2024 Trends in B2B Sales & Marketing: What's Shaping the Sales Process?

This week, I will be on a panel discussing this. Things are changing rapidly.

The 2024 Trends are not at all surprising when you think about your own behavior.

I think it's safe to say we are post-pandemic now. It is an understatement to say the pandemic changed everything.

We've never seen disruption like this, in every industry and area of life, like we have in the last 4 - 5 years.

Anytime our behavior and values change significantly, so does sales and marketing.

I have heard some call this the?Decade of Destruction.

Let's look at the Megatrends

Over 50% of us are questioning our life choices and redefining our lives. All the structures and norms we've grown used to are being thrown into the blender.

Things that are coming into question are home ownership, job mobility, entrepreneurship and side gigs, marriage, location, the importance of higher ed, and so much more.

Personal values?are more important than ever. Boundaries around work are more acceptable. WFH. RTO. Redefining "retirement." The 4-Day work week. So many changes.

I find it very interesting how megatrends affect sales and marketing.

We want more autonomy.

And that is reflected in Sales and Marketing.

How?

#1. We want our experience to be hyper-personalized.

We want assurances that the professionals we work with understand us and our needs. That they have experience working with people in our profession and specific situation.

Cookie-cutter solutions and regimented group programs are not as popular.

#2. We are investing less frequently, but spending more and are far more discriminating about professional services.

The right service and the right service provider.

#3. It is not enough to get a great referral anymore.?We are going to do at least a little due diligence, also. Just because you say someone is great, does not mean they are a good fit for me.

#4. Brand differentiation is vital. What makes you different or better than the next 10 people that do what you do? What is your competitive advantage?

Interestingly enough, a great client experience wins over a cheaper price point. People are more willing to pay for done for you and VIP.

#5. The Megatrend I find most interesting is?Anti-Tech. Choosing 'dumb-phones' to decrease the amount of time we spend death scrolling. In person meetings vs. Zoom. Snail mail is popular again.

This has huge implications for Sales and Marketing. How many times do I get 'handed off' to someone else? If I receive an email out of synch with recent conversations, I will likely not continue with the process. Abandoned cart.

#6. Convenience?is huge. But so is?authenticity?and having a customized experience.

Virtual Selling?IS?the new norm.

If you haven't adopted this idea, client acquisition will be challenging, time consuming, and expensive.

Current estimates are?12 - 22 touches before someone is interested in working with you. Most of those touches need to be digital. We want to figure things out and make decisions on our own.

No sales person. No One to One conversations, until we are?ready.

What's scary is?65 - 75% of the client journey is out of our control. Your website, your LinkedIn Profile, your content, newsletters, Yelp reviews, Google search, networking, word of mouth...

#7. Interactive and Immersive Experiences?are very popular. The "try before you buy."

On the Digital Platform this means polls, quizzes, webinars and live events like LinkedIn Live, Ask me anything...

It still all boils down to trust.

Can I connect with you in a meaningful and fulfilling way? Can I trust you with my problem? Will you take excellent care of me?

Here are the Cliff Notes?-

1. Have a strategy to stay Top of Mind on the Digital Platform
2. Be Authentic. Show your personality and values. Be personable.
3. Ensure a personalized experience for each client. No one size fits all shenanigans. People want to feel special. Not victimized.
4. Brand yourself and your business really well online. Build consistency and reputation.
5. Express how you are different. What is the benefit of working with you?
6. Use some 'low' tech once in a while. Send a card snail mail. Pick up the phone. Take someone out for coffee.
7. Listen
8. Look at the entire client journey and shore up the gaps. Increase the quality of the experience.

Bottom Line - The #1 Converting Factor is Clarity

Can you help me?

Do you have experience solving my problem?

Who are you?

Don't make me work so hard to figure that out. That is professional courtesy.

And rare.

until next time...

Angela

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Angela calls herself The “Accidental Entrepreneur,” having moved to the San Francisco Bay Area with her shiny new MBA and dreams of being a CMO. Instead, she started her own business. Angela is the #LinkedInBadass sharing her expertise in Business Development, Professional Branding, Visibility & Optimization on LinkedIn. Without a website, she built her entire vibrant business using free LinkedIn! She is a former Rock Climbing Guide and lives in Marin where the hiking and the weather are fabulous. Being from Wisconsin, she is a diehard Packer Fan and shareholder.

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