7 Steps to Create an Effective Digital Selling Strategy
The world has gone digital. Where once only B2C buyers received digital sales experiences, B2B buyers now expect the same. And companies must be prepared to provide them.
Research from McKinsey and Company supports this. According to the firm’s report, Future of B2B Sales: The Big Reframe, “65% of [B2B] customers prefer remote human interactions or digital self-service over traditional interactions.”
Not only that, but customers want simple, on-demand omnichannel engagements, McKinsey states. And if they don’t get what they want, they will move on and not look back. It’s essential, therefore, that B2B companies adopt a customer-centric, digital selling strategy and create personalized, intuitive buying journeys.
“Today’s buyers are more technically savvy. They’re more digitally savvy. They’re spending more time on their devices. And they want to engage on their time, not your time,” said a go-to-market executive at a biotechnology company in McKinsey’s report.
You’re probably thinking, “That all sounds great, but how do I do that? What does a digital selling strategy include and how do I create one for my sales team?”
Keep reading, and I’ll explain.
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What Is a Digital Selling Strategy?
First, let’s start by explaining what a digital selling strategy is. A digital selling strategy is a comprehensive plan that leverages digital tools, platforms, and data to connect with potential buyers, nurture relationships, and drive sales. Unlike traditional sales methods, which often rely on in-person meetings and phone calls, digital selling engages customers through various online channels, including email, social media, video, digital sales rooms, and virtual presentations. It aligns with the modern buyer’s journey, where prospects increasingly research products and services online before ever speaking to a salesperson.
At its core, a digital selling strategy ensures your sales team can meet buyers where they are, offering valuable insights and resources at each stage of their journey. This approach also integrates data-driven insights to personalize outreach and tailor the sales experience, improving the likelihood of conversions. In addition, sellers can foster deeper connections and create a seamless, omnichannel experience that aligns with the expectations of today’s tech-savvy buyers.
Why Digital Selling Is Important
Digital selling is important because it meets the evolving expectations of modern buyers, who now demand a seamless, personalized, self-serve experience across digital channels. Today’s buyers often conduct extensive research online before engaging with a sales rep, and they expect relevant, timely interactions when they do. A well-executed digital selling strategy allows sales teams to meet buyers where they are and provide the information and support they need at each stage of their journey.
Plus, digital selling empowers sales reps to be more efficient and effective by providing increased access to data, automation, and technology. Data-driven insights allow reps to understand their prospects’ behaviors and preferences, enabling them to personalize outreach and create a more targeted sales experience. Automation tools can further streamline this process, handling routine tasks such as sending follow-up emails or nurturing leads, so sales reps can focus on high-value activities. Additionally, technology such as AI-driven sales tools helps predict customer needs, recommend content, and enhance the overall buyer experience.
Digital selling not only provides sales teams with more ways to engage prospects but also enhances their ability to deliver the right message at the right time. This ultimately leads to more meaningful connections, faster sales cycles, and better outcomes for both buyers and sellers.
7 Steps for Creating an Effective Digital Selling Strategy
Creating an effective digital selling strategy requires a thoughtful approach that combines technology, data, and a deep understanding of your buyers. To stay competitive in today’s digital-first world, you must develop a strategy that not only engages your prospects but also streamlines the sales process and drives measurable results. Use the following steps to create yours.
- Assess Your Current Sales Process: Begin by evaluating your existing sales process to identify gaps where digital tools can improve efficiency and engagement. Audit your current sales technologies, such as CRM systems, sales content management, and sales enablement platforms, to understand what’s working and what needs improvement. This step sets a solid foundation for digital transformation by revealing areas where digital selling can create more value.
- Define Your Goals: A successful digital selling strategy starts with clear, measurable goals that align with your broader business objectives. Whether your aim is to generate more qualified leads, shorten the sales cycle, or improve conversion rates, having specific targets will guide your efforts and allow you to track progress over time.
- Identify and Segment Your Target Audience: To personalize your approach, you need a deep understanding of your audience. Use data to create detailed buyer personas and segment your audience based on their titles, industry, company size, needs, pain points, and digital behaviors. Knowing where your prospects spend their time online and what information they’re searching for will help you tailor your messaging and outreach.
- Select the Right Tools and Technologies: Implementing the right digital sales tools is critical to executing your strategy. Choose technologies that support your goals, such as CRM systems, an AI-driven sales platform, sales content management software, digital sales room software, a sales enablement platform, and automation tools that can streamline tasks. These tools should integrate seamlessly into your workflow, helping you gather insights and personalize your outreach.
