On one hand, the sudden shift to remote work meant every B2B buyer needed to purchase new software to keep operations moving. On the other hand, software and SaaS providers were required to reframe their B2B marketing strategies to highlight the value of their products and better justify customer investments, all while juggling the transition to remote work themselves.
For many, a hard hit to their sales growth also became a big concern. Toward the end of April 2020, about 31% of sales leaders identified sales growth slowdown as the top anticipated impact on their organizations (full content available to Gartner clients only).
Market conditions are slowly beginning to shift back to normal, but software and SaaS providers aren’t finding business challenges easing away. The need to cope with frequently changing internal policies, strategic priorities and work environments only adds to their business complexities.
In the evolving business climate, gaining sales and marketing growth is going to require an understanding of the customer’s journey, as well as the shifts in their business challenges and buying processes. To help marketers shape B2B marketing strategy and sales efforts accordingly, here are some B2B marketing tips.
1. Determine how virtual buying impacts the B2B buyer journey
A large number of B2B software buyers are transitioning to a virtual buying process.
The absence of face-to-face interactions about software buying decisions is forcing prospective customers to adjust how they communicate with internal stakeholders and you. What could’ve been otherwise a quick question in a meeting or software demo session now ends up becoming a big consideration, causing buying delays in the virtual buyer journey. In addition, this changes what the potential client communicates and who the ultimate decision maker is within the buyer’s organization.