The New Customer Journey: How to Reach B2B Buyers

The B2B selling landscape has changed drastically, pushing companies to focus on digital engagement and understand the customer journey. Buyers are in control, and the journey is now non-linear. Companies must understand what jobs buyers are trying to accomplish and apply the “Jobs-to-Be-Done” framework to anticipate challenges. They must also use data to personalize messages, focus on social connection and use new technology to create a seamless customer experience.

To get ahead of any bumps in the road that buyers might face, sellers need to understand what tasks buyers need to complete on their journey to accomplish their goals. This includes meeting buyers earlier on in their purchasing journey and assessing their ability to engage and move buyers along their journey. Lastly, companies should embrace obstacles by learning about needs and expectations and continuously pivoting to improve brand engagement.

Sellers should also use new and emerging technologies in commerce to create a frictionless customer experience. This includes 3D assets, virtual try-ons, crypto wallets, conversational commerce and headless technology. Such technologies allow customers to have a straightforward and accurate shopping experience, and sellers who can use them to attract buyers are the ones who are going to succeed.