The B2B customer is changing, and as the buyer’s expectations change, so must the business. The lasting impact of Covid-19, turbulent economic times and changing buyer behaviour has prompted B2B companies to rethink their offerings, with streamlined digitised experiences now key to success.
The need to adapt also presents an opportunity for companies selling to B2B customers to differentiate themselves from the competition. With B2B buyers looking to their favourite B2C brands as points of comparison, companies must ensure they are meeting expectations by engaging in a deliberate and strategic digital transformation programme.
This quick guide, an abridged version of Econsultancy’s B2B Digital Transformation Best Practice Guide, identifies the key pillars of a successful digital transformation programme and looks at how companies can optimise the customer experience. It covers:
- Driving forces: A range of factors have converged to transform the B2B landscape. What are the need-to-know trends and statistics bringing about change in the industry, and why is digital transformation now a must?
- Transforming the business: Digital transformation begins with the first three of six ‘strategic pillars’ – vision and leadership, culture and agility, and innovation. What defines these pillars, and how can companies enable lasting transformation within the business?
- Transforming the resources: The remaining three strategic pillars – data and insights, technology, and people and skills – are vital to facilitating change. What key investments should B2Bs be making?
- Optimising experiences: A major focus in B2C business, customer-centricity is also essential for effective B2B digital transformation. How can businesses nurture loyalty among their buyers, and what can they do to improve the end-to-end customer journey?