Omnichannel: here to stay and more urgent than ever
Posted: Mon Jan 20, 2025 10:32 am
Which channel do B2B buyers prefer? This question has probably been very important to your company in recent years.
Well, according to a recent survey by McKinsey&Company the answer is: everyone.
With the rise of digitalisation in the wake of the pandemic, there has been a considerable increase in the use of e-commerce in B2B . Sales to companies, which in terms of digital transformation are usually one step behind B2C sales, have undergone major changes in recent years.
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Now, customer empowerment through e-commerce has converged india whatsapp data with traditional in-person and remote interactions. And as McKinsey research shows, customers don’t want to give up either channel.
Beyond being a simple pandemic trend, omnichannel has become an essential element for B2B companies that is here to stay.
What exactly does the customer want?
The survey offered a choice between traditional interactions, remote human interactions, and the option of self-serve (customer self-service).
The preference was quite balanced, but, beyond that, the importance, and even urgency, of omnichannel in the current context was demonstrated.
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What's more, 9 out of 10 B2B managers say that it is as effective or more effective now than before the outbreak of Covid-19. In fact, this opinion reached 94% in December 2021, compared to 83% at the beginning of the same year and 54% in April 2020. It's a fact: omnichannel has been gaining the trust of B2B company leaders.
How should sales teams adapt to omnichannel?
The McKinsey study also highlights that leading B2B companies are seeing a change in sales models in parallel with the omnichannel nature of purchases.
In this sense, companies should opt for a hybrid sales model , which requires hybrid salespeople. In other words, B2B companies must equip their buyers with a sales team that is able to interact effectively through different channels: remotely, by phone, through new applications and systems and also, when necessary, in person.
In this sense, an important bet that B2B companies should adopt in the face of omnichannel is to acquire a Sales Enablement platform capable of integrating the different channels. While it is true that it is essential for the sales team to be able to operate through different channels, it is also essential to do so effectively.
Well, according to a recent survey by McKinsey&Company the answer is: everyone.
With the rise of digitalisation in the wake of the pandemic, there has been a considerable increase in the use of e-commerce in B2B . Sales to companies, which in terms of digital transformation are usually one step behind B2C sales, have undergone major changes in recent years.
commercial treballant - CatalogPlayer
Now, customer empowerment through e-commerce has converged india whatsapp data with traditional in-person and remote interactions. And as McKinsey research shows, customers don’t want to give up either channel.
Beyond being a simple pandemic trend, omnichannel has become an essential element for B2B companies that is here to stay.
What exactly does the customer want?
The survey offered a choice between traditional interactions, remote human interactions, and the option of self-serve (customer self-service).
The preference was quite balanced, but, beyond that, the importance, and even urgency, of omnichannel in the current context was demonstrated.
noia mans - CatalogPlayer
What's more, 9 out of 10 B2B managers say that it is as effective or more effective now than before the outbreak of Covid-19. In fact, this opinion reached 94% in December 2021, compared to 83% at the beginning of the same year and 54% in April 2020. It's a fact: omnichannel has been gaining the trust of B2B company leaders.
How should sales teams adapt to omnichannel?
The McKinsey study also highlights that leading B2B companies are seeing a change in sales models in parallel with the omnichannel nature of purchases.
In this sense, companies should opt for a hybrid sales model , which requires hybrid salespeople. In other words, B2B companies must equip their buyers with a sales team that is able to interact effectively through different channels: remotely, by phone, through new applications and systems and also, when necessary, in person.
In this sense, an important bet that B2B companies should adopt in the face of omnichannel is to acquire a Sales Enablement platform capable of integrating the different channels. While it is true that it is essential for the sales team to be able to operate through different channels, it is also essential to do so effectively.