How to Build Trust with B2B Clients in Today’s Digitally Transparent Era
In this episode, ThinkLab interviews Julia McClatchy, an associate partner at McKinsey & Company, on how and why hybrid selling is becoming the dominant B2B sales role. We also share an excerpt from an episode of ThinkLab’s new podcast, MPowered, which gives practical advice on what design specifiers are looking for on brand websites. Our first guest, Julia McClatchy, explores detailed research findings on how the B2B sale is evolving. She also shares four pieces of advice for brands trying to prioritize their investments and supercharge their hybrid selling strategy. Next, we share an excerpt of a recent episode of MPowered, ThinkLab’s new podcast, created in partnership with Material Bank. The clip discusses what designers need from a website at different points of their specifying journey. In this episode: [13:26] Julia details what outperforming hybrid sellers are doing to get ahead. [16:00] “Let’s listen truly to what our customer preferences are. OK, they’re different than they used to be. Therefore, we have to change, too.” [19:25] Julia explains why offering more personalization leads to more sales growth. [23:40] A clip from MPowered discusses the website features that most appeal to designers when they’re seeking inspiration. Connect with our interviewees on LinkedIn: Julia McClatchy This season of Design Nerds Anonymous is brought to you by Mannington Commercial, theMART, and NeoCon, companies doing big things to move the design industry forward. Download our leading-edge playbook: 5 Personas and 50 Ways to Design Their Phygital Journey. Design Nerds Anonymous is a proud member of the SURROUND Podcast Network. Discover more shows from SURROUND at surroundpodcasts.com. This episode of Design Nerds Anonymous was produced and edited by SANDOW Design Group, with music from Blue Dot Sessions. Special thanks to the podcast production team: Hannah Viti, Wize Grazette, and Samantha Sager.