The B2B buying journey is now more complex than ever, spanning multiple channels and touchpoints. According to Forrester, B2B buyers use more than 10 channels throughout their buying journey, with 65% stating they would switch vendors if the experience across these channels isn’t seamless. Buyers expect to find what they need quickly and easily, whether they’re on your website, social media, or talking to your sales team.
However, there’s still a need for a human touch: Gartner highlights that 75% of B2B buyers prefer a “sales rep-free” experience, yet regret is significantly lower in rep-assisted digital purchases compared to self-service digital-only options. This shows why you need both great digital tools and human support to keep your buyers happy.
Let’s look at how to create a better experience for your buyers across all channels, what steps to take to make it happen, and how to use content marketing and AI to meet modern buyer expectations in a digital-first world.
Today’s B2B buyers like to do their homework. They conduct extensive research before ever contacting a vendor. Gartner’s data shows that buyers are about 70% of the way through their purchasing journey before they first reach out. This shift means that by the time buyers engage directly, they already have a favored vendor in mind and know what they want. That’s why you need to keep your brand top-of-mind and make a good impression early on, delivering a smooth experience no matter where they find you.
Your buyers also want options. They want to research on their own through your digital channels, but they also want to talk to someone when they need deeper insights. Forrester anticipates that by 2025, 50% of large B2B purchases will be completed through digital sales channels as Millennials and Gen Z take charge.
Even if you don’t sell directly online, modern buyers want tools and content that help them understand their options and pricing without talking to anyone. Marketing teams that succeed in orchestrating a seamless and end-to-end omnichannel experience are more likely to build trust and loyalty, reducing the risk of customer churn and increasing the likelihood of conversion.
Making it easy for buyers to work with you is simpler than you might think. Here are three key ways to give your buyers a smooth omnichannel experience.
Buyers frequently move between online research and in-person or virtual consultations, so a seamless experience starts with cohesive messaging across all channels. Develop a robust library of content that aligns with each stage of the buyer’s journey and is consistent across platforms like your website, social media, email campaigns, and webinars. According to 6sense, when brands achieve high consistency across these channels, buyers are 2.8 times more likely to perceive a high-quality experience.
Value framing helps buyers understand how a product or service can address their needs, while value affirmation reinforces the buyer’s decision. For example, content that frames value might include articles on industry challenges or video demos, while value-affirming content could include case studies, testimonials, or ROI calculators. This approach can boost your chances of closing good deals by up to 30%. Try to get this content not just on your own platforms but also on other industry websites and in the media.
Recent research shows that 63% of companies plan to increase their investment in intent and signal data. Why? Because it helps them find and connect with buyers. Still, the same research shows that 75% of teams don’t have an integrated strategy, and 80% don’t use intent consistently enough to send buyers the right content. But AI-powered tools can improve audience segmentation and personalization. For example, you can present industry-specific case studies, whitepapers, or webinars based on behavior.
AI can help you figure out what each buyer needs in real-time and give it to them. Platforms like 6sense can analyze engagement data to predict where a buyer is in their journey and suggest the right content. For instance, if a lead frequently engages with LinkedIn content, AI can prioritize LinkedIn-based touchpoints for that lead. Or if a prospect repeatedly revisits pricing pages, it would suggest a case study about ROI and value.
Marketing automation tools can trigger personalized follow-ups when a lead engages with specific content or revisits high-value pages. Automated touchpoints not only keep leads engaged but also help move them further along the buying journey. For example, if a lead downloads a whitepaper, they’ll automatically receive a follow-up email with a case study relevant to their industry.
AI-driven automation can send timely reminders and follow-ups across channels. For example, if a lead interacts with a product demo multiple times but doesn’t take the next step, you can set up an automatic email. AI can also prioritize high-engagement leads and send reminders based on previous interactions, so potential buyers receive relevant nudges without overwhelming them.
A truly seamless omnichannel experience is organized around the buyer. That means companies need to break down the silos between marketing, sales, and customer success. This can be tough to achieve, but that shouldn’t stop you from trying.
Seamless buying experiences require marketing and sales alignment. When a lead displays high engagement across channels, use real-time notifications to alert sales so they can follow up promptly. If sales teams reach out when a lead is most engaged, they can potentially increase the likelihood of conversion. Make this information easy to find and provide it in multiple ways, since salespeople don’t always check their dashboards.
Share detailed engagement data with your sales teams that shows what content a buyer has seen and which channels they use most. With this data, sales can create more personalized interactions based on the buyer’s interests. For instance, if a lead has interacted with several product comparison pages, sales can focus on differentiators. Gartner’s research shows that contextual conversations like these help build buyer confidence and reduce purchase regret.
Once your teams are on the path to creating a more seamless experience, it’s time to adopt the right measurement approach. Here are the key metrics to track.
As the buyer’s journey continues to grow more complex, the way to build trust and ultimately close deals is changing. B2B leaders will need to make sense of it all with AI-driven tools for content marketing, sales enablement, and reporting.
If you’re ready to create an omnichannel strategy that not only meets buyer expectations, but also drives sustained growth, contact BOL today. Together, we’ll position your brand to thrive in a competitive landscape where seamless experiences are not just preferred, but expected.