In 2020, your business strategies were replenished overnight. Your sales practices got transformed widely and your old processes were put to a long slumber. Having spent a good ten months into the pandemic and with 2020 nearing its end, you need to prepare for the upcoming year. Businesses like you who have survived so far deserve a round of applause, but a tougher fight lies ahead. To help you not just survive, but thrive in 2021, we bring the top B2B truths. Watch out for these B2B trends and use them to plan your business journey in the next financial year.
#1. Email will continue to be the best tool for reaching your customers
With social distancing and lockdowns still a thing, people are likely to spend more time indoors. This means only one thing – more people are going to be online. Active email accounts stood at 5.6 billion in 2019. And, this was before the pandemic. Clearly 2020 would have added the rest of the population – or at least a majority of them.
Each one of your customers can now be found on the World Wide Web. Optimize your B2B email strategy and partner with demand generation companies that could help you find and reach your target audience fast.
#2. Marketing will have a greater role in closing your deals
The pandemic has changed the B2B sales journey. To close a deal, you need a greater collaboration between marketing and sales teams. When the crisis put an end to outdoor sales and your existing sales processes were replaced with video calls, you needed greater support of your marketing department to qualify and nurture leads.
The disruption is here to stay. Therefore, think of novel ways to create better relationships between sales and marketing. Implement CRM tools that align the goals of both the departments in understanding the new B2B buyer’s journey.
#3. ABM will have a higher adoption rate
Companies practicing Account-based Marketing or the ABM model will have the higher ground. ABM method allows companies to identify and target only those accounts that belong to their domain. No time goes wasted in running behind leads that are either irrelevant or have no interest in the product/solution.
Just like you are looking for clients to sell your products/solutions, ABM allows you to locate customers who are looking for vendors like you. ABM brings different parties to a common ground where the intensity of buying is as high as the selling itself.
Begin a strategic partnership with agencies who are an expert in the ABM model. The ROI of Investing in these demand generation models is high and ensures that your efforts drive you towards leads who will actually convert.
Nobody knows what the future holds for tomorrow. You might be also thinking that a possible vaccine, if created, will change the entire course. Whatever the future is, these B2B truths are going to stay. Companies that learn these truths the hard way after burning a lot of cash will only find themselves behind their competitors.