B2B Pulse: Insights from our latest global survey

Omnichannel in B2B sales: The new normal in a year that has been anything but

B2B buyers aren’t just moving to omnichannel. They’ve arrived. Given the choice of in-person, remote, and e-commerce channels, purchasers have shown they want them all.

  • Omnichannel is now the standard, not the exception. Even as in-person engagement has reemerged since August 2020, buyers have made clear that they prefer a cross-channel mix, choosing in-person, remote, and digital self-serve interactions in equal measure.
  • B2Bs say omnichannel works—and even surpasses past approaches. Eight in ten B2B decision makers say that omnichannel is as or more effective than traditional methods—a sentiment that has grown sharply throughout the past year.
  • Buyers will spend six figures or more digitally, and budget projections are equally robust. Despite ongoing market volatility, six in ten respondents plan to maintain or grow their operating expenditure investments over the next five years. And nearly half plan to expand their capital expenditure over the same period, a six percentage-point increase since August 2020.
  • Hybrid sales reps will soon become the most common sales role. Sixty-four percent of B2Bs intend to increase the number of hybrid sellers over the next six months, making this model the lead sales role.
  • E-commerce was the most popular route to market for B2B companies (marginally outpacing in-person). And 41 percent of leaders say it is their most effective sales route, beating out in-person (37 percent) and video (31 percent).

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