Modern B2B companies are increasingly faced with the need to transfer sales to the digital environment. Customers search for suppliers online, study competitors, and compare terms before contacting a manager.

Hello everyone. My name is Artem Yelisov, I am the commercial director of the Completo company. In b2b sales since 2009.

In this article, I'll look at how to build digital sales for B2B wholesale from scratch, which funnels to use, which metrics to track, and how to properly integrate digital marketing and the sales department.

Previously, B2B sales were based on face-to-face meetings, recommendations, and exhibitions. Now, digital tools are becoming the basis for finding and attracting customers. Companies that ignore digital are gradually losing the market.

But digital sales is not just about creating a website or launching contextual advertising. This is building a complete system: from initial contact to repeat sales. Let's find out exactly how digital sales work in B2B and what steps will help increase the number of customers.

Previously, wholesalers sought customers through calls and cold meetings. Now a strong sales department without digital is like a car without wheels.

Why is digital important?

• Customers search for suppliers online. According to statistics, 70% of B2B buyers search for information about products and suppliers online before contacting the sales department.
• A long transaction cycle. In B2B, the purchase does not happen immediately – the client studies, chooses, and discusses. Digital helps to accompany him at all stages.
• Save time for the sales department. Automation helps to filter out inappropriate requests, reducing the burden on managers.
• Transparency and control. In digital sales, you can track each stage of the funnel, analyze customer behavior, and predict sales.

Thus, digital is not just an additional tool, but a new standard for working in B2B.

Before launching ads and attracting customers, it is important to prepare a platform where they can get all the necessary information.

What should be on the website?

✔ Positioning – what the company does, what products and services it offers.✔ USP (unique sales offer) – why it is more profitable to work with you than with competitors.✔ Clear structure – catalogs, price lists, shipping information, terms of cooperation.✔ Feedback forms – applications, online chats, messengers.✔ The content that sells – cases, video reviews, instructions.

📌 An example of positioning (from the RBMK case): "The largest supplier of meat products on the market of the Russian Federation, the EAEU and neighboring countries, working only with legal entities."

, Example of a USP:✔ The minimum order quantity is from 1 ton.✔ Product quality control.✔ Flexible terms of cooperation.

If the site does not answer the client's key questions in the first 5 seconds, it will go to competitors.

In B2B sales, customers rarely buy right away. They go through several stages before making a deal.

Therefore, it is important to categorize clients and guide them through different funnels.

The task is to attract the client and bring him to the first transaction.

Stages:1️⃣ Lead (primary contact) - the client left a request, called, wrote in the chat.2. Qualification - we check whether he meets the working conditions.3. Product presentation – we send a commercial offer, cases, price list.4. Negotiations – we discuss the details, agree on the price.5. Conclusion of the contract - the client signs the contract, makes the first purchase.6️⃣ First shipment – we control the order fulfillment.

Key metrics:

• Conversion of an application to a sale.
• Time to close the deal.
• The average receipt for the first purchase.

If a company transfers orders to dealers, they need to be monitored for their effectiveness.

Stages:1️⃣ Transferred to the distributor – transfer of the client to the partner.2️⃣ Payment – the distributor has confirmed and paid for the order.3️⃣ Rejection – the transaction did not take place (we fix the reason).

Key metrics:

• The number of submitted applications.
• Conversion to a deal at the distributor.
• Sales volume through the distribution network.

The main source of profit in B2B is repeat orders.

Stages:1️⃣ We are waiting for the order – the customer has been entered into the CRM, but has not ordered again yet.2️⃣ The order has been received - the customer has placed a repeat order.3️⃣ The order is executed - the delivery is completed, we are preparing for the next cycle.

Key metrics:

• The percentage of repeat customers.
• Average repeat purchase receipt.
• LTV (Lifetime Customer Value).

📌 Automation:

• Reminders to customers about the need to replenish the warehouse.
• Personalized offers based on past purchases.

There are many ways to attract customers to digital.

1️⃣ Contextual advertising (Google Ads, Yandex.Yandex.Direct)✔ Adjusts to key queries (for example, "buy metal in bulk").✔ Allows you to attract customers on a targeted basis.

2️⃣ SEO promotion✔ Organic traffic from search engines.✔ Works for the long term.

3️⃣ Targeted advertising (Facebook, VKontakte, LinkedIn)✔ Suitable for attracting new customers. You can only advertise to those who have already been interested in your products.

4️⃣ E-mail and messengers✔ You can remind customers who have not made a purchase about yourself.✔ Works for pre-sales.

A website with a clear USP – the client should immediately understand why he should work with you.CRM and sales funnels – so that no customer gets lost in the transaction process.Automation – so that managers only work with hot leads.Contextual advertising and SEO – to attract customers who are already looking for your products.🔹 E-mail and messengers – to keep in touch with customers and increase LTV.

Digital sales is not just advertising, but a system that manages customers, monitors repeat transactions, and helps a company grow.