EXECUTIVE SUMMARY
Buyer expectations in the B2B marketplace continue to evolve, causing many distributors to reconsider their sales strategy. Gone are the days of only in-person selling; instead, distributors are augmenting their traditional sales channel with an eCommerce branch and other remote selling tools to better serve customers. This hybrid, omnichannel approach is a more flexible and scalable way to reach buyers, and often more profitable.
The 2022 Global B2B Pulse Survey by McKinsey & Associates shows that hybrid selling is expected to be the most dominant sales strategy by 2024. Already, two-thirds of B2B decision makers prefer remote interactions and digital self-service over in-person sales at many stages of the buying cycle. A digital branch with self-service options adds immense value, even if buyers are not transacting on your site. Don’t make the mistake of measuring the ROI of your website only by what is driven through your site’s shopping cart. Offline revenue from call-in orders, purchase orders, and e-procurement systems most likely started with an initial visit to your website.
Omnichannel selling is a critical capability for distributors today, but it is only effective if you deliver a consistent and memorable user experience at every touchpoint, across every channel. Read on as we outline the different technology, tools, and content that businesses like yours can integrate to develop deeper customer engagement, gain trust, and become an indispensable buyer resource.
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