Putting 2021 Digital Imperatives into Action

With the onset of COVID-19, there has been a dramatic shift regarding the importance of digital presence. Electronics distributors and suppliers came to the stark reality that their digital presence had to dramatically improve to remain competitive. With engineers in mass now working from home, salespeople unable to personally visit clients, and accelerating digital expectations from engineers, the pandemic created a perfect storm for the need for great digital presence.

The Trend: The Digital Salesperson

The Benefit:

• Greater engagement
• Faster time to conversion
• Less abandonment
• Maximization of resources

Objectives:

• Greater buyer journey coverage
• Faster time to what matters
• Pivot to keep customer engaged
• Building of a relationship

Action Items:

• Evangelize the digital salesperson
• Digital salesperson gap review
• Digital salesperson optimization plan
• Quick win vs. long play plan

The Trend: Personalization

The Benefit:

• Higher levels of engagement
• Higher levels of conversion
• Greater share of voice
• Maximization of resources

Objectives:

• Create personalized interactions
• Create personalized calls to action
• Subject matter authenticity
• Leverage right assets in the right time and place

Action Items:

• Assess personalization capabilities
• Assess ability to create personalized CTAs
• Identify SME and existing content readiness
• Identify content/data system readiness

The Trend: B2C Coming to B2B

The Benefit:

• Improve engagement
• Build trust and differentiation
• Increase conversion
• Drive user farther down the buyer journey/demand funnel

Objectives:

• Leverage B2C proven capabilities
• Capitalize on user familiarity with B2C
• Provide better user experiences
• Improve buyer journey flow

Action Items:

• Assess what B2C capabilities to leverage
• Analyze where B2C capabilities best fit into your buyer journey
• Prioritize which B2C capabilities to leverage first
• Measure where there is bleed out of the buyer journey and where B2C can help

The Digital Salesperson
Frictionless Flow
Personalization
B2C coming to B2B
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