Use CRM to Personalize the B2B Buying Journey
The business-to-business (B2B) buying journey is complex. Unlike consumer purchases that typically involve one buyer and one business, B2B selling often requires companies to connect with multiple parties provided by targeted sales leads, and to clearly showcase the value of solutions from an ROI standpoint.
CRM tools can help B2B sales and marketing teams personalize the buying journey while streamlining the process. Here’s how.
Common Challenges in B2B Sales
The nature of B2B sales creates some common challenges:
Uncertain sales cycles. Closing sales means connecting with decision-makers. But these decision-makers can be hard to find and harder to reach, in turn slowing the sales process. In addition, companies typically have a multi-layered purchasing process, meaning a single “no” can derail weeks or months of work.
Sales and marketing alignment. If sales and marketing teams aren’t aligned, it becomes difficult for B2B sellers to find and convert new leads. This is the rule rather than the exception—according to recent survey data, the average overlap between B2B sales and marketing teams is just 16%.
Customer retention. While one-off purchases are a start, returning customers deliver the most value over time. But retention is no easy task. As noted by research firm Gartner, 75% of B2B buyers now say they prefer a “rep-free” experience. Given that most B2B companies rely on experienced sales reps to court and convert customers, this is a challenging transition.
CRM Benefits for B2B
CRM tools provide a combination of historical and real-time buyer insights to help teams improve their sales strategy and keep clients coming back.
Consider client needs. The more teams know about what a customer really wants—not what they might want or should want—the better their sales process. CRM tools let sales and marketing teams easily access data about previous purchases and service histories to create more comprehensive buyer profiles.
CRM solutions also enable consistent communication at every touchpoint. In practice, this means that no matter how prospective buyers connect—via email, phone call, social media, or SMS—they receive the same experience.
Finally, CRM systems help streamline the sales process from initial contact to post-purchase support. For example, companies can set up automatic reminders of needed action, such as a follow-up phone call to keep interest high, or a post-purchase survey to ask for actionable feedback.
Five Tips for CRM Success in B2B Buying
Success with CRM doesn’t just happen for businesses. Instead, it requires a methodical and consistent approach. Here are five tips to help boost B2B buying with CRM tools.
Prioritize a human-first experience. As noted above, many buyers prefer a more hands-on experience. But don’t confuse this with an impersonal one—what typically tips the scales is the hard-sell nature of many B2B pitches. Instead of turning over the reins to self-service solutions, focus on creating a personalized experience that uses CRM solutions to inform next steps. For example, if CRM data shows a predictable pattern to business purchases, teams can use this data to provide tailored discounts or bundled savings that increase buyer loyalty.
Use tech where it makes sense. While it’s important not to overuse technology, it’s also critical to make best use of evolving options, such as artificial intelligence (AI). Consider client-facing portals such as chatbots. Powered by generative AI that leverages CRM data, these chatbots can provide a personalized, self-service experience that can be escalated to agents as needed.
Build stronger relationships. Personalization plays a key role in B2B success, and CRM tools offer a wealth of information to help teams build personalized marketing and sales outreaches that resonate with buyers. Consider a seasonal business that makes regular purchases from your company during its busy periods. The sales strategy that works during these times won’t be effective in slower months. Using CRM tools to track purchase and spending patterns, teams can build campaigns that focus on stocking up before seasonal demand increases exponentially. Pair this with a bulk discount, and it’s possible to boost customer loyalty.
Balance personalization with privacy. Without privacy and data protection, personalization falls flat. To ensure privacy, start with permission. Make sure you have the informed consent of all customers to use, collect, and store their data, and ensure you clearly communicate the purpose of this storage and collection. Next, limit access to sensitive CRM data. Only staff directly involved in B2B processes should be given permissions, and these permissions should be regularly re-evaluated. More access means more chances for unintentional misuse.
Create long-term strategies. Sales isn’t a one-and-done process. Instead, it’s the work of months or years to create B2B relationships that last. As a result, companies need to create long-term strategies that go beyond immediate sales to consider downstream benefits. Consider a new B2B buyer making their first purchase. While it’s tempting to upsell decision-makers, analysis of CRM lead data may indicate a high likelihood of pushback in response to high-pressure tactics. By taking a long-term approach to sales volumes, companies can drive a steady increase in sales volumes over time.
B2B and CRM: More than the Sum of Their Parts
Business-to-business sales remain an inherently human pursuit. From finding new leads and connecting with prospective purchasers to cultivating long-term reciprocal relationships, staff power B2B success. CRM and B2B e-commerce platforms help streamline these sales processes. By providing staff with the tools they need to better understand client needs, companies are better equipped to capture attention, drive conversion, and keep buyers coming back.
Stephanie Burke is a seasoned B2B tech marketer and the marketing director at k-ecommerce, a B2B online commerce and payment solution. She has extensive expertise in the e-commerce space and specializes in developing strategic marketing plans, building high-performing teams, and aligning them under a unified vision. Burke believes that while marketing tactics may not be unique, the right words and visuals can set a brand apart, empower sales teams, and shape a lasting reputation.