The COVID-19 pandemic has had a major impact on how B2B companies adapt to digital sales. Before the pandemic, many were on the fence about committing to omnichannel e-commerce, but 94% now agree it is at least as effective as traditional methods. Digital experience platforms can help create relevant customer experiences, and sales reps must pivot from face-to-face to digital.
For example, the German manufacturer Dörken had to digitalize its sales processes, and the English textiles company had to digitalize its swatch book. Additionally, B2B businesses have had to pivot to the D2C model, and digital breakfast meetings have become more attractive through gamification.
The role of the sales rep is changing from B2B to B4B, and they must be able to move fluidly between different channels. Automation is freeing up time for sales reps, but nearly half of B2B buyers still need and want to talk to Sales. Digital transformation is constantly rewriting the sales rep job description, and they will remain a key part of the B2B e-commerce process.
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