B2B Buying Behaviour Skip to main content

Why it is time to raise the bar for your B2B digital experience

The B2B buying landscape has changed dramatically in the last decade, a transformation accelerated by the Covid-19 pandemic, and proving to have a sustained impact on buying behaviour. To successfully navigate this evolution in B2B buying, businesses need to shift their focus to digital sales channels and elevate the digital experiences that now form a crucial part of the sales process to complement sales team interaction.

Here are some powerful reasons to rethink your digital strategy and experiences for 2022 and beyond...

There have been seismic and permanent shifts in B2B buying behaviour

By 2025, Gartner predict that 80% of B2B sales interactions between suppliers and buyers will occur in digital channels

The increase in digital buying in B2B, accelerated by the COVID-19 pandemic, will have a sustained influence on customer demand from business buyers for digital learning and buying. The digital buying as the norm is here to stay.

B2B buyers now expect a seamless “Amazon like” buying experience

As consumers we are accustomed to intuitive online shopping – seamless and personalised experiences, harmonised touchpoints and rich content. Increasingly, B2B customers are expecting the same experience when buying for their businesses.

With high expectations now prevalent, how would your customers rate the digital experience you deliver?

Your audience is changing – are you ready for the digitally savvy millennial buyer?

44% of millennials – increasingly the generation in decision making positions in B2B buying - have a preference for minimal sales rep interaction in a B2B purchase*.

As the baby boomers generation aproach retirement, millennials - the first “digital first” generation - move into key decision-making positions, adapting your proposition to meet these expectations is a priority for organisations to be competitive and deliver a buying experiences that encourage loyalty.

Increase sales revenue and profitability by delivering personalised, intuitive digital experiences 

Reach new customers who head online to compare products, research and find the best price and experience. With the right technology driving your digital experience you can manage complex product portfolios to present customers with the right products and offers to maximise order value.

An effective self-serve eCommerce solution will enable your customers to order and reorder whenever and wherever they want and need to, maximising order opportunities and value.  The right digital solution will deliver seamlessly and connect multiple customer touchpoints to deliver across online and offline channels.

Your competitors are probably already delivering great digital experiences....

Take a look at your competitors and comparators. How do you rate your digital products and experiences against theirs? Prioritise customer experience, embrace eCommerce to ensure you can differentiate, scale your offerings and stay relevant for your customers.

Is it time to review your digital experiences? Our experienced strategy team are here to help. We would love to hear from you - please get in touch to book a no obligation chat with our team.


*Gartner, 5 Ways the Future of B2B Buying Will Rewrite the Rules of Effective Selling

We'd love to hear from you

Let's talk!