4 B2B Selling Strategies That Prove CRM Commerce Wins

B2B selling has changed - fast. Buyers want smarter, faster, more personalized experiences. And to deliver that at scale, your sales strategy needs more than just eCommerce.

It needs CRM commerce - a unified system that connects data, personalisation, and transactions inside the customer record.

Here are four strategies modern B2B businesses are using to turn that model into growth.

Personalisation Is Key

One of the biggest advantages of online selling is the ability to personalize your customer’s experience. According to a recent study, 80% of customers are more likely to do business with a company that offers personalized experiences. This means that B2B companies need to go beyond basic personalization tactics like addressing customers by their first name. They need to use data to tailor the entire buying experience to each customer’s individual needs. This could involve offering product recommendations based on past purchases, showing relevant content based on customer behavior, or  personalizing the pricing and payment terms. 

Embrace Omnichannel Sales

Online buying is no longer limited to a single platform or device. Customers now expect to be able to make purchases across multiple channels and devices seamlessly. By offering a consistent experience across all channels, businesses can make it easier for customers to buy and provide more touchpoints to stay connected with buyers. Whether it's through social media, online marketplaces, or your website, it is crucial to be everywhere your customers are. 

Optimize Your Content

B2B buyers are well-informed and are typically 57% - 70% of the way through their decision-making process before they contact a sales rep. Businesses need to ensure that they provide valuable content throughout every step of the buying experience. This could mean providing detailed product descriptions, video demonstrations, or case studies. It's important to remember that not all customers are the same, by optimizing your online content, you make it easier for buyers to learn about the products you offer, ultimately driving more sales.

Implement a Commerce-Powered CRM Solution

Modern B2B selling demands more than siloed tools. It requires a unified system — and that’s where CRM commerce comes in.

By embedding commerce directly inside your CRM, you create a single source of truth for every quote, order, renewal, and customer interaction. This accelerates sales velocity, unlocks real-time personalisation, and eliminates the manual friction that slows growth.

As your business scales, a CRM commerce platform adapts with you — no extra plugins, no integration debt. The result? A leaner stack, automated workflows, and a fully connected customer experience that drives revenue without compromise.