ABSTRACT
The covid-19 pandemic has changed how buyers and sellers interact, forcing B2B companies to redefine the touchpoints of their journey with potential customers. According to a forecast by Gartner (Blum, 2020), by the year 2025, up to 80% of B2B sales interactions will occur through digital channels. This requires companies to rethink their strategy to reach their target audience. In detail, this study explores the influence of implementing pre-sales and social media tactics on the customer journey. Using a literature review approach, this chapter combines critical academic marketing research. It concludes that companies should design strategies that impact the early stages of the purchase decision, investing more in digital channels that can generate leads and in marketing strategies that can push potential customers toward conversion. The sales funnel (Järvinen & Taiminen, 2016) already known by marketers has shown some limitations being ineffective in portraying the complexity of the behaviors and interactions of the new buyer with sellers. The proposal is to invest in analyzing the needs of the latest customer and reflect these insights in strategies that can help customers navigate through the purchase decision, with particular relevance in the early stages of awareness and desire
