Buyer behaviour in the B2B space has changed dramatically in the last few years. For example, B2B clients now engage with vendors over ten or more channels, up from an average of five in 2016, as per McKinsey. This is understandable because today's buyers want to gather as much information as possible before making a purchase, and their research can span multiple touchpoints. While the McKinsey survey focused on B2B decision-makers in the US, the preference for omnichannel digital interactions in B2B sales is a global phenomenon.
By delivering smooth omnichannel experiences as your prospects and customers progress through the sales funnel, you can generate more leads while also enhancing prospect engagement and retention.
Here are a few channels to consider as you look at generating B2B sales leads:
Managing multiple B2B sales channels and conversations – online or offline – can be a huge challenge. To send the right message to the right person at the right time, it is crucial to collect and aggregate customer data from multiple channels on a single platform. This helps ensure unified, customised messaging and a smoother customer experience.
With the help of Salesforce Sales Cloud, you can simplify the process of gathering and collating data from several sources to create valuable leads. Sales Cloud enables you to comprehensively understand your prospects and customers, by giving an overview of activity history, important contacts, communications, and internal account discussions. It also allows you to get insights from social media platforms like Facebook, Twitter, and LinkedIn, letting you optimise your strategies across channels and attract more leads. Thus, Sales Cloud allows you to identify the most relevant B2B sales channels, optimise them for your desired outcomes and accomplish your lead generation objectives.