Average B2B buyers use six different interaction channels across their buying process

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 01, 2020, 9:16 AM UTC

Over half of B2B companies are finding selling via video, phone or web to be as effective, “if not more” than pre-COVID sales models.

This article highlights B2B ecommerce trends brands could follow to meet buyers’ expectations. The average B2B buyer uses six different interaction channels across their buying process. Buyers’ transaction volumes are shifting from single-channel offline to omnichannel and online-only.

Self-service purchase processes can help enhance customer services and support prospects more strategically without using live interactions. With 73% of ecommerce sales expected to be made on mobile, brands should deploy mobile-first ecommerce sites using progressive web apps (PWAs).

B2B brands can further leverage automation softwares like Zapier for scheduling emails and driving efficiencies in the supply chain. Creating personalised content, implementing AI and machine learning, and data analysis can help B2B brands make effective ecommerce decisions.

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