From Sales To Orders And Even Trade Shows, B2B’s Shift To Digital Is Expanding

With Zoom meetings replacing in-person business conferences and virtual events replacing the physical trade show, the way B2B organizations interact and transact with business customers has shifted dramatically in the last year and a half.

With a bit of trial and error, B2B firms are discovering that virtual events and content can be highly effective lead generators, and even act as a gateway for a client to seamlessly move from inquiry through a quote and into an actual purchase. Now more than ever, sales firms are driving the digitization of the entire order-to-cash cycle from the very beginning of customer interaction.

This paradigm shift has widespread implications for the role of the modern-day B2B salesperson, as well as the timing and method of B2B payment, says Adam Coyle, CEO of Digital River. Speaking with Karen Webster in a recent discussion, Coyle considered how the reframing traditional sales efforts in favor of digital interactions will shape the evolution of B2B eCommerce and payments for the foreseeable future.

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