Driving Digital Growth in the B2B Customer Journey
The WBR insights research team shares their findings on B2B companies’ cross-functional alignment and strategies to expand digital growth. The report also includes the following:
- The latest innovations in B2B sales and customer journey development
- The most common issues that keep customers from finding what they’re looking for
- The anticipated impact of AI in the next five years
Demand for digital B2B buying experiences has increased dramatically over the past two years. However, a third of B2B companies are not satisfied with their organization’s ability to provide an excellent digital buying experience to their customers.
According to Gartner, B2B buyers spend only 17% of their total purchase journey with a sales rep, and 44% of millennial B2B buyers prefer no sales rep interaction at all.
The survey reveals that supply chain management systems, CRM solutions, and third-party ecommerce platforms are among the most important solutions and technologies to enhance the online customer journey. Respondents understand that the whole is greater than the sum of its parts. Implementing a mixture of internal and customer-facing solutions can increase digitization, product insights, and optimize supply networks for the next phase of B2B ecommerce.
To drive digital growth, B2B companies need to view the integration of different systems—including ERP, CRM, payment gateways, and other—as a strategic priority.
