The landscape of B2B (business-to-business) consultative selling in Brazil is undergoing a rapid and profound transformation. The corporate buying journey has changed radically, and companies that do not adapt quickly risk losing market share and relevance. A study by Veritatem School reveals impressive data: 80% of the buying journey takes place online even before the first contact with the sales team. Furthermore, 90% of corporate buyers begin their research online, seeking information and solutions before speaking with any salesperson.
“This change brings a fundamental challenge: building authority and relationships from the top of the sales funnel. Digital positioning allows companies and sales professionals to engage in daily dialogue about the problems they solve and the solutions they offer. Therefore, when a client makes contact, they already recognize that company as a reference and authority on the subject,” explains specialist Mari Genovez, founder of Matchez, a company specializing in consultative sales that reached a revenue of R$1 million in less than a year.
Today, the combination of relevant content and personalization is the most valuable currency in the B2B market. Data from Intelligenzia Estatísticas shows that 80% of buyers prefer companies that deliver personalized experiences. Digital strategies that combine valuable content with the intelligent use of data can generate 60% greater growth and increase qualified conversions by 52%.
“But having a digital presence isn’t enough: it’s essential to deliver relevant content, with practical examples, case studies, and real testimonials,” Mari points out. According to her, the sales and marketing team needs to share their knowledge transparently on social media, offering lessons applicable to the client’s daily life, so that they understand the complexity of the solution and feel confident enough to move forward with the purchase.
However, there is an important warning: despite the progress, the digital maturity of Brazilian B2B companies is still low. Only 5% of companies reach a sophisticated level of digital maturity, according to Intelligenzia. Even so, 36% of professionals in the sector perceived significant progress in 2024.
One of the biggest mistakes is impatience. The digital world doesn't offer magical results: starting the transformation and abandoning it halfway through is like going back to square one. To win, alignment and consistency are necessary, especially in the integration between marketing and sales. This synergy is only built with clear processes, efficient use of CRM, automation, and close monitoring of leads. "It's vital to identify the right moment to approach the customer and use technology to understand their interest, maintaining a consistent flow of interaction," emphasizes the Matchez executive.
Balancing information and sales is essential. The best way to offer products or services without sounding intrusive is to apply the "middle, bottom, and top of the funnel" strategy. At the top, broad and educational content attracts and engages; in the middle, pain points are explored in depth and solutions are presented; at the bottom, direct calls are made for meetings, proposals, and closings.
This gradual approach keeps the audience receptive because, by the time they reach the final stage, these people have already received so much value that the approach to purchase feels natural and welcome. Practical experience and data prove it: success in digital consultative selling depends on established authority, genuine personalization, consistency, and, above all, patience.
In today's B2B world, where up to 90% of purchasing decisions are shaped before direct contact with a salesperson, simply being present in the digital world isn't enough; you need to live the digital experience strategically, authentically, and with focus. "Remember: everything promised online must be delivered offline. This consistency sustains lasting results and strengthens your market reputation," emphasizes Mari.
