We are beginning to realize that the pandemic will have lasting effects. Although we don’t know exactly what the effects will be, their outline is already being formed.
One of the most important things that have changed is how people buy. Although the shift from brick-and-mortar retail to ecommerce was well underway, it was not yet complete.
What is Digital Self-Service?
Digital self-service, or simply “self-service”, combines marketing and customer services tactics that allow clients or customers to solve problems or answer questions through digital channels.
Digital Self-Service Trend
B2B buyers have already adopted digital self-service. If buyers embrace self-service, it means that B2B marketers, as well as their B2B sales partners, must also embrace it.
The Evolution of B2B Buyer Journey
Here’s McKinsey & Company research that shows how many B2B decision-makers used digital self-service options last ye.
These buyers were not acting in this manner because of COVID-19 restrictions. The answers to questions about their preferred interactions were almost identical to those in the chart.
B2B decision-makers want to do business and communicate with vendors more through a self-serve model. But was this only because COVID allowed them to do so? They were “making do” using less effective sales communication because there was no other choice.
The decision-makers said the self-service model was more effective than their previous, hands-on approach.
The new self-serve model is just as effective as the previous, but it’s here to stay. 91% of B2B decision-makers stated that they are “very likely” or “somewhat likely” to maintain these shifts for 12+ months afterCOVID-19.
Digital Self-Service Success requires collaboration between sales and marketing.
Marketers may think, “Well, it does affect me but it may be more of an issue for sales than marketing.”
This may be true. Marketing is increasingly supporting the sales process. B2B marketers receive direct compensation based on how much SQL they generate or how much revenue they drive.
Supporting Sales is becoming more important. According to McKinsey’s survey, sales departments could face staffing cuts over the next few months.
Moving Forward: How to activate a self-service program
You probably already have elements of a self-service strategy. Self-service is not a new concept. Most B2B marketers and sales teams have had parts of the buyer journey automated or self-served for some time. It isn’t new to have marketing automation programs, such as on-demand webinars and email autoresponders that display different content or ads depending on the buyer’s “digital body language”.
All these different tactics are combined into one coherent strategy with digital self-service. This allows the buyer to direct their sales process, moving it from the back burner to the front burner. This requires salespeople and marketers to create systems that allow buyers to get the information they need when and how they want it.