As B2B marketers, we know the buyer's journey is more complex, with more touchpoints than ever before. B2C buying experiences have shaped B2B buyer expectations, and according to McKinsey & Company, B2B buyers now use six different channels over the course of their decision-making journey.
And because decision makers now prefer to engage with B2B organizations whenever and wherever they find most convenient, it’s affecting the interactions your sales team eventually has with prospects. In fact, Forrester research solidifies this notion. According to their report, 60% of B2B buyers prefer not to interact with a sales rep as a primary source of information; 68% prefer to research on their own; and 62% can finalize a vendor list based solely on digital content.
More options and competition mean B2B organizations are being driven to adopt B2C omnichannel staples, such as transparent pricing and seamless procurement processes.
At Red House, we believe in the power of the omnichannel experience and meeting customers where they are. This, to us, means a seamless and cohesive approach to engage prospects, creating the right content that will most effectively help prospects along their buyer's journey, leveraging available data and exploring what self-service looks like for your sales organization.
Read more about the nine steps to an effective B2B omnichannel approach on Dun & Bradstreet.