3 Israeli start-ups poised to disrupt business-to-business sales industry

• Published date: 04 July 2021
• Author: ARIEL SHAPIRA

As supply chains were disrupted and more interactions took place online than ever before, whatever vulnerabilities that existed were exposed in relatively short order in the weeks and months following the first wave of global COVID-19 cases.

As a result, B2B buyers and sellers were forced to go fully digital. However, what started out as a crisis response has now turned into the new normal, with far-reaching implications for how B2B buyers and sellers must do business and interact with each other. Interestingly, only about 20% of B2B buyers indicate they want to return to inperson sales, and this is true even in industries where face-to-face field sales have traditionally dominated.

Israel has long been regarded as one of the world's start-up capitals after consistently producing a variety of highly successful businesses, many of which went on to achieve unicorn statuses, such as Waze, eToro, Fiverr, Papaya Global, Taboola and Payoneer.

Tel Aviv has earned the distinction of having the largest number of start-ups per capita globally, which is no mean feat. Now, several of the country's hottest new start-ups are focusing on the B2B sales industry to address many of the long-standing issues faced by customer-facing teams, as well as many of the hiccups found along the customer's buying journey – particularly those posed by the new digital landscape that businesses must now navigate.

Some of the main issues plaguing the B2B sales industry include the number of resources the process requires, problematic sales demos, successful integration of technology, too high of a percentage of the buyer journey occurs without the help of any sales reps, conflict between a buyer's demand for personalization and the company's need to scale production and the lack of customer insights.

Let's take a look at three exciting Israeli start-ups that are poised to disrupt the market and address many of the challenges outlined above.

WALNUT, FOUNDED by Yoav Vilner, is a Tel Aviv-based SaaS company that provides companies with the tools and data they need to boost sales performance with the world's first failure-free, codeless and 100% customizable sales platform.

The product demo is one of the most critical components of the entire sales process for many organizations (especially B2B SaaS companies). It gives businesses a one-of-a-kind opportunity to demonstrate their product's value and capabilities to potential customers, intending to close a deal at the end of it. In many ways, a...