Digitalization takes a second breath  Digitalization has been a key concept for many years, and everything indicates that in 2020 we will see its development even stronger. Cloud services will increasingly integrate into the business to increase their efficiency and work results. According to predictions, we can also expect the integration of systems when all the important information from different messengers/e-mails is collected in one place.  Automation of work processes, electronic document management should become mandatory for B2B companies and startups that need fast growth. And do not be afraid. All that is possible, let robots do, leaving people with creative and analytical functions.  Data-based sales get hotter than ever  2020 will be the year when organizations that invest in well-designed, data-driven sales strategies get a visible result. Working with a client base, of course, gives you a great competitive advantage, but you should also pay attention to ensure that all your data and processes are included in the system. And this is not about exel tablets. If you still do not have CRM, then you risk losing money on inefficient data processing, improperly organized marketing and sales processes. Now those organizations that prudently laid this foundation for their processes will begin to pay off.  We all know that information is money. Data on potential client companies, on decision-makers in these companies, is a tool for the seller. Analyze how your company handles collecting databases of potential customers, processing and converting them into sales. But no matter how large or high-quality the database is, it matters how this data is processed. Personalization will become a necessity  In the next decade, a new round of development of various ways of personalization in B2B sales and marketing is expected. Proline experts predict that in the long run, personalized experience is one of the most important conditions for productive cooperation with customers.  2020 promises to be a year of personalized marketing, which in turn will positively affect sales. Personalization models can be different: in newsletters, in website promotion, in building customer relationships, account-based marketing, and person-based marketing strategies. Customer expectations for personalized multi-channel experience have reached a record high. In a survey of 1,000 people, 90% said they like personalization. An important fact - 80% recognized that they are more likely to cooperate with a company that will offer them an individual approach. Therefore, the creation/adaptation of a product for a B2B client will become relevant. This is an approach at the intersection of marketing, sales, and service. The bottom line is not to refuse new, unfamiliar requests, but to quickly adjust the company's processes to the implementation of non-standard client tasks. Competition is growing, and a truly personal approach will become a strong competitive advantage.  Sales and marketing departments will work more closely than before.  Disagreements between sales and marketing departments are a long-standing issue in all sectors. This leads to inefficiencies and poor knowledge of customer needs. Often the problem is the lack of communication and the fuzziness of common goals. For example, marketers often create useless content without a focus on sales. The Content Marketing Institute reports that 60 to 70% of B2B content is never used because topics are not related to consumer issues. At the same time, 79% of marketing leads are never converted due to the inability of sellers to develop a relationship with a customer.  However, in the western market in recent years there has been a tendency that these departments began to coordinate their goals and efforts more and more, and this development will continue in 2020.  Sales in social networks continue to grow rapidly  In B2B sales, it is more important than ever to build relationships between people on both sides of the transaction. LinkedIn, Facebook and Telegram chat help a lot with this.  Sharing blog ideas will continue to be an effective way to build your brand in 2020. In the short term, this allows you to continue the dialogue with your customers by e-mail or already at a meeting. In the long run, this will help you establish the status of an expert in your field and attract potential customers in the form of new contacts.  Facebook also works great for these purposes. Professional communities/groups, a personal page is your sales channels. Borders are increasingly blurred and it is becoming the norm to get acquainted with decision-makers in Fb, as well as in Ln. Use this and measure conversions.  In 2020, Telegram chats will continue to grow in volume and quantity. These are great opportunities for networking, product surveys, and discussion of business trends. But you need to be patient and give yourself time. In social sales, it is important to follow the “Sell without selling” rule. Do not immediately write in the forehead “We are the coolest, buy it!”, This will cause a negative. And give benefits to a potential client, prove yourself as an expert in your question, identify problems and only then transfer the dialogue to the plane of purchase. Remember that you should work with social sales regularly and actively share knowledge, maintain a dialogue with your contacts in posts and comments. A successful combination of technology with personalization is what will make your business a winner in 2020. The power more and more falls on the B2B client, and it is B2B sellers who must keep up with this development so as not to lose to competitors. 
Ivan Ivanoff
June 25, 2020
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