New analysis makes it clear: Omnichannel is here to stay for B2B sales.
B2B buyers aren’t just moving to omnichannel. They’ve arrived. Given the choice of in-person, remote, and e-commerce channels, purchasers have shown they want them all.
McKinsey’s research on B2B decision makers confirms that omnichannel is not simply a trend, nor a pandemic workaround—rather, it is a critically important fixture for B2B sales globally.
83% of B2B leaders believe that omnichannel selling is a more successful way to prospect and secure new business than traditional, “face-to-face only” sales approaches (McKinsey, 2021).
McKinsey found that even as in-person engagement reemerged as an option for B2B sellers, for example, buyers made clear they prefer a cross-channel mix, choosing in-person, remote, and digital self-serve interactions in equal measure. Digital strategies will need to adjust to keep up –including shifting to greater digital advertising efforts and online sales use.