The romance between B2B sellers and phones is ending

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 09, 2021, 6:19 PM UTC

Technology is disrupting the decades worth of B2B buying patterns.

Phone calls, once synonymous with B2B sales, might soon be on their way out. A majority of B2B decision-makers (77%) prefer communicating with vendors prefer video calls over phone calls. Part of the reason for the shift is that most marketers (53%) associate higher ROI with inbound calls than outbound calls.

The change in attitude among B2B decision-makers is not limited to phone calls. They want greater autonomy in the buying process and are willing to buy without face-to-face meetings. A McKinsey report found that 70% were prepared to spend over $50,000 on an entirely remote or self-service purchase.

Technology has also impacted the sales side, with three-quarters describing technology as “critical” or “extremely critical” in closing deals. Tech makes sales teams more efficient while helping in personalisation, better lead generation and highlighting key product features.

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