Set the stage for go-to-market innovation
Building an integrated ecosystem across the buying funnel is where most companies struggle, and it’s the most important aspect to get right. B2B seller organizations must transform to be digitally dynamic and engage buyers with a more fluid, customer-preference-driven approach. Our research has identified the core capabilities that help deliver on the promise of digitally driven B2B buyer experiences.
Anticipate
Pay attention to decision-makers’ pain points, crafting messages that underscore a deep understanding of those issues and a readiness to provide needed expertise.
Personalize
Improve engagement and conversions by equipping decision-makers with the information they need, based on their priorities and where they are in the buying process.
Fulfill
Help customers realize the full value of the products and services they buy. Deliver post-sale support to minimize churn and increase repeat and referral business.
WEBINAR
Closing the gap between B2B buyers and B2B sellers
PODCAST
Reinventing Customer Experience
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Insights
How B2B sellers gauge their digital transformation
Successful B2B suppliers measure their digital go-to-market strategies across four key dimensions.
The evolution of B2B buyer and seller journeys
Companies and decision-makers increasingly rely on digital channels and tools to market and purchase essential products and services.
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How B2B sellers can deliver a customer-centric experience
Companies that know how to stitch their people, systems and strategies into an integrated ecosystem can deliver what decision-makers need and expect from their business relationships.
“B2B sellers have made a lot of investments in digital capabilities over the past several years, beefing up their martech stack and adding AI capabilities, content personalization and digital analytics. However, having these new capabilities isn’t enough. Companies need to learn how to use these capabilities in an integrated, dynamic ecosystem to realize their full value.”
“Seamlessly integrating digital capabilities into the B2B selling process and their strong adoption by the sales team are critical for success. Digital capabilities are most effective in B2B, particularly for high-touch accounts when they help complement, enrich and elevate human-led sales interaction.”
"Personalization is about anticipating customers’ needs and knowing what they want to see and when they want to hear from us. AI-first decision engines can help companies leapfrog their current constraints and deliver one-to-one experiences while avoiding the high cycle times and friction associated with operationalizing AI. They can deliver personalized experiences seamlessly to customers in record time and realize significant impact."
“Martech helps companies bridge the increasing divide between digitally savvy customers and companies driven by a limited integrated ecosystem across data, analytics, decisioning and activation. Focusing on martech as an essential component of a digital transformation solution is critical to driving adoption and impact in any organization.”
“Sellers must drive greater customer loyalty and business success by addressing customer pain points, creating value in every interaction and stitching together the unpredictable pathways buyers use to reach a decision. Key elements include a foundational digital platform, data analytics and AI-powered tools that provide a holistic view of buyers and enable the coordination and orchestration of their journey.”
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In the news
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