Strategies for B2B Sales Success — Julie Roehm

Point of View
3 min readApr 4, 2024


Photo by Luis Villasmil on Unsplash

A profound transformation has unfolded over the past three years within the business-to-business sector. As B2C and B2B marketing strategies, customer experience, and digital transformation and adoption overlap now more than ever, decision makers have undergone a fundamental shift in their preferences and expectations. They are now gravitating towards companies that offer seamless omnichannel experiences supported by personalized marketing strategies. In an article titled The Multiplier Effect: How B2B Winners Grow, published by McKinsey & Company, it revealed that companies excelling in providing omnichannel experiences are not only meeting customer expectations but are also witnessing significant growth in their market share.

Recent studies completed by the comprehensive global B2B Pulse survey provides compelling evidence of this trend. Market leaders seamlessly integrate advanced sales technology, blending automated processes with personalized interactions to enhance customer experiences and gain a competitive advantage. These companies also recognize the evolving nature of customer interactions and deploy hybrid sales models that blend in-person and remote engagement.

Successful B2B companies prioritize hyper-personalization in their marketing and sales efforts. By leveraging data analytics and predictive insights, they deliver tailored messages and offers that resonate with individual decision makers, fostering stronger relationships and driving higher conversion rates. These companies also embrace the digital marketplace ecosystem, implementing third-party platforms and developing their own marketplaces to expand their reach and increase sales opportunities.

However, achieving success in today’s B2B landscape isn’t just about implementing individual tactics; it’s about orchestrating them to deliver a seamless customer experience across all touch points. Market share winners exhibit a distinct mindset characterized by resilience, agility, and a relentless focus on customer-centricity. They view uncertainty as a catalyst for growth rather than a deterrent, actively seeking opportunities to invest in their commercial capabilities.

As mentioned in the original article, three core imperatives emerge for B2B sales leaders. They must commit to omnichannel excellence, prioritizing investments in talent, technology, and infrastructure. By embracing innovative technologies such as predictive analytics and automation, they can drive personalized and efficient sales processes. Finally, they must prioritize flawless execution, ensuring consistent, high-quality interactions across all touchpoints and channels.

The evolution of B2B sales towards omnichannel excellence represents both a challenge and an opportunity for businesses. By embracing change, investing in innovation, and prioritizing customer-centricity, companies can position themselves for long-term success in today’s rapidly evolving marketplace.

Read the original article here.

Julie Roehm is an innovative customer-centric marketer known for strategizing profitable corporate turnarounds with fast revenue growth via capturing stories that resonate with clients. She was named “Marketer of Year” by BrandWeek, Brand Innovators ‘Top 50 Women in Brand Marketing’, the Tri-State Diversity Council’s “Most Powerful and Influential Woman”, an Automotive News “Marketing All-Star” and one of Working Mother’s “Top 25 Women”. She’s on the forefront of new marketing ideas, and being result-oriented, she uses her vast marketing experience in all facets of business strategy and marketing execution to help deliver the message of the brand.

Connect with Julie on LinkedIn.



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