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 regarding B2C sales, but mainly in B2B. As corporate consumer expectations increasingly align with those of the end consumer, B2B companies have also demanded more channel integration in their purchases, directly reflecting on the financial results of companies that adopt this strategy
To exemplify, a McKinsey survey revealed that B2B companies that implement an omnichannel strategy experience an EBIT growth of 13,5%, compared to 1,8% achieved by companies less digitally capable. Furthermore, studies indicate that, in addition to purely digital channels, the strategies of inside sales and hybrid sales are crucial for providing an omnichannel experience in the B2B sector. The study indicates that businesses that adopt omnichannel can increase their revenue by up to 20% by using inside sales and hybrid sales
Andrea Rios, sales and marketing specialist and founder of Orcas, clarifies that inside sales is not a type of call center, but another 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 complex buying journey of the customer, intensified after the pandemic with the multiplication of channels and touchpoints. "Deeply understanding the B2B customer buying journey is a competitive advantage and", more than that, a necessity. The purchase in companies is influenced by aspects such as understanding the structure of the journey, the identification of who has decision-making power within the client company and the recognition of preferred points of contact, explain Andrea
The adoption of inside sales is so important that up to 80% of customers served by B2B companies are small and medium-sized enterprises, being able to be fully served by these sales teams. Other customers require different purchasing formats, both digital and in-person. In this way, these businesses can be served where they prefer, multiplying sales, highlights Andrea. According to the McKinsey research, among the companies that grew more than 10% in 2022, more than half adopted a hybrid sales model
There are many examples of B2B companies that have achieved great success by investing in omnichannel strategies. "ArcelorMittal", for example, expanded its omnichannel approach, making sales through online quotes, it has its own sales team and a network of distributors, offering both e-commerce and physical stores to serve small entrepreneurs and end consumers, says Andrea Rios. Another example is Vale, that invests in digital technologies to optimize its sales operations and customer experience. The company explores the use of digital platforms to advance the marketing of its mineral products
"A Bees, platform aimed at serving small retailers, was born from the understanding of the complex journey of traditional retail purchasing, that faces more challenges than large retailers and distributors. The platform started by selling drinks and today offers a wide portfolio of products and partners, exemplifies the specialist
She explains that a common mistake is to believe that the best thing is to start by quickly accumulating resources. However, leading companies invest primarily in small ones, but highly qualified data analysis teams. With that, it is possible to adopt an agile methodology, quickly correcting errors through continuous improvement processes and saving resources
I see the success of the omnichannel strategy in B2B companies being based on three main levers: strategy based on deep insights from customers; customized solutions, 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
