Emerging technologies have brought about a massive change in audience behavior, especially when it comes to viewing B2B sales presentations. Nowadays, everything can be done online, without requiring B2B buyers to leave their comfort zones and attend a sales meeting.
When you look at the latest audience engagement trends, one thing is for sure: content is driving every decision and action of consumers in the digital space. This is the reason why 90 percent of top-performing B2B content marketers are prioritizing buyer’s informational needs.
At the same time, B2B buyers place a huge emphasis on the ease of service and are heavily influenced by opinions on online forums and social media. They become more advanced in their independent research, and express a strong preference for content that is supported by insightful data, industry influencers and experts.
What’s Triggering the Change in Audience Behavior and ultimately the evolution of sales presentations?
When so much has changed on the audience front, you cannot afford to keep your sales presentations the same if you are concerned about audience engagement and conversions. As a B2B sales professional, you must know how sales presentations have evolved to provide audiences with content they actually wish to consume. You must be aware of various audience engagement trends and the reasons why these behavioral patterns are emerging. Let’s discuss them here:
- Ease of information available online
The online space has a wealth of information that can solve every minor to major problems facing people. Over 4 million blog posts are distributed on the internet every day. Not to forget, over 5 billion Google searches are made every day (Source).
- Information readily available on smartphones
What’s catalyzing the change in audience behavior is the proliferation of smartphones, which have penetrated almost every segment of our society. According to January 2018 data, the global mobile population amounted to 3.7 billion unique users! The number has undoubtedly increased in 2019 and the reason can be attributed to consumers’ strong desire to get real-time, easily-accessible information right at their fingertips.
Moreover, 62 percent of B2B buyers say a web search was one of the first three resources for learning about an offering. With the internet becoming rich in valuable information, everyone seems to be relying on search engine searches from PC or mobile devices because everything is so readily available.
Information readily available on smartphones
What’s catalyzing the change in audience behavior is the proliferation of smartphones, which have penetrated almost every segment of our society.Today, it is projected that more than 5 billion people have mobile devices, and more than 50 percent of these connections are smartphones.
In America alone, 96 percent of the population has a mobile phone of some kind, and the number of those who own smartphones is 81 percent. At the same time, 52.2 percent of all website traffic globally came from mobile phones in 2018. Much of these numbers pour in because of B2B buyers’ strong desire to get real-time, easily-accessible information right at their fingertips.
- Push-notifications of news, entertainment and messages
As the use of smartphones increase, brand marketers are leaving no stone unturned to meet the informational needs of the billion unique phone users quickly and efficiently. Mobile drives an average of more than 40 percent of revenue in leading B2B organizations. At the same time, mobile marketing can accelerate time to B2B purchase by 20 percent.
This is why marketers globally are embracing mobile marketing like gospel and striving to grab more eyeballs with the help of push notification feature of smartphones-- something that can drive 9.6 times more people to make a purchase. As a result, B2B buyers nowadays find it pretty easy to access messages, news, and entertainment content they want. After all, everything is just a tap away!
The above three factors have significantly changed how B2B audiences behave these days. With such an overload of information, it’s natural for anyone, including your pitch audiences, to feel overwhelmed and saturated.
Not only do they have scarce attention due to a barrage of information, but they also demand content which they can access as and when they want.
Moreover, instead of relying on vendors, they now prefer self-discovering solutions to their problems, and often get annoyed if unsolicited third parties try to engage with them through in-person visits, online meetings, phone calls, emails or text messages.
The change in audience behavior has certainly determined how sales presentations have evolved in recent times. To keep salespeople abreast of trends, it becomes imperative to recognize these behavioral changes and replace obsolete sales presentation tools and techniques with new ones like Zoomifier to engage audiences on a deeper level.