The B2B sales process has been disrupted by COVID-19. With limited in-person meetings, B2B brands need fresh ways to connect with prospects and customers digitally. Shoppable video created through live shopping apps could help B2B companies reach buyers in this new environment.
I recently interviewed Pam Negoro on The Live eCommerce podcast about leveraging live video shopping for B2B. Pam has experience in branding, advertising, omnichannel marketing, and driving growth for diverse industries.
Here are some highlights from our discussion on shoppable video and live shopping apps for B2B:
B2B Buyers Want Self-Service Experiences
Even before the pandemic, B2B buyers used more digital channels and preferred self-service experiences. Per Pam, 43% of B2B customers want a rep-free buying journey – especially millennials (54%) and Gen Z (43%).
Live shopping apps allow brands to showcase products via shoppable video and answer questions without direct sales rep involvement. The interactive format mimics helpful in-person interactions.
Differentiate from Webinars
Many B2B brands use webinars to connect digitally with customers. However, webinars tend to be more passive and educational.
Live shopping apps and shoppable video enable real-time interactions and conversations that bring products to life. Brands can give virtual factory tours, demo equipment, and enable chats between attendees. The engaging format keeps audiences interested rather than multitasking.
Experiment with New Approaches
Live shopping is still new territory for B2B brands. Companies should test out shoppable video created through live streaming apps to determine what resonates with their industry and customers.
Start by defining your strategy, target audience and desired outcomes. Be open to iterating and improving over time. Pam emphasized that it’s okay to be just “okay” when starting out with a new format like live streaming.
Forge Personalized Connections
Ultimately, B2B buyers are still people who want to connect with brands. Shoppable video via live shopping apps can help forge more personalized relationships compared to webinars and other digital tools.
For the full discussion on introducing live shopping apps and shoppable video to B2B, listen to Episode 29 of the eCommerce Live Streaming podcast. Check out Pam Negoro on LinkedIn as well.
What is Live Shopping? Live shopping gives consumers the opportunity to purchase as they watch video streams. With social commerce, retailers can broadcast live video streams and engage with consumers in real time. eStreamly’s video commerce solution enables brands to host live shopping events across multiple channels. From shoppable live shows on social media to hosting video commerce events. Live shopping is the future of retail. Live streaming shopping apps, shoppable videos, these are the tools successful retail brands will need. eStreamly’s white label solution gives brands shoppable videos. As live streaming shopping gains momentum eStreamly is empowering retailers to leverage these Live streaming shopping apps and shoppable videos to drive higher conversion rates and connect with today’s mobile first consumers.
What opportunities or challenges do you see with using shoppable video and live shopping apps for B2B brands? Share your thoughts below!
