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6 Building Blocks for Revitalized B2B Marketing & Sales

An electrical engineer with a passion for writing, designing, and anything tech-related.

Posted 2 years ago on January 30th, 2021. Last modified on September 3rd, 2021

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Due to the covid-19 pandemic, trade shows, sale visits, and any promotional events that boost engagement with customers have been suspended until further notice. In order to react constructively, businesses must increase their investments in digital and virtual technologies that can help them fast-track their transition to a digital operations model.

By focusing your efforts on revamping your business infrastructure, you can implement more agile ways to deliver powerful customer experiences. To discern the advantages of these changes swiftly, you’ll need to reconfigure your operations model, and you can do that by focusing on these six building blocks.

1. Apply Design Thinking To Meet the Needs of Specific Customer Personas

Conduct research on what is more convenient for your in-house team. This means prioritizing the necessities of your internal personas, and understanding what they need to overcome, the challenges they face on the regular. The crisis is teaching us to empower and support our employees, especially the marketing team and sales representatives, to help them better serve the customers.

In order to meet the expectations of your target customers, it’s important to identify what’s working and what’s no longer relevant to your operations model.

2. Shifting Towards Automation to Boost Business Efficiency

Now more than ever, there is an intense need for businesses to maximize performance and deliver quality experiences to consumers. This means we can’t have repetitive and mundane tasks taking up all of our time and making us unproductive. This is where business process automation can lend a helping hand and set us on the right track.

Business automation reduces the time to perform a specific task and decreases the need for a large number of employees to perform the same function. This allows you the time and liberty to focus on the areas that require your immediate attention. For instance, a business that specializes in digital marketing services can make use of marketing automation to augment their marketing practices and drive strong results.

Here are some benefits of BPA to help you understand why automation is the way to go:

Benefits of BPA

  • Eliminates human error: No matter how accurate or systematic your workforce is, there are bound to be errors. Automation can fix that problem and decrease the chances of any mistakes or blunders that can be caused by a human worker.
  • Cheaper to operate: It is notably expensive and tiring to hire and train staff for administrative work. In this case, business process automation is the ultimate solution as it can be programmed to handle all administrative tasks automatically without requiring any human interference.
  • Allows better collaboration: It is difficult to supervise every team member and to make sure that they are all meeting deadlines in a timely manner. These processes can be automated with the help of a program that ensures tasks are being completed while also streamlining the workflow.

3.  Invest In Tools That Can Enhance Digital Storefronts

Salesforce and Mendix are key examples of customer relationship management tools that can help businesses in evolving their services to deliver better digital experiences. Due to the pandemic, business executives are being forced to think out-of-the-box and find innovative ways to use technology.

Using such interactive platforms can help businesses streamline their workflow and accelerate innovation at this time of uncertainty. B2B companies that are investing in CRM platforms can access a suite of enterprise applications that allow them to upgrade their e-commerce storefronts and adapt their services to the current demands of clients.

Additionally, businesses can actively track and store the customer info and focus on qualified leads. Since work is mostly remote, it enables employees to stay connected at all times so they can easily access insights and recommendations to improve their digital presence.

4. Attempt Switching Up Distribution Channels

Desperate times call for desperate measures. Given the severity of the pandemic, businesses are using every opportunity to reach customers and increase online sales. For a business that is transitioning to a digital-only mode of selling, embracing an omnichannel model can help in delivering value to customers.

While this may take some time to implement effectively, with a well-researched strategy in place, it can become easier for the sales team to get on-board.

5. Connect Marketing and Sales to Supply Chain

With the explosion of enterprise-management applications, there are ways to link the demand side to the supply aspect of the business. There’s an emphasis on transparency during the global crisis, and it has helped entrepreneurs in gaining the support and loyalty of customers. The idea is to be transparent and honest with your audience about the status of their order and where the supply chain stands.

An added plus of linking sales to the supply chain is that it allows workers to dynamically manage the pouring of orders, identify their product preferences, and recognize fulfillment options. All of this enables B2B companies to deliver powerful experiences to online consumers and retain sales.

6. Assess the Effect of Your Practices

One approach that many major corporations are applying lately is known as ROX. By tracking ROX metrics, businesses can track their investments and other actionable insights. The ROX approach comprises of two data: experience data (X data) and outcomes (O data). The X data consists of surveys, social reaction analysis, and text analytics. The O data is basically the KPIs and outcomes that are derived from your systems and can be evaluated with your x data. In simpler terms, ROX provides business executives and employees direct access to valuable insights that can help in decision-making and allow them to maximize the potential of their investments.


These six fundamental building blocks for driving digital engagement from your B2B customers will help your business stay afloat during the covid-19 crisis. We’ve entered an all-around digital universe, and going further, more companies will transition to digital technologies to empower their business models and engage with clients. By effectively managing your digital investments and projecting your expertise onto virtual models, you’ll be able to reach a wider audience and maximize profits.

About the Author: Arslan Hassan is an electrical engineer with a passion for writing, designing, and anything tech-related. His educational background in the technical field has given him the edge to write on many topics. He occasionally writes blog articles for Apcelero.