![]() ![]() Intuitiveness demonstrates deep customer knowledge and understanding. Being intuitive means providers must invest in the people, processes, and technology to gain greater insight into each buyer and create inviting and personalized experiences. ![]() Intuitive. Buyers expect that knowledge of their personal journey is persistent in every experience pre- and post-sale.Connectedness creates lasting partnerships through empathy and commitment. Buyers will gravitate toward providers that work hard to understand their goals throughout the buying journey. Connected. More than 60% of buyers now say providers that are knowledgeable and address their needs have the most positive impact on their buying decisions.Openness reduces buyers' frustration and establishes trust and affinity. Open. Buyers expect more visibility and easier access to relevant information, such as pricing, business practices, policies, and market feedback.These emerging expectations fall into four categories: Today's B2B buyers are now demanding a different kind of experience and relationship with providers - they want more control and self-service, they want to be treated as equal partners, and they expect experiences that are increasingly open, connected, intuitive, and immediate. Leaders need to assess the new expectations of their buyers, orient their revenue engine to those expectations, and prioritize actions with the biggest impact to have any chance of thriving in these challenging times." It's not enough to understand these dynamics. "Environmental factors including social distancing measures, increased demand for self-service and eCommerce, and the rise of Millennials in the buying process are threatening many popular business strategies and practices of B2B organizations. "These are unprecedented times, and powerful dynamics are converging within the B2B landscape," said Sharyn Leaver, senior vice president of research at Forrester. The SiriusDecisions Buyer Empowerment Model, which guides B2B organizations on how to navigate these evolving buyer expectations and adjust their approach to marketing, sales, and product management accordingly, was also unveiled. ![]() Summit 2020 is symbolic of the agility organizations need to demonstrate to engage in a customer-obsessed and digital way.ĭuring the virtual experience, Forrester analysts revealed that the quality of virtual interactions with B2B buyers is driving buying decisions, with 42% of purchases being made digitally. Attendance for the virtual event matched the number of attendees at last year's physical event, demonstrating the power of the virtual model to connect with customers in this new pandemic environment. To lead by example, Forrester transformed its flagship Summit 2020 into a four-day virtual event, which concluded earlier today. This poses a risk to all B2B organizations unless they adapt quickly and pivot their strategy to be more customer-centric and digital. CAMBRIDGE, Mass., /PRNewswire/ - Rapidly evolving environmental factors due to the coronavirus pandemic are driving profound changes in the behaviors of B2B buyers. ![]()
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