How B2B winners across energy and materials keep growing
mid economic uncertainty, the B2B
landscape is evolving rapidly due to digital innovation, shifting customer behaviors, and higher expectations for sophisticated buying experiences. To navigate this complex environment, sellers are balancing digital self-service with human interactions. Based on our global survey of nearly 4,000 B2B decision makers, across 34 sectors in eight major industries from 13 different countries, this article examines five trends across 620 energy and materials companies that span agricultural products, building materials, metal, paper & packaging, oil & gas, and chemicals.
A
Our ninth annual B2B Pulse Purvey reveals how five truths about success in B2B sales are experienced across energy and materials companies.
1
Up to 70 percent of GEM B2B suppliers are increasing investment in e-commerce
For those offering e-commerce, it has now dethroned in-person sales for the second year as their top revenue generator, with
30%
of their sales now coming from this channel.
Meanwhile, in-person revenue across GEM companies has fallen seven percentage points from 2022 to 2024—dropping from
25% to 18%
2
Digital and self-service are on the rise
Decision-makers in GEM are increasingly comfortable spending through digital self-service and remote interactions.
For orders over $50,000, comfort increased from 59% in 2022 to
75%
in 2024.
For orders over $500,000, comfort increased from 33% in 2022 to
42%
in 2024.
59%
75%
33%
42%
3
It’s omnichannel or bust
Most B2B buyers are willing to walk if their omnichannel experience falls short.
B2B decision makers now use an average of
10.2
channels in their buying journey, jumping up from five in 2016.
5
10.2
56%
of B2B decision makers say they would abandon a purchase or switch suppliers if they experienced a poor-quality omnichannel customer experience.
4
Hybrid work increases growth potential, with flexibility boosting revenue
Companies with hybrid work environments (where employees mix up/ alternate their work locations during the week) are more successful than those whose employees spend four or five days per week in a single location.
of respondents from hybrid companies say their company achieved greater than 10% growth over the previous year, compared with 25% of non-hybrid companies.
35%
5
Organizations blending generative AI and personalization are more likely to grow
Companies that have adopted gen AI offer a more personalized customer experience and are more likely to grow their market share.
A notable
18%
of companies report fully implemented gen AI use cases in B2B buying and selling
with another
24%
currently in the process of implementing (eg, ongoing development and/or experimentation).
