The State of Digital B2B: The Mega Trends Shaping the B2B Buying Landscape
The WBR research team reveals the key trends that are reshaping the B2B landscape. Here’s what you’ll find in the report:
- Why (and how) B2B companies are embracing UX, sustainability, and automation
- The expected impact of AI on B2B buying in the next five years
- The biggest obstacles to leveraging AI in the buyer journey
Adopting trends such as hybrid selling, matching higher expectations, and meeting demand for self-service options are significant obstacles for B2B companies. As a result, 74% of respondents are only somewhat satisfied with the current customer experience on their B2B website.
82% of those who aren’t satisfied with their ability to leverage AI say data quality issues are a challenge they struggle with.
In order to improve the buyer journey, respondents plan to adopt advanced technologies such as AI, automation, and cloud solutions while also strengthening their data collection and analytics capabilities.
More than half of respondents say that personalized discovery via a website search platform is something they’re interested in implementing.
Over the next 12 months, B2B companies should adopt technologies to make information more accessible, streamline the buying process, and increase transparency in pricing. If companies can address the mega trends outlined in the report, they will be well-positioned as top competitors.
