Impact of Pandemic that has Permanently Changed B2B Buyer Behavior5 min read

B2B Buyer Behavior

After the pandemic, there is no denying that it has revolutionized the way customers used to shop. The experiences like lockdown and social distancing with a major focus on personal hygiene and safety have reshaped us indefinitely.

Even after things getting back to the normal scenario, we still find ourselves compatible with our new habits. This implies the changing consumer behavioral patterns.

What does this B2B buyer’s behavior indicate in the wake of the ongoing pandemic? How do B2B businesses can boost revenue from the evolving patterns of purchase?

Here we will be providing insights on the shifting B2B buyer behavior and what it takes to fulfill the buyer’s requirements in both the recent and post-pandemic landscape. These strategies will help prepare for the upcoming year of 2021.

An Overview of Buyers Research Before Completing the Purchase

The B2B decision-makers engaged in reviewing more materials before making any purchase decision. Data shared by Racounter claimed that 51% of sales and marketing experts feel that buyers are involved in doing more research over the past 18 months than previously. This is mainly because of two reasons.

Increased Budget Oversight

Tracking the returns on investments (ROI) for individual efforts is easier for organizations. Now they are closely monitoring the expenses of every department against the value of their company. Purchase decision-makers are feeling the burden of selecting wisely before making any purchase.

Excess of Content

The B2B buyer’s habit is starting to resemble the purchase path of B2C. There is an excess of content to pursue, so a proper assessment has become easier before purchasing decisions.

Steps to be Implemented

The top-performing B2C organizations should be looked up as an example to offer an outstanding pre-purchase experience. It involves various opportunities to do some self-research.

This starts with highlighting product reviews, sharing authentic testimonials, creating videos explaining how products and solutions work. Moreover, you can also share content that guides buyers on overcoming specific challenges.

More than ever, it has become necessary to do everything that helps buyers to feel confident so that they convert easily.

Remote Buying Patterns of Buyers will Continue

The global pandemic compelled buyers to make purchases through the online route as there were not many alternatives available. From ordering groceries to purchasing essentials, buyers ordered products online. It also involved streaming live work sessions and hosting parties.

After discovering the convenience of virtual buying, most people are accustomed to this new buying habit. The era of closing deals on the physical meetings is already phasing out.

According to Mckinsey reports, video-conferencing and e-commerce account for 43% of the total B2B revenue. Today, almost 90% of the B2B organizations have transitioned to digital models. It is evident that given a choice, the customers will prefer the online path.

Steps to be Implemented

Organizations need to focus more on enhancing the virtual sales process. Today, many marketers are experiencing the benefits from online reaches, such as better organic reach, an extension of value beyond the physical date, better data acquisition, etc.

Accelerate the digital process with a touch of personalization by sending tokens of gratitude. It can be a small gift when starting on a small deal to a large gift when signed.

Buyers will be More Cost-Conscious

From an industrial point of view, 2020 saw more budget cuts, reduced salaries, layoffs, and hiring freezes. As a consequence, B2B buyers have become savvier in terms of investment in products and services.

Data from TrustRadius revealed that 49% of the businesses had reduced their spending during the tech world’s pandemic. When there was an increase in the budget, it went outright in funding immediate requirements like online collaboration tools and video conferencing cameras. These budgets will continue to see a marginal increase until and unless a vaccine is discovered.

Steps to be Implemented

It becomes essential to communicate your business value to the customers. This is the correct time to review your messaging and overall marketing strategy to set the perfect narration.

A mediocre website and average content might have given you enough revenue in the pre-pandemic market, but now it’s time to buck up the scores. Offer your buyers a premium experience from day one so that it renders an impactful impression.

Buyers will Prefer Features and Functionality 

Now, B2B buyers will involve more people in the purchase process compared to the previous year. Today, almost 71% of organizations have formal buying committees to take decisions and review potential purchases. This will automatically slow down the process of buying along with narrowing down the buying criteria.

The shrewd buying team will include must-have features and functionalities in their purchasing criteria. A hairline difference can significantly change the decisions on the part of the buyers.

Steps to Implemented

In such a situation, businesses have to focus on providing effective yet affordable solutions to buyers. Manufacturers have to highlight their company’s strength in terms of ease of use and better deployment times. Pinpointing the details about the products and services will be effective in winning back the customers’ loyalty.

Apart from the features and functionality, availability, and convenience, the other two key zones act as drivers for consumers’ purchasing decisions. This holds the utmost importance when they consider picking new brands.

The Future of B2B Buying Behaviour

It makes little sense to consider the pre-pandemic B2B buyer behavior in your marketing strategies. While some conventional habits might re-surface in the upcoming months, but switching back to the older practices are irrelevant.

This has a sort of positive impact on the way of doing business. Organizations have dedicated months after months, investing money and time to new technologies and processes to cater to the shifting demands. It’s time to upgrade these strategies and evolve them into an entirely new level.

By focusing on the new research tools, communicating core values, and enhancing the online sales process, companies can prepare for a new business era.