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.
McKinsey’s research on B2B decision makers confirms that omnichannel is not simply a trend, nor a pandemic workaround—rather, it is a critically important fixture for B2B sales globally.
Omnichannel is the standard, not the exception
B2Bs say omnichannel works—and even surpasses past approaches
Buyers will spend six figures or more digitally, and budget projections are equally robust
As purchasing goes omnichannel, sales models will go hybrid
To capture growth, B2Bs must overcome specific omnichannel pain points
Omnichannel isn’t going away. And that’s a good thing. B2B sales organizations that lean into this shift and enable integrated interactions across the buying journey could turn the learning curve of the last 12 months into a new trajectory for growth.