Statistics show that B2B customers order on their mobile devices and through proprietary apps while finding
businesses in nontraditional places like social media, review websites and other digital touch points. One
research company predicts that B2B sales will double from 2015 to 2020 company and that the United States and
China will be the top recipients of this increased revenue. The research shows that B2B eCommerce companies need
to move away from serving many customers toward offering more robust capabilities where customers can buy from
many business associates and partners, which include dealers, distributorships, affiliated manufacturers and
resellers, custom fabricators and service providers. Another company finds that engaging customers through
multiple channels increases lead-generation by up to 20 percent and delivers 10 percent more first-time
customers, but no standard software connects and integrates automatically with all relevant customer touch
points without fine-tuning the website’s capabilities.
B2B customers now research companies, share their online experiences and review company products in many forums,
so B2B marketers need to monitor the chatter, engage customers, respond to complaints and even thank customers
for both negative and positive feedback. Those customer engagement strategies take a robust and customizable
eCommerce platform that offers collaborating tools, SEO and marketing features, intuitive architecture,
automatic marketing and powerful functionality that delivers extraordinary user experiences.
The best strategies for meeting customers and strengthening a company’s online reputation involve embracing the
new journey and customer attitudes that mirror B2C marketing and customer management. A single B2B customer can
be geometrically more valuable, and wholesale companies and B2B suppliers need custom website features to
deliver the kind of benefits that regular consumers enjoy. Peer-to-peer networks, social channels and explosive
growth in the numbers and sophistication of other online communications channels make it critical to consumerize
B2B websites with special features and functionality that allow buyers to conduct company research, read
testimonials, follow formal buying procedures and request custom product options.