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Oliver Bailey, Co-founder of Absurd

Oliver Bailey, Co-founder of Manchester-based digital agency, Absurd, shares five key findings from a project his agency did to understand why some B2B sales teams are getting less engagement with their customers, and offers tips to help you get more B2B sales to help your business go further.

In today’s world, we can’t assume that sales methods and strategies which were effective pre-COVID-19 are still working. In fact, many B2B organisations already know they’re not. Our COVID-impacted world has heightened the importance of knowing more about customers and prospects who are now working very differently. Many companies have been forced to look deeper into the digital channels and communication techniques that they didn’t prioritise or perhaps use at all previously. 

While some of our insights may seem obvious, they are nonetheless business-critical for helping to boost B2B customer interaction via digital services.

  1. Adapt to the ‘new’ 9 to 5

Many people’s working day has become much more fluid with the onset of home working and restricted office operations. The daily commute, which for many was a time to catch up on emails or check social media and news bulletins, has been replaced by an early or later start to do ‘proper 9 to 5 work’. Predicting when the best time to reach out is less formulaic than it was before. 

This obviously has implications around how your organisations’ sales team needs to operate, but with mobile platforms and tools such as Calendly, which allows your customer to easily schedule a meeting with you, technology gives us opportunities to ensure that any time used outside of the 9-5 is of value.


  1.      Be flexible with your IT

You might prefer Zoom, but your client’s IT department may prefer Webex. Some customers might not be able to access Dropbox and others might not be allowed to access Google Docs.

As more online meeting options become available to facilitate remote working, and face-to-face meetings reduce, this is heightening the complexity of how we arrange essential virtual interactions.

This is important because if you’ve only got a short meeting, not having the right tech can cause delays - you don’t want your customer hanging up because, “it wasn’t important anyway” or they ran out of time due to another meeting. 

Make sure that you ask your client when arranging the meeting if the platform you want to use is suitable for them and having a backup option is a good idea too. If you need to send files after the meeting, ask whether they can access Dropbox or Google files. 


  1.      Make your content accessible any time

Working busy schedules around physical events, industry exhibitions or webinars has always been commonplace in the B2B sector. Events have long been an important way to connect with customers face-to-face, building new relationships or solidifying existing relationships to generate demand.

Even though the ‘face-to-face’ part has changed, the importance of events has not. Sales teams have adjusted to virtual events to launch new products, showcase new techniques and to generate demand for products and solutions. 

To be successful these events need to hold the participants' attention with succinct messages and to add value to the audience, because unlike previously where they had invested in travel, they can now just close their browser if the event does not hold their interest.

So perhaps just as important, is now opening up ‘attendance’ and allowing the consumption of information presented during events to be less scheduled and more in line with flexible working.

Webinars might be yielding good results, but new insight shows that customers are more engaged in their own time, be that during a commute, a daily walk or early morning/evening. Giving customers the ability to watch a live presentation or discussion in a less time-sensitive way can be an important means to increase their engagement.

Similarly, think about podcasts, recorded videos and whitepapers. Ask ‘what alternative formats can you provide so that your customers can focus their time on you?’


  1.      Put greater importance on your search visibility and information architecture

While not strictly a recent shift, customers predominantly use Google as their search engine over searching for content on a specific site. To be on the consideration list as a product or service provider in your area of expertise, it’s vital that your content ranks high via search and that platforms are visible through optimisation.

Customers often need their question answering and they need it done now. If your outreach and other efforts haven’t engaged their attention, then content via Google might when they’re ready to consider it. 

Making sure that your information is organised with helpful internal linking and prominent contact details will help your customers either get their answer or get in touch to speak to you directly.


  1.     Customer relationship management (CRM) is now more important than ever

We’re now in a time where customer interactions are more digital than ever, and digital means traceable (more often than not). Make sure your CRM is capturing as much of your customers’ interactions as possible to fuel personalisation and create new opportunities to engage.

Tools such as Salesforce’s Einstein, an artificial intelligence assistant for the Salesforce CRM, provide recommendations for the next action with a prospect. The richer the data, the more accurate this can be.

Developing campaigns targeted towards the right customer at the right time is critical to success. Providing different types of content will help to target these customers and build interest in your offering.


“As the battle to adapt goes on, remember the new rules of engagement” 

All of these changes mean that, as sales teams, we must accurately communicate the value of our products and solutions to get prospective customers interested, and to keep existing customers engaged. Above all, as with any current approach, a greater understanding of an audience’s needs and requirements is more critical than ever. There’s no substitute for research. 

Empathy goes a long way.  And if you can create techniques that are personalised and relevant, as well as delivering value and engagement levels, you put yourself in the best position to see your sales rise.

Oliver Bailey is the Co-founder of Absurd, a Manchester-based digital agency that helps organisations to define and create effective user-centred service experiences. 

Shaun Tate
Article by Shaun Tate
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