Changes in consumer trends will continue to impact how you do business in the new year. B2B marketers and sellers have to be smart about acquiring and keeping customers. Many strategic marketers are turning to account-based marketing (ABM) and improving their ability to collect and act upon buyer signals.
Evolving buyer habits and privacy issues are forcing the issue. Plus, buyers expect their B2B purchase experiences to mirror the B2C purchase experiences they're used to in their personal lives.
Factors that impact the B2B buying process
Millennials — who increasingly make B2B buying decisions — grew up as digital consumers. They prefer independent online research to face-to-face interaction with sales representatives.
New privacy legislation and the pending demise of third-party cookies will impact interactions. This means that all companies must make greater use of first-party data. Marketers will also have to identify vendor solutions best suited to weather these changes.
Trade shows, cold calls, and “contact us” forms are no longer enough. The new landscape requires a shift in thinking, resources, and investment.