70% prefer digital channels and drive transformation

summary
About 70% to 80% of B2B buyers prefer digital interactions, highlighting the importance of personalization and automation as key strategies for achieving efficiency and growth in this sector.

Digital transformation in the B2B field is no longer just a future expectation, but rather a market requirement. A study by McKinsey & Company revealed that approximately 70% to 80% of B2B decision makers actually prefer digital self-service and remote interactions over traditional face-to-face communication. This behavior accelerates the transition of operations to the online environment, which, in addition to technology, requires strategy, integration and respect for standardized business models, especially when it comes to sales representatives and distributors.

In the B2B environment, digitalization poses challenges beyond the B2C world, with longer sales cycles, the need for integration with enterprise resource planning (ERP) systems, managing multiple buyer profiles – from small retailers to large distributors – and the complexity of balancing technological innovation with established business relationships.

According to Gabriele Carlini, digital marketing specialist and CEO of Agência FG, the difference lies in building a digital ecosystem that enhances traditional channels and does not replace them.

“I see many companies hesitant about digitization for fear of losing representatives or creating conflicts with distributors. The truth is the opposite: when implemented well, technology expands the reach of these partners, provides real-time strategic data and allows them to serve more customers more efficiently. A representative equipped with digital tools can maintain their commissions and double their revenue.”

Personalization, which is already integrated into B2C, becomes even more important in the enterprise environment. In this context, personalization means adapting portfolios, trading conditions and entire experiences to different professional profiles, going beyond simple product recommendations. Dentists, for example, have different needs from beauty salon owners, who in turn operate differently from glass shops and veterinary clinics.

“With automation tools, previously manual processes become automated, such as approving new clients, setting commercial terms or integrating with legacy systems. Reducing the 15-day registration approval process to two days, as well as increasing efficiency, is a real competitive advantage. While your competitor is still processing the paperwork, you are already selling,” Carlini highlights.

Applying this strategic vision to digital migration is what determines the success of a B2B operation. For example, Agência FG works in this vertical project with its experience in complex ecosystems, having been recognized as an MVP Partner by VTEX. In practice, this specialization translates into technical differences that solve sector challenges, such as native integration with enterprise resource planning (ERP) systems, managing representatives through automation, configuring multiple buyer profiles, and customizing journeys by professional sector.

“B2B digitalization is no longer optional,” the expert concludes. “Companies that implement well-organized digital strategies now will increase their immediate sales and build a solid foundation of relationships and repeatability in the years to come.”