Five fundamental truths: How B2B winners keep growing (with abstract)
| Five fundamental truths: How B2B winners keep growing (with abstract) | |
|---|---|
| Published By | Articles by McKinsey |
| Publish Date | September 12, 2024 |
| Authors | Candace Lun Plotkin, Jennifer Stanley, Liz Harrison, Víctor García de la Torre |
| Topics | B2B |
| Statistics | |
| Article Size | words |
| Diagrams | Yes |
| Downloadable Version | Yes |
| Reviewers | |
| Page Owner | Nikolay Sidelnikov |
| Summary Author | Nikolay Sidelnikov |
Abstract
The large article Five fundamental truths: How B2B winners keep growing by McKinsey is devoted to exploring the transformation of the B2B sales landscape amid economic uncertainty, driven by the rise of digital technologies and changing buyer expectations. It highlights key findings from the 2024 B2B Pulse Survey, identifying critical trends such as the growing importance of omnichannel experiences, the rise of e-commerce, the impact of hybrid work, and the use of generative AI in sales strategies. The article also provides insights into how B2B sellers can adapt their go-to-market approaches to meet these evolving customer demands.
The B2B landscape is evolving, with digital technologies reshaping how sellers engage buyers. Customers now demand sophisticated, omnichannel experiences and prefer a balance of in-person, remote, and self-serve interactions. This "rule of thirds" applies universally across industries and geographies.
E-commerce has become the top revenue channel for many, overtaking in-person sales, while seamless omnichannel experiences are essential for customer retention. Additionally, hybrid work boosts growth, and companies leveraging generative AI for personalized interactions outperform competitors.
The article emphasizes the need for adaptive strategies to cater to diverse buyer preferences and capitalize on these emerging trends.
The text explains the following topics:
- What are the three archetypes of B2B decision-makers
- Why does the rule of thirds rules all
- Why seamless omnichannel is gold
- Why e-commerce is indispensable
- Why hybrid work works
- How Gen AI’s got a game
Full text: Five fundamental truths: How B2B winners keep growing
Subscribe to B2B Experts Digest
Contribute to B2B Experts Community
Subscribe to B2B Experts on LinkedIn
Published on LinkedIn: post