B2B Commerce

The Power of B2B Personalization

Share this post:

 

 

Personalization is no longer optional in the B2B world, with Gartner predicting that by 2018, B2B companies with e-commerce personalization will outsell by 30 percent competitors that are not providing a personalized experience.

When creating your B2B personalization strategy, be sure to include the following:

 

  • Personalized messaging

    Different types of customers have different needs, and a customer’s needs can change over time. Providing the right message to the right customer at the right time is a cornerstone of B2B marketing. By understanding your customer segments and making sure the messaging provided is relevant to the specific customer, your customers feel like your brand understands their needs.

 

  • Adapting to the company’s structure

    Converting a B2B customer is not as simple as convincing one person to hit “Buy.” Typically, purchases must go through approvals that vary based on the customer’s organizational structure. By personalizing the e-commerce experience through customized catalogs, contracts and workflows according to organizational hierarchy, you can make the purchasing process as easy as possible for customers.

 

  • Custom search and optimized product-finding capabilities

    Your customers need to be as efficient as possible and do not want to waste time browsing through your site to find what they need. By personalizing the search and product-finding capabilities the way online retailers like Amazon expertly do, you can provide searches based on the customer’s role, catalog entitlements and contracts, the customer’s needs, and products in inventory.

 

  • Guided selling

    Since your customer may not have expertise with the specific product they are purchasing, it is essential to walk the customer through the process by automating configuration, pricing and quoting – also known as guided selling. This allows you to customize an automated quoting workflow process based on business requirements, while also offering up-sell opportunities that are within the contract terms.

 

  • Timely content

    A product is out of stock. Spring turns into summer. A new trend becomes popular. E-commerce is not a static business, and conditions are constantly changing. To remain competitive, you must keep the content relevant and timely by quickly modifying store pages without involving developers, personalizing templates for different segments, quickly creating new pages, enabling third-party widgets and leveraging personalized marketing activities, such as web activities and A/B testing.

 

When you provide a personalized experience for B2B customers, you are designing your platform for the way your customers think, work and collaborate. Customers will then be able to more easily find the products they need, and then become loyal customers —  because you understand their business.

 

To learn more about why it’s important to use personalization in B2B eCommerce, check out the ebook, B2Bs: Why You Need a Digital Transformation.


 

 

More Featured Carousel Stories

IDC: The Future of Supply Chain

What are the challenges and technologies shaping the future of supply chain? We’re living in what some call the age of disruption, where digital business and globalization are disrupting business models and industries and changing the way we live and conduct business. According to IDC, this will translate into 33 percent of all manufacturing companies […]

Continue reading

Why your B2B eCommerce platform needs to be more like a B2C’s

Bring the Best B2C Capabilities to B2B eCommerce 80 percent of B2B buyers now expect the same buying experience as B2C customers. After experiencing quick, efficient digital purchasing on Amazon and other popular retailers, B2B customers expect the same personalized and seamless cross-channel and cross-device experiences. Is your eCommerce experience ready to deliver? Do your […]

Continue reading

Gartner: IBM Leads in B2B eCommerce

      Complexity and Scale: Two Crucial Components of Effective Digital Platform Technology In today’s global economy, many B2B companies work with businesses around the world, dealing with multiple languages, currencies and cultural differences. This means that your eCommerce website must handle all of these complexities while providing a seamless and easy-to-buy experience for […]

Continue reading