Digital technologies are rapidly transforming operations, sales, and strategy across the B2B sector driving success through digital transformation. Recent research indicates that 68% of B2B companies are undergoing digital transformation initiatives, with the primary goal being to enhance the customer experience (CX) and drive revenue growth.
Driving B2B success through digital transformation can look different for different business sectors. Here we explore the 10 most impactful trends that are shaping the future of B2B and how leading organizations are leveraging them.
Capitalizing on Cutting-Edge Technology
Cloud computing, automation, artificial intelligence, big data analytics – these strategic technologies provide immense opportunities for B2B firms. While AI has tremendous potential, starting with small-scale projects focused on existing capabilities will help build momentum and deliver quicker wins. Combining AI with automation and advanced analytics paves the way for more adaptive processes and systems that can learn, make judgments, and improve over time.
Harnessing the Power of Data
Actionable intelligence gleaned from customer and market data guides strategic investments and planning. However, simply amassing vast amounts of data without the means to derive meaningful insights from it is fruitless. Organizations must clarify their objectives, requirements, and desired outcomes upfront to ensure data initiatives achieve their intended impact. “72% of businesses say gathering data across multiple touchpoints is a challenge,” notes the Aberdeen Group. A thoughtful approach is key.
Crafting Content that Converts
Compelling, relevant content builds brand recognition, loyalty, and thought leadership. It also nurtures leads through the buyer’s journey. Developing content that maps to each stage, addresses pain points, and answers key questions will facilitate informed purchasing decisions. “60% of B2B buyers consumed at least 3-5 pieces of content before engaging with a sales rep,” highlights DemandGen research. Content is a crucial driver of B2B success today.
Delivering Standout CX Across Channels
Simplifying interactions, driving engagement, and providing robust support across channels attracts new customers and retains existing ones. B2B brands must meet buyers through their preferred channels and touchpoints to deliver consistent branding experiences and seamless omnichannel CX. Personalization and CX analytics enable more tailored engagement.
Organization-Wide Appointing chief digital officers and similar leadership roles provides centralized stewardship to spearhead transformation initiatives across diverse business units. Seeking technical talent, up-skilling employees, and fostering a culture of innovation further accelerates change. A cohesive digital strategy aligns all activities.
Developing High-Performing Digital Touchpoints
Building user-friendly, mobile-optimized websites and eCommerce platforms drives discoverability, engagement, and conversion. They offer self-service access to information to nurture prospects and enable purchases. “Over 90% of B2B buyers use mobiles while purchasing,” notes McKinsey research, highlighting the importance of mobile optimization.
Monitoring Evolving Marketplace Landscapes
As marketplaces like Amazon grow, monitoring product presence and maintaining brand integrity across third-party channels becomes imperative. This allows B2B companies to maximize reach while controlling the customer experience.
Connecting and Optimizing Operations
From onboarding and order management to fulfillment and delivery, connecting operational systems enables seamless omnichannel CX. Coordinating processes delivers consistent branding while automation and intelligence streamline workflows.
Exploring Emerging Social Channels
While historically B2B marketing has centered on LinkedIn, new social platforms provide untapped avenues to engage buyers. Experimenting with emerging channels while quantifying ROI will reveal the most effective avenues.
By taking a strategic approach to digital transformation, B2B companies can gain a real competitive advantage both now and in the future. The time to adapt is now.