They made themselves available to chat. Using phrases like, “radical transparency” and “simple basics sourced from ethical materials” they told me exactly how their products are made and made me feel like I was joining them in a movement to push towards a more sustainable future. They made a connection with me that was bigger than their product. Even though it was online, it felt personalized to me. The shopping experience felt far from one-size-fits-all. Their product pages gave me detailed information and showed what the jacket looked like on a variety of body types. They gave me unfettered access to the product. So, what did they do to make the buying experience so memorable? It was so good that it made me wonder why we don’t use the same tactics in B2B sales and marketing. Not only was Everlane’s clothing beautiful, but their shopping experience was on ?. 
I was browsing their site looking for a new jacket for the dismal, New England spring weather that we’re accustomed to here in Boston. Take, for example, an experience I had while shopping on Everlane recently. As a marketer coming up in the space myself, I see first-hand how consumer buying experiences are influencing the way I look at B2B tools.
#Drifting lands sale software#
The next generation of B2B buyers will shop for software in an entirely different way than most decision-makers do now.
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