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Survey: German B2B decision maker response to COVID-19 crisis

The next normal of sales: What has changed and how to win

B2B decision-maker preferences and behaviors have shifted dramatically since the onset of COVID-19. The go-to-market revolution is here and sales is forever changed for B2B.

Highlights from the August 2020 German B2B Decision-Maker Pulse:

  • The tide has turned: digital self-serve and remote rep interactions are likely to be the dominant elements of the B2B go-to-market model going forward, when selling to both SMBs and large enterprises
  • Don’t count on returning to a pre-COVID-19 level of in-person sales coverage, as only 20–30% of B2B buyers want to ever interact with reps in person even in their ideal/post-COVID-19 model
  • Around 90% of B2B decision makers expect the remote and digital model to stick around for the long run, and around 70% believe the new model is as effective or more so than before COVID-19 (for both existing customers and prospects)
  • 95% of B2B buyers claim they will make a purchase in an end-to-end, digital self-serve model, with the vast majority very comfortable spending $50K or more online
  • Videoconference connections are critical and are preferred over audio/phone by 2 out of 3 of B2B buyers

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