Marketing: 6 steps to digitize a B2B business


The digital transformation involves, above all, digitizing communications, work methods and sales strategies, since both remote work and online commerce have been fundamental to successfully respond to the crisis.

From Ebolution, an agency with more than 10 years of experience in the design, construction and optimization of digital sales channels in professional environments, they explain that “in this new scenario, the digital transformation of companies involves not only assimilating the use of tools technological, but also for betting on new systems and work models that modify business management to adapt it to the new reality ‚ÄĚ.

And they add that “in the case of B2B businesses, between professionals, this digital transformation is much more important to be carried out, since in the face of current economic uncertainty it is essential to bring the sale between companies to digital environments”.

For this reason, and with the aim of helping some of the more than 3.4 million companies that are active in Spain, Ebolution has collected the six key steps that B2B businesses must follow to successfully digitize and face the crisis :

Tailor your marketing investment

During the first months of the pandemic, many companies, faced with the uncertainty, decided to stop their marketing investments. A decision that, at the moment in which we find ourselves, it is necessary for B2B companies to rethink themselves with the objective that the funds approved (and not used) for marketing actions from their budgets are used now to work on the anticipation of future changes and revision of objectives. In this way, companies will be able to avoid mistakes and adapt to the new reality in which we find ourselves immersed.

Seeks leads B2B outside the face-to-face scope

Physical contact at the business level is still not recommended from a health point of view, so business strategies based on face-to-face meetings should be considered as online meetings. Therefore, it is very important that those companies that habitually closed deals through direct contact, adapt to digital marketing and the search for leads B2B outside the face-to-face scope.

Bet on proximity products

The restrictions derived from the pandemic showed us the enormous supply difficulties that we have due to our dependence on the international market. For this reason, the future commercial model is already considered as a trade of proximity and trust, immune to movement restrictions. This being the case, B2B companies should also go local to add value to their brand.

Maintain quality, even if prices are adjusted

In any crisis, the price adjustment is key to continue generating sales. However, sales should never compromise quality. Thus, B2B companies that go digital must have a good brand image, which serves to consolidate their position and maintain profitability.

Plan long-term sales

The current situation has delayed any purchase agreement that is not essential. Given this, B2B companies must understand that purchases are now much more thought out, so they will have to provide more information to their customers to facilitate their research and reduce their perception of risk. This positioning will not only help B2B buyers to accelerate their decisions, but it will also allow a stronger supplier-customer link that will result in higher sales in the long term.

Digitize betting on data

To be successful in B2B sales, it is necessary to drive a marketing strategy through digitization. This means that B2B companies must generate web messages that address customer problems, open channels of contact for consumers, carry out marketing campaigns e-mailing smart and deploy your social selling skills to find potential customers on digital channels.



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