Driven by COVID-19, a Shift to Digital is Accelerating B2B Buyer Expectations for Personalization, Agile and Responsive Sales

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Access the Report: Available October 2020

In 2020, B2B buyers are building from their habits and expectations from B2C purchases to demand more personalized B2B eCommerce experiences. But the lifecycle for B2B customers is more complex than that of B2C; as a result, B2B sellers must reconcile the complexities of their markets with the evolving expectations of their buyers.

COVID-19 has accelerated digital adoption of B2B buyers as well, forcing B2B sellers to broaden their adoption of online tools to meet the evolving and widening demands of their buyers. As a result of the pandemic, “Sales situations change dramatically,” McKinsey describes, “requiring rapid customer responsiveness, while both sellers and buyers get accustomed to remote and digital interactions."

Now, B2B companies must utilize customer intelligence, content, and digital tools to improve their personalization efforts and capitalize on the opportunities personalization provides. But their ability to implement these strategies effectively hinges on the depth of their understanding of their customers, and their ability to be agile in response to changing demands in an environment where digital channels are quickly becoming the norm.

Q4 B2B Online Research Report: Redefining Personalization in B2B eCommerce

In this 2020 research report, we uncover how mature B2B sellers define and optimize personalization for their customers. We ask essential questions about their personalization strategies—especially in response to the post-pandemic business climate. Examples include:

  • How does B2B personalization differ from B2C?
  • How are B2B sellers personalizing experiences for high-value customers?
  • How does personalization streamline purchases, simplify the ordering process, and reduce costs?
  • What are the KPIs for successful personalization?
  • What personalized information, content, and deals are of the greatest value to B2B customers?
  • How can B2B sellers capitalize on data to create high-yielding personalized experience?
  • How does personalization lend itself to different stages of the customer lifecycle—including acquisition, loyalty, and retention?
  • How can B2B sellers use personalization to distinguish themselves from competitors? What are their top goals for optimizing personalization of the next 5 years?

Finally, we investigate B2B sellers’ top prioritize for optimizing personalization over the next 5 years, with a focus on the nuances within different B2B verticals.

Access the Report: Available October 2020

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