In recent years, the sales market has been shaped by trends that prioritize channel integration, the strategic use of data, and the personalization of the customer journey, not only in B2C sales but especially in B2B. With corporate consumer expectations increasingly aligning with those of end-users, B2B companies have also demanded more channel integration in their purchases, directly reflecting in the financial results of companies that adopt this strategy.
To illustrate, a McKinsey study revealed that B2B companies implementing an omnichannel strategy show EBIT growth of 13.5%, compared to 1.8% achieved by less digitally capable companies. Additionally, studies indicate that, beyond purely digital channels, inside sales and hybrid sales strategies are crucial to delivering an omnichannel experience in the B2B sector. The study suggests that businesses adopting omnichannel can increase their revenue by up to 20% by utilizing inside sales and hybrid sales.
Andrea Rios, a sales and marketing expert and founder of Orcas, clarifies that inside sales is not a call center modality but a remote sales function focused on the customer, with specific sales targets. Based on data and research, this strategy aims to improve the sales approach and reach customers through various channels.
The popularization of inside sales and hybrid sales formats is due to the customer’s complex purchasing journey, intensified post-pandemic with the multiplication of channels and touchpoints. ‘Deeply understanding the B2B customer’s purchasing journey is a competitive advantage and, more than that, a necessity. Corporate purchasing is influenced by aspects such as understanding the journey structure, identifying decision-makers within the client company, and recognizing preferred touchpoints,’ explains Andrea.
The adoption of inside sales is so important that up to 80% of clients served by B2B companies are small and medium-sized businesses, which can be fully served by these sales teams. Other clients require different purchasing formats, both digital and in-person. This way, these businesses can be served where they prefer, multiplying sales,’ emphasizes Andrea. According to the McKinsey study, among companies that grew more than 10% in 2022, more than half adopted a hybrid sales model.
There are many examples of B2B companies that achieved great success by investing in omnichannel strategies. ‘ArcelorMittal, for example, expanded its omnichannel approach by conducting sales through online quotes, maintaining its own sales team and a distributor network, also offering e-commerce and physical stores to serve small entrepreneurs and end consumers,’ says Andrea Rios. Another example is Vale, which invests in digital technologies to optimize its sales operations and customer experience. The company explores the use of digital platforms to advance the commercialization of its mineral products.
‘Bees, a platform aimed at serving small retailers, was born from understanding the complex purchasing journey of traditional retail, which faces more challenges than large retailers and distributors. The platform started by selling beverages and now offers a broad portfolio of products and partners,’ exemplifies the expert.
She explains that a common mistake is believing that the best approach is to quickly accumulate resources. However, leading companies first invest in small but highly qualified data analysis teams. This allows for adopting an agile methodology, quickly correcting errors through continuous improvement processes and saving resources.
‘I see the success of omnichannel strategies in B2B companies based on three main levers: strategy based on deep customer insights; customized solutions, such as dynamic pricing formats that model the customer’s willingness to pay, and a single central data repository, facilitating access for various users and systems,’ concludes Andrea Rios.
