefore adapt your marketing and sales strategy in this direction. And this inevitably involves a perfect knowledge of your target and the next step: content creation.
2. Create web content
The buyer conducts between 65 and 90% of his purchasing considerations alone. Where? Mostly on the Internet.
You must therefore put in place a marketing and sales strategy that will allow you to attract the buyer's attention throughout their consideration process.
How to do it?
The buyer asks questions. To find answers, he goes either to a search engine – Google, not to name it – or to social networks.
To attract the buyer's attention, you must therefore publish quality content that will be well referenced in search engines and shared on social networks .
3. Personalize and contextualize your sales approaches
If there is one thing that buyers can no longer stand, it is this: receiving communications that are not personalized and that do not perfectly correspond to their context.
Whether it's on your website, blog, email or phone, you need to do everything you can to send the right message to the right person at the right time.
In short, you must use all the information you have at your disposal so that the buyer fully identifies with your content .
When he visits your website, reads one of your emails or answers your call, he must feel that you know him perfectly and that you know how to help him solve his problem and achieve his goals.
4. Use the right levers to reach the buyer
A marketing and sales strategy that is perfectly adapted to B2B purchasing behavior is a complete strategy.
The buyer conducts his purchasing consideration on different channels: a B2B buyer consults between 3 and 5 different content formats during his purchasing consideration.
Concretely, you must not only write the right content for the right person but you must also publish it in the right place.
What social networks does your target use? Do they check emails? Blogs? Forums? If so, when and how often?
Answering these questions will help you build the optimal marketing and sales strategy.
5. Move to Inbound Marketing
Inbound Marketing is a strategy that consists of using the Internet and social networks to offer your target audience high added-value content and attract their attention during their purchasing process.