12 April 2021
With the sudden shift in nearly every daily activity going digital in 2020, this year's shift, from a business perspective, is how can B2B companies leverage the new norm by providing an experience that is engaging and alluring. This is the current hurdle many companies worldwide face, particularly ones that have yet to dip into providing a truly transformative digital expereince for their customers.
While many B2Bs have already begun, and established, their journey into providing that experience for their customers, most have yet to meet their full potential. With the possibilities of growing their business and generating more revenue, companies are leaving a lot on the table for their competitiors to claim for themselves.
Here, we will explore the often over-looked stepping stones to creating a digital presence that will help B2Bs grow their business in new ways while increasing their revenue through solid online experiences.
Self-service is a growing trend in online commerce. Empowering customers to find their own path is a direction many companies have found to be effective and impactful.
In a digital age that is sewn into our everyday lives, customers look for a more modern B2B purchasing experience. You see, just like in in-store experiences, customers enjoy the autonomy of looking for products on their own with the option to ask for assistance along the way. When done correctly, companies replace current processes with a stronger self-service approach, reducing their need for dedicated support teams and delivering the experience buyers want.
A customer journey that flows smoothly from start to finish is one that yields the greatest outcome. That means, just like a well-oiled machine, every subsequent touchpoint is as important as the one that preceds it. At times, sales and marketing may not seem to overlap, but they are an integral part to the customer journey.
Imagine a process that empowers your marketing team to communicate directly to buyers’ needs based on trends discovered by the sales team. This then translates to the sales team leveraging marketing analytics to approach new and returning customers with relevant and impactful pitches. In a round-about way, the sales team can provide insight into current customer concerns for the marketing team to use in their future communications.
By unifying the sales and marketing teams, B2Bs can seamlessly coordinate their efforts to serve customers with experiences that create real revenue gains.
While self-service experiences and growing revenue are the building blocks of an evolving B2B commerce, companies should not forget about the foundation of what makes an online platform essential. For example:
While these may seem like straightforward areas companies should have already implemented into their B2B commerce platform, truly utilizing them to their highest potential is where the real magic happens.