Digitize to grow your B2B business

Digitization has revolutionized the traditional sales process. In the past, sales reps or sales managers worked with leads, trying to get on-site appointments with the prospect or meeting them at events (1). Subsequently, product managers or experts provided in-depth information on the offer (2) after which the deal was closed by a commercial or financial profile (3).

Today, many contacts have been digitized. More and more the very first contact a sales person has with prospects will happen in the second phase of their customer journey. This means that salespeople need to be well-versed in product knowledge, or need to be assisted by an expert. Anyone who succeeds in convincing a B2B prospect with their expertise in this second phase has a much greater chance of eventually closing the deal – be it online or live.

Start from knowledge-driven marketing and communication
Today, the first contact with prospects does not always happen live. Lead Generation relies more and more on digital visibility and good online content. Trigger or convince your prospects with white papers, campaigns or editorial articles that convey indepth information and expertise. Focus less on 'advertising', but offer specialized content clearly highlighting relevance to the target audience.

Ensure frequency
Prospects are more likely to accept companies and brands which are perceived as market leaders or which are otherwise visible. So it is vital you are always present, across all channels and (online) media. Do not limit yourself to paid media: Public Relations is indispensable for B2B. Through regular and favorable press coverage, you ensure that you radiate authority and lower the threshold.

Create attractive ecosystems
Successful B2B players will get more out of their channels by aligning them, both visually and substantively. A seamlessly functioning digital ecosystem tailored to their customers and partners will encourage interaction and demand, and prevents customers switching shops.

The digital sales trend has made its way from B2C-markets to B2B-industries. Business clients expect to reach you any time of the day, through their favorite channels. Sure, with online interaction you miss out on the chemistry of a live interaction. But let's be honest: many products or services no longer require a time-consuming wooing phase. They are just as easily purchased through an online platform.

Even for high volumes, B2B customers increasingly prefer digital channels. So, develop these digital channels and tools with both small as big ticket sales in mind. And focus not only to the transaction, but on the total digital customer journey. Guide or nudge your customer through every phase: from exploration to interaction and purchase to after-sales service and facilitation of new orders.

The expectations of your B2B customers change quickly. As your transformation and communication partner, we make sure that you stay ahead of your competition - today and tomorrow. We gladly offer you the expertise we've gained working for big B2B players in diverse industries.

Together with your team, we determine the priorities and find new opportunities. Supporting you throughout the whole process, from marketing and strategy to developing digital ecosystems and creating digital content. More than developing online 'selling' platforms or campaigns for you, we will help you to gain impact. Offering your B2B target group quality over quantity and solution-oriented long term communication over one-shots.

You can also count on us for monitoring and adjusting your processes or digital tools. This is how you let your B2B grow and prosper, year after year.

1. Sell ​​more through knowledge and insights

Feed your sales teams with insights and arguments that make their efforts even more profitable. Have them infuse their historical and anecdotal knowledge about customers and prospects, and it's a done deal.

2. Get to know your customer, 360°-style

Collect as much qualitative data as possible about the profile and behavior of your customers. Share these with both your sales teams and customer support to help them up their game. Really knowing your customers and prospects also allows you to tailor your e-sales environment and digital functions-as-services to them.

3. Create partnerships

The right partners will help you to optimally unburden your customers by, for example, automating order processing. Sales people can spend more time on personal service.

4. Streamline the internal transformation

Digital transformation also means transforming and integrating internal processes. Ensure everyone in your organisation is on the same page when it comes down to meeting customer expectations. This often requires an update of the corporate culture and and a more intense collaboration, within and across teams.