Now The Internet Decides How You Will Sell Anything

Chandan Mishra
4 min readApr 9, 2023

Nowadays, our decision-making process has become heavily dependent on the Internet. We find ourselves relying on factors like online reviews, the number of installs, recommendations from others, and pre-launch campaigns when choosing a product or service. As a result, we might unintentionally overlook smaller or newer brands simply because they don’t have enough traction on various listing websites or marketplaces.

This behavior is apparent in all aspects of our lives, whether we order food, shop on Amazon, or watch YouTube. Interestingly, the same pattern is also reflected in our corporate buying cycle, influencing the way we evaluate and select vendors or services for our businesses.

Furthermore, the way we participate in the B2B sales cycle has evolved. Instead of relying solely on the expertise of a CIO or department manager, we now collaborate with teams from various departments when making purchasing decisions. This shift emphasizes the importance of open communication and teamwork in our modern decision-making process. You can check in the below diagram by Gartner as to how complex it already is.

B2B Buyer journey by Gartner

In simpler terms, the modern B2B buyer journey has several aspects, each with varying significance for different types of businesses. For startups and small businesses, the ‘See’ stage is crucial for gaining visibility. For well-established brands like IBM or Microsoft, the post-purchase experience plays a key role in maintaining customer satisfaction. Meanwhile, for mid-sized brands, navigating the consideration loop effectively is essential.

Each company selling to B2B businesses faces unique challenges. Pleasing customers has become increasingly difficult, as has to secure a spot on their consideration lists, especially when larger brands are lowering prices to compete with smaller and mid-sized counterparts.

The internet provides access to expert opinions, tutorials, and other resources that help consumers better understand the features and benefits of various products. As a result, it plays a critical role in shaping the modern buyer’s journey, influencing purchasing decisions, and empowering consumers with information and choice.

While the internet provides a wealth of resources to assist us in our decision-making process, it is crucial to be aware of potential pitfalls such as information overload, biased reviews, and impulsive buying. Recognizing these challenges can help us make more informed decisions and avoid negative outcomes.

In today’s market, the sales landscape has undergone a considerable transformation as numerous businesses have embraced the SaaS (Software as a Service) model. This shift has affected not only new companies but also those that once depended exclusively on sales outreach for customer acquisition. A key reason for this change is the ability to close sales without direct customer interaction, relying solely on the internet or website through effective marketing and sales funnels.

This approach streamlines the sales process, allows for wider reach, and accommodates the evolving preferences of modern customers.

As a result, adapting to new sales and marketing strategies has become essential for businesses to thrive in this increasingly digital and competitive environment.

As the world of buying has shifted to the internet, it’s essential for you to adapt and establish a strong online presence in order to remain competitive and engage with potential customers. You will have to adopt strategies that everyone is adopting and first among these is being present on review websites. Here is a list of Review websites that you can begin with.

Peer insights
Get App
Source forge
Top Ten Reviews
Trust Radius
Product Hunt
Finances online
Software Suggest
Software Advice

Once you’ve listed your product or service on these websites, begin gathering reviews and promoting your offerings. While promotions can be expensive initially, they are an effective way to build online presence and awareness.

These efforts will help generate initial leads and traction on your website from the right intent-based audiences. You can further enhance your online presence with Google Ads or other promotional strategies.

Establishing a solid online presence is a critical first step for us to remain competitive in today’s internet-driven market. Successfully navigating the challenging review and consideration phases is crucial for getting listed and considered by a company’s internal buying team.

As we embark on this journey, breaking barriers and building relationships during this second stage can be instrumental in securing new business opportunities for ourselves. At this point, our marketing and product collaterals will play a vital role in making an impact and demonstrating the value of our offerings.

As we continue to navigate this complex landscape, it’s crucial for us to remain adaptable, stay informed, and make thoughtful choices that not only benefit our businesses but also provide opportunities for innovative and emerging companies to thrive in the ever-evolving digital marketplace.

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Chandan Mishra

Marketing Strategy and growth Consultant with various Companies.