The era of omnichannel has firmly taken root in the business-to-consumer (B2C) realm, with shoppers routinely jumping from one channel to another – from social media to websites, from email to physical stores – on their buying journey. However, the business-to-business (B2B) sector has been relatively slower in adopting omnichannel strategies. That said, the tide is turning, and rapidly so.
Here’s a look at the state of B2B omnichannel, with compelling statistics proving why this shift is no longer just an option but a necessity.
The Demand for B2B Omnichannel
Today’s B2B buyers are increasingly mirroring B2C customers, expecting seamless, personalised experiences across all touchpoints. And they’re now using all the touch points – social media, websites, emails, you name it, they’re using it. The rigid and almost automated robotic style of B2B buying is over.
Thanks to omnichannel and the varied contact points, personalisation is easy to achieve through structured incentive programmes – whether that’s an automotive incentives programme or a construction-based one. Programmes should never be a one size fits all scenario.
What’s more, buyers are now using these channels to research before they buy, ensuring they’re making the best decision for them. According to a survey by Salesforce, 74% of business buyers report that they research at least half of their work purchases online. Further, Accenture found that 61% of all B2B transactions now start online, and 55% of B2B buyers conduct online research before making a purchase.
The Rise of B2B E-commerce
E-commerce has become a significant part of B2B sales. By the end of 2023, Forrester Research predicts that the U.S. B2B e-commerce transactions will reach $1.8 trillion, accounting for 17% of all B2B sales. On the global front, Frost & Sullivan estimate that B2B e-commerce sales will hit $12 trillion by 2023, up from $5.5 trillion in 2012.
The Shift to Mobile
Mobile is playing a crucial role in the B2B buying journey. A Boston Consulting Group (BCG) study revealed that mobile drives or influences an average of over 40% of revenue in leading B2B organisations. Moreover, Google found that 50% of B2B queries today are made on smartphones, a figure expected to grow to 70% by 2024.
Social Media’s Growing Influence
Social media has emerged as an influential channel in the B2B buying process. According to a 2020 report from Hootsuite, 75% of B2B buyers use social media to support their purchase decisions, and 84% of C-level executives use social media for buying decisions. LinkedIn, in particular, plays a vital role, with 80% of B2B leads coming from LinkedIn (compared to 13% on Twitter and 7% on Facebook).
The Personalisation Expectation
Personalization is becoming increasingly important in the B2B journey. Salesforce’s “State of the Connected Customer” report found that 72% of business buyers expect vendors to personalise engagement to their needs. Meanwhile, a study by Accenture revealed that 33% of B2B buyers would prefer to use a virtual assistant for future purchases, signalling a growing comfort with AI-driven personalization.
The data makes it clear that B2B buyers now demand a seamless omnichannel experience. They expect a blend of efficient online and offline interactions, personalised touchpoints, and an effortless mobile experience. B2B companies must acknowledge this shift and invest in robust, integrated omnichannel strategies to meet their customers’ evolving needs. The future of B2B sales depends on how effectively companies can marry data, technology, and customer-centric strategies to provide a seamless, personalised omnichannel experience.