Digital selling is a process of selling products and services through digital channels such as websites, marketplaces, and digital sales rooms (DSRs). It involves using technology to reach and engage with customers, build relationships, and close deals. Digital selling enables businesses to acquire new customers and grow with existing ones by providing a seamless, personalized experience across all touchpoints.
B2C and B2B Digital Selling
While digital selling applies to both B2C and B2B contexts, there are key differences in how it's implemented. B2C digital selling focuses on individual consumers making personal purchasing decisions, while B2B digital selling involves multiple stakeholders and longer sales cycles.
In B2C, market leaders like Walmart, Amazon, Target, and Ikea have successfully leveraged digital channels to reach millions of customers. However, in B2B, companies like Smart, Sears, Party City, and Circuit City have struggled to adapt to the digital landscape.
According to Gartner, by 2025, 80% of B2B sales interactions will occur in digital channels. This shift represents a fundamental change in how B2B companies must approach sales and customer engagement.
The Importance of Digital Selling & Digital Buying
Digital selling outperforms traditional sales processes in several key ways. It offers businesses access to a wider customer base, reduces costs, and enables personalized experiences at scale. Digital selling also provides real-time insights into customer behavior, allowing sales teams to make data-driven decisions.
From the customer perspective, digital buying offers convenience and flexibility. Customers can access information, interact with businesses, and receive real-time feedback on their own schedule. This self-service approach empowers buyers and accelerates the decision-making process.
B2B Digital Channels
There are three primary B2B digital channels that companies use to reach and engage with customers:
Marketplaces
Marketplaces offer millions of products from various vendors, making it easy for businesses to find and purchase what they need. Examples include Business (general business supplies), Medline (medical supplies), and VWR (manufacturing equipment). These platforms provide convenience and competitive pricing, but often lack personalization.
Websites
Company websites serve as the digital storefront for businesses. Well-designed websites, like those from Apple and John Deere, provide comprehensive product information, support resources, and seamless purchasing experiences. However, they typically serve a broad audience rather than individual accounts.
Digital Sales Rooms (DSRs)
Digital Sales Rooms are virtual spaces designed for companies with direct sales teams to manage strategic accounts. DSRs provide personalized experiences tailored to specific customers, enabling sales teams to deliver targeted content, track engagement, and facilitate collaboration throughout the buying journey.
Why Digital Sales Rooms?
Gartner research indicates a significant shift from in-person sales to digital channels. B2B buyers now spend only 17% of their purchase journey with sales reps, preferring to research and evaluate options independently. This trend has accelerated the need for digital sales rooms that can support buyers throughout their journey.
Digital Sales Rooms bridge the gap between self-service research and human sales interaction. They provide a personalized, secure environment where buying groups can access relevant content, collaborate internally, and engage with sales teams when needed.
3 Essential Capabilities of Digital Sales Rooms
Personalization
DSRs enable sales teams to create tailored customer experiences with custom branding, messaging, and content. Each room can be configured to match the customer's industry, role, and specific needs, making the buying experience more relevant and engaging.
Engagement
Customers can self-educate and collaborate with sales teams through DSRs, supported by automation that ensures timely follow-ups and content delivery. Features like document sharing, video presentations, and interactive demos facilitate meaningful engagement throughout the sales cycle.
Analytics
DSRs provide comprehensive analytics that help sales teams gain insights into customer behavior. By tracking content views, time spent, and engagement patterns, sales teams can identify buying signals, prioritize opportunities, and provide more personalized experiences.
Use Cases
Digital Sales Rooms are designed for account-based models, supporting three key use cases:
Account-Based Marketing
Digital selling continuously educates customers, builds relationships, and boosts loyalty. DSRs enable marketing teams to deliver targeted content to specific accounts, track engagement, and measure the impact of marketing efforts on sales outcomes.
Account-Based Selling
DSRs help sales teams coach buying groups, manage parallel sales processes, and increase close rates. By providing a centralized hub for all account-related content and activities, sales teams can better coordinate efforts and accelerate deal progression.
Account Management
DSRs improve retention and expansion through ongoing account governance and customer education. Post-sale, DSRs serve as a resource hub where customers can access training materials, product updates, and support resources, strengthening relationships and identifying expansion opportunities.
Integrating the Human and Digital
Digital selling doesn't replace human sales reps—it makes them better. By providing personalized digital experiences, sales teams can differentiate themselves and deliver value at every touchpoint. Customers prefer digital engagement for research and evaluation, but human interaction remains crucial for complex decisions, relationship building, and closing deals.
The most successful sales organizations combine digital tools with human expertise, using technology to scale personalization and enable sales reps to focus on high-value activities like strategic consultation and relationship management.