The Trends of B2B Sales and How to Update Your Strategy

When it comes to B2B sales, things have changed a lot over the past decade. The B2B buyers have changed and evolved, and so has the way they buy. This post will highlight some of the most critical trends in B2B sales and how you can modernize your approach to appeal to the new generation of buyers.

B2B Sales Trends

The B2B Buyer is Smarter than Ever before

The level of sophistication of the average buyer has increased dramatically in the past five years. This includes working with more data, having access to more information, and being more selective when making buying decisions. As a result, as B2B sales professionals, we approach marketing and selling must adapt.

It is no longer enough to create a lead generation campaign that focuses on the number of leads. Instead, the best B2B companies are now focused on quality leads–providing highly relevant content and targeting the right decision-makers at each stage of the buying process.

B2B Sales is Moving Online and Mobile

In the past five years, social media has revolutionized how we communicate and connect with other people. But, unfortunately, this has also changed the way we make buying decisions. Today, most business buyers start searching for a solution from a website or app like LinkedIn, Google, or Facebook.

Websites like Google and LinkedIn are great places to start generating leads. But the process doesn’t end there. As soon as you have someone’s attention, it is essential to follow up with them using an email or social media. This will allow you to build your relationship with potential customers and nurture them through the sales process.

The B2B Sales Cycle is Longer than Ever before

In traditional B2B sales, there are a few key stages in the buying process. The first is awareness, where the buyer learns about a company’s product or service and becomes aware of a problem they might have. Then comes consideration, where the buyer thinks seriously about whether they need that the product could solve.

After that, the buyer moves into the evaluation stage, where they compare different solutions to find the one that best meets their needs. Finally, after comparing options, the buyer reaches the decision stage and decides which solution to go with.

Today’s B2B buyers are more aware of their options, and they have more information available to them than ever before. This means that

the buying process can take longer than in the past, with consideration and evaluation taking place over a more extended period.

How to Modernize Your B2B Marketing Strategy for 2022

In light of the trends in B2B sales and marketing, here are some ways you can modernize your strategy to appeal to today’s buyers:

Focus on Quality Leads Rather than Quantity

As we mentioned earlier, it is no longer enough to focus on quantity for lead generation. If you want to succeed in 2022, you need to focus on quality leads. This means providing highly relevant content and targeting the right decision-makers. For example, you might use a blog post series to provide information that a CEO or CMO would find helpful.

Create content that caters to the needs of different types of decision-makers and then share it on various channels. If you can provide the correct information to the right people in the right way, you are more likely to get the attention of your target market.

Use Email Marketing to Nurture Relationships

Once you have someone’s attention, it is essential to follow up with them using an email campaign. This will allow you to build your relationship with potential customers and nurture them through the sales process. For example, once you have someone’s email address, you can use that information to create a drip email campaign in MailChimp.

Use Social Media to Show Genuine Customer Engagement

Social media is an excellent way to connect with potential customers and show them what it’s like to do business with your company. For instance, you can share customer testimonials or photos of happy clients using your products or services. You can also share industry news and articles that your audience will find helpful.

In addition, social media is a great way to showcase your personality and build a community around your brand. Try creating a unique hashtag for your business, for example, and asking followers to post photos with that hashtag to enter a contest or get free products. This will help you gain followers who are genuinely interested in your brand and who can become ambassadors for your brand.

Think Mobile First

At the end of 2016, Google announced that mobile searches would soon outnumber desktop searches. This means that it is more important than ever to ensure that your website is responsive and mobile-friendly. You can also use mobile to help you get new leads by providing that your contact information appears in search results on a mobile device.

Focus on Customer Experience

If you want your company to succeed in a world where customers have more choices than ever, you must focus on providing a great customer experience. For example, you can use video to explain how to use your product or service or display how-to guides on your website. This will help your customers solve their problems faster, which will make them more likely to buy from you.

Build Your Brand through Content Marketing

Content marketing is one of the best ways to build your brand and improve your search rankings, which will lead to more sales. For example, you can create a blog where you write about topics relevant to your industry. This will make it easier for people interested in your industry to find your website.

In addition, you can use content marketing to get more exposure on social media. If people like the content you share, they may share it with their followers, which will increase your brand exposure. You can also use social media ads to promote your content and get even more exposure for your brand.

Take Advantage of Content Syndication

Content syndication is a great way to get more exposure for the content on your website. You can syndicate your content using RSS feeds, social media, or video channels. One other way to use content syndication is to have someone else publish your content on their website. This will add another layer of exposure to your content, and it can also be a source of links back to your website.

Use Automation to Save Time and Increase Efficiency

One of the best ways to save time and increase efficiency is using automation wherever possible. For example, you can use automation to schedule posts on social media. You can also use automation to ensure that your emails are delivered on time and that you are using the optimal amount of sales and marketing content in each email.

In addition, you can use automation to send follow-up emails based on how a customer responds to your initial email campaign. For example, if someone opens your email but does not respond, you can send them a follow-up email with additional information.

Track Your Website Statistics and Make Adjustments When Necessary

You should track the statistics for your website regularly, and you should also make adjustments when necessary. For example, you can track the number of people who visit your website and how they found your website. You can also track how long people stay on your site and the pages they visit.

Your goal is to make sure that you maintain a high level of traffic and engagement on your site. If you notice that traffic has dropped off or engagement has decreased, you should take steps to fix that problem.

Make Sure Your Website Properly Reflects Your Business

One of the biggest mistakes small business owners make is creating a website that doesn’t correctly reflect their business. For example, if your business mainly sells physical products, you don’t want to have a website that focuses on services.

The best way to ensure that your website properly reflects your business is to create a persona. You can use this persona as the basis for all of your content.

Make It Easy for Customers to Contact You

One of the best ways to increase customer satisfaction is making it easy for customers to contact you. For example, you could post your telephone number and email address at the top of every page on your website so that customers can contact you quickly.

It would be best if you also made it easy for customers to contact you by including social media links on your website and links to any third-party sites where customers can leave reviews.

Use Video Content to Build Trust and Authority

One of the best ways to build trust is by using video content. Videos are also a great way to build authority and increase engagement on your website. You can use your website to create product videos, how-to videos, informational videos, etc.


 B2B sales and marketing are constantly evolving, and it’s essential to stay on top of industry trends. These changing dynamics can provide several opportunities for B2B organizations, but it also means that they will need to make significant shifts in how they go about their business. So again, the right technology is vital, and the savvy B2B marketer will do what they can to take advantage of new tools that facilitate outreach and communication.

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