Accelerating Digital Transformation in the B2B Space

The B2B industry can often lag behind its equivalents in the customer facing business. Many organizations suffer from a "Well, we’ve always done it that way" mindset which, as we’re sure you understand, is one of the most damaging mindsets a business can have.

The COVID-19 crisis also put the kibosh on a lot of innovation in the B2B space. As businesses around the world were forced to close their doors to help slow the rate of transmission, the need for B2B retailers and service providers to supply them lessened in sympathy – with those companies providing remote working technology and cloud-computing being notable exceptions.

However, now the worst of the danger has [hopefully] passed, many B2B ecommerce brands are looking to pick up the digital transformation torch once again and run with it. And, to make up for lost time, digital transformation acceleration strategies are in high demand.

Lessons From the B2C World

Thankfully, one of the best ways for B2B brands to accelerate their own digital transformation is to look across the commerce aisle and take cues from the world of B2C business.

Buyers these days expect similar shopping experiences in their professional interactions as they find in their personal lives. This means, they want simple and frictionless transactions, carried out with a minimum of fuss and, dare we say, human interaction.

"We are all being shaped by this desire for a good online experience, and why should that be different in the B2B sphere?" said Chief Strategy Officer at specialist B2B technology marketing agency Kingpin Communications, Nigel Williams. "We’ve all become avid e-commerce consumers, accelerated by the pandemic, and we’ve had lots of experiences, good and bad. And at some point, you don’t accept that it should be much worse just because you’re in a B2B environment."

When looking to accelerate digital transformation for B2B ecommerce, the key is to strip everything back and focus on the most important elements of the experience from the buyer’s perspective. Don’t take a scattergun approach and try to add multiple technologies at once but work through your operation with considered priorities and get things right. It’s far easier and faster to make changes or adjustments when you’re not spinning several plates at once.

Your first port of call should be your online ecommerce platform.

It’s time to say it – the days of in-person sales calls from flesh and blood representatives are numbered. The average buyer doesn’t want to spend time hearing a sales pitch – they know what they want, and they just want a simple means of getting it. This is especially true given the increase in decision makers at all levels now working from home.

"More than three quarters of buyers and sellers say they now prefer digital self-serve and remote human engagement over face-to-face interactions – a sentiment that has steadily intensified even after lockdowns have ended," reports McKinsey. "Only about 20% of B2B buyers say they hope to return to in-person sales, even in sectors where field-sales models have traditionally dominated, such as pharma and medical products."

Make sure your ecommerce portal is as smooth and seamless an experience as the most popular B2C retailers. Plot out the buyer’s journey and make sure finding products is as simple as it can be. Make it easy to checkout and ensure customers can open a trade account without needing to speak to a human operator.

Get your ecommerce house in order by taking lessons from the B2C world and you’ll see your digital transformation greatly accelerate from that starting point.

Next Steps

Once your customer facing platform is performing in the same way as a B2C ecommerce experience, the next step is to carry out a frank and honest audit on which areas of your organization will most benefit from digital transformation and create a list of priorities from there.

Begin with technological solutions which will directly enhance the customer experience – sales, marketing, delivery, etc. – and work outwards to the more periphery areas of the business. If you are a B2B retailer selling physical products, this will include the procurement arm of your organization as any technology which can make your supply chain function more effectively will have a direct impact on your ability to pass those products onto customers. The same goes for manufacturing technology if you are a manufacturer selling direct to customers.

Final Thoughts

The shift to digital being experienced in the B2B world is only going to grow through 2022 and beyond. Brands need to prioritize where digital transformation will be of most benefit and use the impetus generated by a structured approach to accelerate the process forwards.

Accelerating digital transformation is certain to be part of the conversation at B2B Online Orlando 2022, taking place in November at the JW Marriott Orlando Bonnet Creek Resort & Spa, FL.

Download the agenda today for more information and insights.