The new B2B customer: What they expect and how to connect with them

In an ever-evolving business landscape, B2B customer expectations have radically changed. According to a Forrester study, over 70% of B2B buyers now expect personalized experiences similar to those in the B2C world. Adding to this is the growing complexity of global markets, which compels companies to adapt their commercial approach to attract, convert, and retain customers.

In this article, we will analyze how business customer behavior has evolved, what they expect from brands, and what strategies organizations can apply to meet these new demands. We will also explore how to connect in B2B in a strategic, efficient, and sustainable way.

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The transformation of the B2B customer: From general to specific

Historically, the B2B model focused on rational transactions and price-driven decisions. However, digitalization has changed the rules of the game. Today, buyers have unlimited access to information, allowing them to thoroughly research and compare multiple options before making a decision.

77% of B2B buyers describe their last purchase as complex or difficult. This shows that it’s no longer just about acquiring a product or service, but about experiencing a comprehensive journey that inspires trust, security, and value.

Given this scenario, companies must rethink their commercial strategy. Understanding how to connect in B2B means designing proposals built on personalization, education, and long-term relationships as fundamental pillars.

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Personalization: The new competitive edge

In an increasingly competitive market, personalization has become a key differentiator. One report reveals that 73% of B2B buyers expect companies to understand their unique needs and deliver tailored experiences.

But personalization goes beyond adapting a marketing message. It involves designing solutions aligned with each client's specific challenges, using data analytics tools to understand their interests, behaviors, and expectations.

Implementing personalized strategies is one of the most effective ways to truly connect in B2B, creating tangible value and strengthening loyalty.

Educate instead of sell: The power of content

The B2B buying process is marked by uncertainty and a need for reliable information. In this context, companies that educate their prospects position themselves as industry leaders.

According to Demand Gen Report, 96% of B2B buyers say educational content directly influences their purchase decisions. Whitepapers, webinars, comparison guides, reports, and success stories are key assets that support the buyer throughout the entire journey.

Providing relevant, high-quality content not only reinforces brand authority but also helps build a solid relationship based on trust. It’s an effective way to demonstrate how to connect in B2B by adding value from the very first interaction.

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Long-term relationships: Beyond the first sale

In the B2B world, the relationship doesn’t end with the conversion—on the contrary, it begins there. Long-term partnerships generate new business opportunities and reduce customer acquisition costs.

A LinkedIn report indicates that 50% of B2B buyers prefer to work with vendors who offer consistent, helpful, and personalized interactions. This shows that post-sale follow-up, support, and active listening are just as important as the product or service itself.

Understanding customer priorities and supporting their growth is essential to building long-term relationships. This is one of the keys to successfully connecting in B2B in a deep and sustainable way.

Technology as a driver of connection

Technology tools are indispensable allies in facilitating customer connection. Solutions such as CRMs, marketing automation platforms, and business intelligence systems help map interactions, anticipate needs, and provide quick, personalized responses.

Technology also enables the identification of friction points, evaluation of customer satisfaction, and optimization of internal processes. Ultimately, it allows companies to connect with customers at the most critical moments of their journey.

Integrating these solutions is a key step in understanding how to connect in B2B efficiently, bringing precision, agility, and scalability to the commercial strategy.

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Conclusion: A unified strategy is the new imperative

In an increasingly demanding ecosystem, understanding and adapting to the new B2B customer is no longer optional—it’s a strategic imperative. Companies that implement personalized experiences, deliver valuable education, build lasting relationships, and leverage the power of technology will be better positioned to compete and grow.

Understanding how to connect in B2B in a consistent and aligned way builds trust, increases conversions, and fosters long-term loyalty. Companies that intelligently integrate their marketing and sales efforts (smarketing) will be the ones that stand out in a market where customer connection is everything.