Last week’s blog post, centered around the rise of B2B eCommerce outlined the immense potential traditional business retailers have by adopting a digital-first strategy. In this article, we’ve gathered our top 5 insights B2B brands can leverage to further develop and grow their B2B offering, to take advantage of the recent surge in online transactions.

Attract customers using organic and paid marketing

An organic, as well as paid marketing media strategy that involves an SEO strategy, will help drive relevant users to your website. This could take the form of social media marketing, display and banners ads, emails, and press releases to drive traffic and generate leads using content offers.

Focus on stellar customer experience

Traditionally, a B2B purchase involves far less emotional appeal compared to a B2C one, and they also involve many more stakeholders in a relatively standardized purchase journey. However, rest assured that customer experience is still at the top of the list of important factors to lock in a B2B sale. 

• A fast, responsive and easily navigable website that offers intuitive search results that can also be accessed from multiple devices is key. Optimization for mobile is a trend in B2B eCommerce that most organizations are adopting to reach the millennials involved in the purchase process. An omnichannel strategy can also help in gathering data around the customer’s preferences. W. W. Grainger, which scores in the top tier on distributor B2B surveys, recently introduced a visual search on its mobile app¹. 
• Order approval workflows should be able to accommodate multiple parties and roles in the buying committees.
• Personalization and user journeys are equally important to take into consideration. Unique personal content such as personalized product catalogs will appeal to your customer’s needs. Further, adjust cross-selling and upselling suggestions based on the user’s purchase history. 
• Sales teams have to be rearranged. With marketplaces taking a chunk out of traditional B2B sales, sales teams have to be reconfigured to offer personal connection, advice, broader expertise and build relationships². According to a Forrester Research study, 68% of B2B buyers prefer doing business online versus with a salesperson, and when they engage with sales, they want that experience to be in a more problem-solving, consultative manner³.
• Take customer feedback into account. Reliable customer support both during and after-sale is vital. Existing customers are a goldmine of feedback. 
• AI and automation are increasingly being put to use to take the drudgery and paperwork out of the purchase process. Chatbots that are available 24/7 and also upsell and cross-sell products. At Genesys, the chatbot feature resulted in a whopping 50% less cart abandonment⁴. 
• More information on product pages, different product views, and supporting information such as videos are even more important in B2B eCommerce, especially if you’re selling in bulk. More information will reduce communications, returns, and complaints⁵.

Pick the right B2B eCommerce technology platform

The architecture for your site is based on both customer need and maturity. Is it commerce-led, content-led, side-by-side or a pure headless model? Choosing the right platform that can handle all your needs can make or break your online offer. Developing an MVP (minimum viable product) can also shorten time to market and leave room to develop features based on feedback from customers. 

Flexible ordering, payment and pricing options

B2B customers need much more leeway with their ordering and custom pricing options as opposed to B2C customers. You have to be able to take purchase orders and credit applications into account and offer digital invoices, various payment methods, and a real-time snapshot of inventory. Incentivize new customers with free trials, reduced shipping costs, or a money-back guarantee. You can entice existing customers with easy order replenishment or loyalty rewards for repeat purchases such as discounts, tiered incentives, access to new features or a complimentary service.

Use social media marketing and user-generated content

Social media can not only be used to drive customers to your site but also for customer engagement. LinkedIn and Twitter are highly popular with B2B companies in regard to connecting with their audiences through text, podcasts, and video, gaining insights via feedback, providing thought leadership, and learning about their buyer persona. They can help funnel the customer from the education and awareness stage towards actual promotional content. Intel (@Intel) with its 4.8million followers is a great example of a B2B Twitter presence⁶. Publishing customer reviews are another way of establishing authenticity and credibility by driving user-generated content⁷.

As a leading systems integrator for platforms such as SAP Commerce Cloud, Salesforce Commerce Cloud, Adobe Commerce, BigCommerce, Shopify Plus, commercetools, VTEX, and Elastic Path, BORN Group is well-qualified to assess and advise you on the best platform to meet your unique needs.

For more information around BORN Group’s B2B offerings, please visit here.

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Footnotes

^{1. Grainger eyes a big future for its new mobile visual search tool, Nov 2019, Digitalcommerce360.}

^{2. In 2021, B2B Marketing And Sales Become More Human, Thanks To Tech, Forrester Research, Nov 2020, https://go.forrester.com/what-it-means/ep193-b2b-marketing-sales-predictions-2021/}

^{3. The Death Of A (B2B) Salesman, Forrester Research, May 2017, https://go.forrester.com/what-it-means/ep12-death-b2b-salesman/}

^{4. The Total Economic Impact of the Genesys Omnichannel Engagement Centre Solution, Forrester, Feb 2016, https://genbin.genesys.com/old/resources/TEI_Case_Study_Genesys_-_2052016_FINAL.pdf}

^{5. Rethink the B2B Buyer’s Journey, LinkedIn, https://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/campaigns/pdfs/rethink-b2b-buyers-journey-v03.09-eng-us.pdf}

^{6. 5 Top B2B Brands Delivering Exemplary Twitter Engagement, Toprankblog.com, Sep 2019, https://www.toprankblog.com/2019/09/exemplary-twitter-engagement/}

^{7. The Rise of B2B Product Reviews,  https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/resources/pdfs/linkedin-crowd-b2b-product-review-book.pdf}