2022 MarTech Predictions: B2B Commerce Revolution — Scott Brinker // Hubspot

VP of Platform at HubSpot, Scott Brinker, looks into changing B2B buyer habits. The pandemic caused a massive shift in the way we all do business. For B2B companies, there was a move away from traditional in-person sales to video conferencing and other digital means. So today, Scott covers the B2B Commerce revolution.

Show Notes

  • 02:49
    How B2B Commerce has changed
    Since the pandemic, most B2B interactions have been digital. Self service in B2B buyer transactions has gained popularity over video conferencing and in-person meetings.
  • 06:01
    How willing B2B buyers are to make purchases online
    B2B buyers are warming up to the idea of shopping online. They are more likely to purchase from larger and established companies based on reputation.
  • 08:07
    Requirements for B2B Commerce
    B2B buyers need to trust sellers and understand what is being purchased. They also need to be able to quickly connect with a human being to answer their questions.
  • 09:50
    Conversational marketing growth
    There will be growth in hybrid sales roles. Ultimately, it will be up to the buyer in terms of choosing whether they want to interact with a bot or a human being.


  • "I'm not saying that B2B Commerce is at the level of putting something in your Amazon cart, but it's getting pretty close there for a lot of these businesses." -Scott Brinker, HubSpot, VP of Platform

  • "Survey data collected from November, 2021 showed that, for the first time ever, eCommerce was the most common channel for B2B buyer transactions over in-person, video conference, and online chat." -Scott Brinker, HubSpot, VP of Platform

  • "McKinseys November study showed that 27% of people were comfortable with a half a million dollar more purchase online, in February 2021. By November, that jumped up to 35%." -Scott Brinker, HubSpot, VP of Platform

  • "For B2B eCommerce to happen, you have to have three things, trust, understanding of what is being bought, and the ability to reach a salesperson when answers arent available digitally." -Scott Brinker, HubSpot, VP of Platform

  • "There's significant growth of 64% in salespeople who are able to deal with purely digital channels." -Scott Brinker, HubSpot, VP of Platform

  • "Hybrid sales roles are growing at 70% according to McKinseys study." -Scott Brinker, HubSpot, VP of Platform

  • "For a lot of buyers, its going to be a mix of human to human engagements and other digital experiences. The buyer gets to choose which they want to turn to." -Scott Brinker, HubSpot, VP of Platform

  • "We get to blend marketing, storytelling, and engagement with amazing technology. The sales organization is now going through that same revolution right now." -Scott Brinker, HubSpot, VP of Platform

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