How can you boost online sales in the B2B?



In today's world, B2B clients don't limit their choices to attending trade shows and offline events alone. Now, they also consider information about a product or service available on the internet. As a result, B2B clients primarily research all materials about a particular company in the digital space before considering attending a specific event.

This underscores the importance of shaping your marketing and sales strategy if your target audience is primarily B2B clients.

Since we also operate in the B2B sector, our article will provide you with some insights from our own experience. These tips will enhance your marketing strategy and enable you to attract more potential clients, converting them into customers.

What do recent authoritative studies tell us?

Recently McKinsey and Company published a new B2B Pulse survey. They collected data from decision-makers from dozens of industries in the USA, and according to this data, it looks like B2B selling is more inclined to omnichannel sales. Also, the tendency to purchase online is growing. 

The survey contains a lot of information that might be useful for those following the market. Four key findings perfectly show how B2B sales have changed recently.

First of all, more and more decision-makers tend to make large orders (over 500 thousand US dollars in a single transaction) online. This number grew from around 27% at the beginning of 2021 to 35 by the end of the year. And for smaller orders (over 50 thousand US dollars), the number of companies ready to purchase online reached around 77%.

In addition, 94% of respondents state that current omnichannel sales (purchasing face-to-face, remotely, and online) are at least as effective as before the pandemic.

Another finding published in the report states that B2B customers are currently using more than ten channels to interact with suppliers. Five years ago, the number of channels was only 5.

One more important thing in sales is loyalty. Around 80% of the decision-makers say that they will try to find a new supplier if the current one doesn’t offer certain guarantees, like some level of performance, refunds, etc.

What is the key to contact with B2B clients shortly? 

The key is having a comprehensive understanding of each customer. B2B buyers expect the same level of omnichannel service and flexibility as they do when making personal purchases. They want the ability to transition seamlessly from one channel to another as they progress on their path to purchase. 

They may start by researching options on the supplier's website or in social media. When questions arise, they want to be able to open a chat, call a sales representative, or receive a callback within a few hours, expecting the sales representative to be aware of their history if data collection has been agreed upon. They may want a specialist to meet them on-site at the factory to select the perfect product or solution for their needs.

Many B2B players struggle to implement omnichannel interactions because they perceive channels as isolated ("multichannel") rather than as a set of interconnected tools that a customer might want to use at different stages of the decision-making process or at different points of the supplier relationship ("omnichannel"). To ensure a seamless cross-channel journey, B2B players must develop a comprehensive understanding of each customer and deliver consistent messages across channels.

 Successful omnichannel sellers leverage CRM tools that provide visibility into the entire customer journey, allowing them to unite potential clients from various sales departments and channels. With this transparency, they can create a flawless experience for customers and can reward sales representatives regardless of where the customer makes their final purchase.

How to adapt ecommerce projects to a new B2B client?

As the demographic landscape of B2B product buyers continues to shift towards millennials, who are Internet-savvy, it is more crucial than ever for brands and retailers to establish a strong online presence. Here are some tips for adaptation:

  • Invest in SEO and content marketing. Potential customers are more likely to find you if your brand appears in online searches for relevant keywords
  • Ensure that your website is updated and mobile-friendly. Since the majority of web traffic now comes from smartphones, your site needs to be designed with this in mind
  • Utilize social media to connect with buyers. Platforms like Twitter, Instagram, and Snapchat are excellent ways to engage with young individuals who are actively involved online
  • Stay informed about trends. Keep an eye on what's popular among influencers and buyers in your industry, and adjust your offerings accordingly.

Develop a multichannel marketing strategy. Explore new ways to communicate with potential clients. While offline meetings and trade shows used to be the only methods, digital communication channels are becoming increasingly important.

Try new approaches, test them, and analyze how your hypotheses perform. Through experimentation, you may discover a new and effective way to attract new customers.


The new generation of B2B buyers is becoming increasingly internet-oriented. So, if you're in this sector, it's essential to take actions that enhance your online visibility.

If you need assistance with developing your business website to attract potential customers and make your presence in the digital world confident and appealing, submit your request for a comprehensive consultation on your project.

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