- Build and Optimize Digital Sales Content: Content plays a key role in digital selling. Your revenue enablement team should create a variety of engaging content—such as case studies, white papers, eBooks, videos, and product tours—that speaks to the needs of your audience. Continuously optimize this content by analyzing performance data and refining your messaging based on what resonates most with your target audience.
- Train Your Sales Team: Equip your sales team with the skills and knowledge they need to succeed in a digital-first environment. This includes training on the use of digital sales tools, sales enablement software, sales content management platforms, and social selling tactics. Your reps should also know how to leverage data to create personalized sales experiences. And you should provide ongoing sales training and sales coaching to ensure your team stays up to date on the latest technologies and strategies.
- Measure and Analyze Results: Regularly track the performance of your digital selling strategy by measuring key sales performance metrics such as engagement, lead generation, and conversion rates. Use these insights to refine your strategy, adjusting your approach based on what’s working and what needs improvement. By continually optimizing your efforts, you’ll ensure long-term success in the digital sales landscape.
Digital Selling Example
Imagine Tom, a sales rep for a medical device company. He identifies a prospect, Dr. Smith, who is looking to upgrade the surgical tools at her hospital. Instead of cold-calling or showing up at the office unannounced, Tom uses a digital selling approach.
- Research & Connection: Tom starts by researching Dr. Smith’s hospital and their current technologies through LinkedIn and industry forums. He discovers that the hospital is expanding its surgical department. Tom sends Dr. Smith a personalized connection request on LinkedIn, mentioning how he read about their expansion and how his company specializes in solutions that can support their growth.
- Content Sharing: After Dr. Smith accepts the connection, Tom sends her a follow-up message, sharing a link to a Digital Sales Room (DSR) in which he has placed a case study about another hospital that implemented the same tools he’s recommending. The DSR also has a short educational video that demonstrates the devices in action, making it easier for Dr. Smith to understand their benefits.
- Engagement through a Digital Sales Room: Over the next few weeks, Tom adds more personalized content to the DSR. When Dr. Smith engages with the content (watches a video, downloads a white paper, reads an eBook, etc.), Tom receives an alert. Tom can monitor and measure Dr. Smith’s engagement on all the content in the DSR. When he sees high engagement, he follows up with a personalized email offering a one-on-one product demonstration.
- Nurturing the Relationship: During the demo, Tom offers tailored insights, showing Dr. Smith exactly how the new surgical tools will integrate with the hospital’s existing systems. Afterward, Tom continues nurturing the relationship by sending Dr. Smith relevant blog posts and whitepapers that address her specific pain points, maintaining communication through both the DSR and email.
By leveraging a digital selling strategy, Tom connects with Dr. Smith in a non-intrusive, value-driven way, providing useful content that nurtures the relationship and keeps him top of mind until Dr. Smith is ready to make a purchase.
Common Mistakes to Avoid in Digital Selling
While digital selling offers numerous opportunities, common pitfalls can undermine its success. One of the biggest mistakes is over-reliance on technology without maintaining the human touch. Automation tools and AI can enhance efficiency, but sales is still a relationship-driven process. Failing to personalize interactions or neglecting genuine, one-on-one engagement can make your outreach feel impersonal and push buyers away.
Another common error is neglecting consistent measurement and optimization. Digital selling strategies need regular assessment to ensure they’re delivering results. Many sales teams set their strategy in motion but fail to track key performance metrics like engagement, conversion rates, or customer feedback. Without ongoing evaluation, you may miss opportunities to adjust your tactics and improve outcomes.
Additionally, it’s crucial to avoid misalignment with the customer journey. Pushing sales too aggressively or delivering irrelevant content at the wrong stage can frustrate buyers and damage trust. Instead, your strategy should be tailored to meet the prospect where they are, providing value at every step of the journey.
Embrace Digital Selling for Future Success
The shift to digital sales is no longer optional—it’s essential for businesses that want to stay competitive in today’s marketplace. By building a thoughtful digital selling strategy, you can meet the evolving needs of modern B2B buyers, leverage advanced tools and data, and create more personalized and meaningful sales experiences. Ultimately, a well-executed digital selling strategy will position your sales team for success and drive better outcomes for your business.
About the author: Erik Fowler is Chief Revenue Officer of Allego where he is responsible for the company’s customer acquisition and sales goals. He has 20 years of sales leadership experience, focused on maximizing sales opportunities through strategic planning and streamlined sales processes.
The Digital Sales Revolution Is Here
Digital Sales Revolution empowers CROs, CMOs, and sales enablement leaders with proven strategies to harness digital sales rooms, engage more prospects faster, and reduce costs. Download your free copy.
