buyers journey b2b In the last couple of years, the buying journey has drastically changed for both B2C and B2B consumers. Companies in the B2B industry have had to create a digital buying journey for their customers, to deliver what the buyers are now expecting. To create such a journey, businesses have to invest a lot of time and effort into communicating with consumers about what they expect from businesses, their needs, and their values.

Subscriptions

One of the biggest trends in software sales has been the subscription sales model. A similar sales model can be implemented by many other businesses in the B2B industry, which can help drive long-term relationships between companies and their audiences. For instance, when a consumer purchases a certain product from Amazon, they might want to re-order it at a certain frequency. While that’s not the same as a subscription (more a recurring order), it’s a similar idea. As companies evolve beyond recurring purchases, they have to start thinking about the value and utility of those purchases. Instead of only focusing on consumers that purchase a product at one point and are done with a business, companies can create a recurring relationship with them that’s oriented toward what they need or value. The companies that utilize a subscription model for sales can also guide their consumers toward upselling, aside from renewing their subscriptions.

Digital Sales

Before the pandemic started, many companies had already begun their slow path toward digitization and online sales. While it wasn’t the biggest priority for many companies before the pandemic, it quickly rose to the first spot on their list, since many were trying to keep their customers happy. Fortunately, many consumers in the B2B industry were craving a digital customer journey. Companies have received great benefits from today’s customer engagement efforts, especially in terms of the information such efforts generate. Many consumers these days tend to start their buying journey on a digital device instead of inside a brick-and-mortar store. Companies in the B2B industry can help them on their journey by introducing more digital experiences and touchpoints. That doesn’t mean the role of salespeople in a company is easier these days, however, because now they have to deal with more detailed questions from consumers. With consumers being more informed or highly knowledgeable about what they need or are looking for, sales teams have to work harder to gain credibility and trust with consumers and build a strong relationship with the audience.
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 Customer Experience

These days, the main element of many companies in the B2B industry is customer experience. While B2C marketing relies on appealing to the emotions, companies in the B2B industry can instead rely on trustworthiness to close a sale. To improve the buying journey, B2B businesses should be focused on building trust with the target audience and should show that they have the consumers’ best interests in mind. Ronn Torossian is the CEO and founder of NY based PR firm 5W Public Relations. Torossian is also the founder of the Ronn Torossian Foundation, and a lifelong New Yorker.
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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.