The B2B buying journey has chang dramatically over the last year with COVID-19 accelerating the shift to digital and remote working arrangements. Companies that have not been able to adapt to this In the Current change have lost sales and revenue opportunities. For companies operating in B2B sales therefore mapping the new customer purchasing journey will be essential to unlock growth even in the coming years. To hit growth objectives and create a shopping experience align with what customers ne sales managers must prioritize four specific areas.
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Companies must focus on creating
A unique experience to build trust in customers’ decisions. Robert Blaisdell Senior Director Analyst at Gartner says: Trust is the belief on the part of customers that they have made the right choice in their purchasing decision. Our research shows that when B2B buyers have high levels of trust they are 3.6 times more likely to opt for a high-end Email Lead or “premium” offering. Customer engagement Companies must engage customers taking into account their preferences regarding the purchasing channel.