The B2B (business-to-business) consultative sales landscape in Brazil is undergoing a rapid and profound transformation. The corporate buying journey has radically changed, and companies that don't 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 to a 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 conversations about the problems they solve and the solutions they offer. This way, when customers contact us, they already recognize that company as a reference and authority on the subject," explains specialist Mari Genovez, founder of Matchez, a consultative sales company that achieved 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 Statistics 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% more 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 that can be applied to the customer's daily life, so they understand the complexity of the solution and feel confident about moving forward with the purchase.
However, there's an important caveat: despite the advances, the digital maturity of Brazilian B2B companies is still low. Only 5% of companies have reached a sophisticated level of digital maturity, according to Intelligenzia. Even so, 36% of industry professionals saw significant progress in 2024.
One of the biggest mistakes is impatience. The digital world doesn't offer magical results: starting a transformation and abandoning it halfway is like going back to square one. To succeed, alignment and consistency are necessary, especially in the integration between marketing and sales. This synergy can only be built with clear processes, efficient use of CRM, automation, and close lead monitoring. "It's vital to identify the right moment to approach the customer and use technology to understand their interests, 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 invasive is to apply the "middle, bottom, and top of the funnel" strategy. At the top, broad, educational content attracts and engages; in the middle, pain points are explored and solutions are presented; at the bottom, direct calls are made for meetings, proposals, and closings.
This gradual build-up keeps the audience receptive, because by the final stage, these people have already received so much value that the purchase approach feels natural and welcome. Practical experience and data prove: success in digital consultative sales depends on established authority, genuine personalization, consistency, and, above all, patience.
In today's B2B world, where up to 90% of purchasing decisions are made before direct contact with a salesperson, simply being digital isn't enough; you need to live digitally with strategy, authenticity, and focus. "Remember: everything promised online must be delivered offline. It's this consistency that sustains lasting results and strengthens your reputation in the market," Mari emphasizes.
