Improve the B2B Buying Experience with 5 Proven Digital Strategies

Improve the B2B Buying Experience with 5 Proven Digital Strategies

The B2B buying experience is historically tedious — it can be downright frustrating for purchasers. However, many B2B sales teams struggle to refine the buying experience, which can hurt long-term profitability. 

Fortunately, there are ways to create an innovative B2B buying experience by incorporating digital strategies. 

Below, we’ll outline 5 great ways that you can provide your business partners with a seamless buying experience. If you are really looking to elevate the way you do business, you can even partner with a digital strategy company — but more on that a bit later.

1.   Focus on Digital Buying Experiences

Chances are that most of your clients purchase products or services entirely online. So why do many businesses focus on sales calls and other “traditional” methods of closing the deal?

Every year, our world becomes increasingly reliant on digital experiences. Shouldn’t the B2B buying experience reflect this trend? We think so, which is why we recommend creating a digital buying experience.

Allow potential clients to access free trials or demos on-demand. Doing so can boost sales and improve the buying experience overall.

2.   Apply Consumer-Centered Buying Strategies

Many B2B companies completely neglect B2C buying strategies. This is a huge mistake. While selling products or services directly to businesses is vastly different from consumer marketing, some of the same strategies apply. 

For instance, you must ensure that users have a seamless and enjoyable experience when they are navigating your site. Create a transparent buying process that highlights your product’s key features without hiding the price.

According to LoSasso, 34% of B2B buyers made purchase decisions based on features, while 39% focused on brand. Only 27% said that price was the determining factor in their decision. For this reason, it is best to devote your resources towards building a trusted brand and quality product. 

3.   Leverage High-Quality Digital Content

Your website should not feature a no-frills experience that is focused solely on sales. Even B2B purchasers want to be met with engaging, well-composed content. That’s why it’s important to make sure that you regularly update your website and product information. 

Incorporate SEO best practices to ensure that your brand is visible during online searches, too. By doing so, you can get your company on page one of Google’s search results and stay there. As a result, your business partners will begin to see your website as a resource of vital information, not just an online B2B sales platform.

4.   Don’t Ignore the User Experience

Many clients, especially those in the B2B world, want a smooth and efficient buying experience. What better way to provide that than with a self-service buying platform?

If you implement the other strategies outlined above, most B2B buyers will be willing to make purchases remotely or through self-service applications. If they can access on-demand demos and see your product in action, why would they need to waste time on sales calls?

B2B clients also prefer to be able to place orders immediately. This eliminates any delays in the buying process and shortens your sales cycle. It also frees up resources to focus on generating new leads.

5.   Build Your Brand with a B2B Digital Strategy Agency

The B2B buying experience can be complex. However, you can overcome this hurdle with the help of a talented digital strategy agency like Insights ABM.

Unlike some of our competitors, Insights ABM has married data-driven solutions with world-class creativity. Our diverse team offers comprehensive digital strategy planning services for B2B sales.

If you want to leave your mark on your industry, then we can help. Our goal is to grow your online presence so that your brand thrives. Contact us today to speak with one of our talented digital strategists!

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.