The demands of the new climate are twofold as the current landscape requires B2B players to increase their arsenal of digital technologies. It also requires more value-added personal contact.

Personalised service has become critical, as customers want B2B reps that:


It’s no surprise then that B2B leaders are using the new revenue streams from ecommerce to increase investment in their in-person sales teams. Considering, over half (52%) of high-performing B2B organisations report plans to increase investment in their in-person sales teams over the next two years.

B2B organisations break silos and integrate service teams into commerce

Customer service teams have also been empowered by the shift to digital, In fact, 57% of B2B organisations report that their service teams are now more involved in overall commerce experiences. This cross-functional collaboration highlights another concern of B2B organisations in the current climate: breaking silos.

Our report reveals that high performers are especially proactive about connecting departments and functions to provide a smoother overall customer experience across all touchpoints. This focus on crafting exceptional customer journeys will have a trickle-down effect to create significant differentiation for businesses that adopt an omnichannel approach. And those that don’t will suffer by comparison.

Turbocharge B2B digital growth to face the future

It’s clear that the future of B2B commerce is a digital one. But how can B2B players accelerate their digital roadmap to better prepare for a quickly approaching future?

Here are a few tips for driving B2B digital growth:

  • Prioritise resilience and flexibility. These are increasingly prized traits that can help B2B organisations navigate change. On-demand training platforms like Trailhead can help reskill and upskill the workforce to prepare for the future.

  • Keep up with your customers. Leveraging data to make smarter decisions and personalise communications is a great way to get to know your audience, better understand their needs, and offer them value-added experiences across each touchpoint.

  • Create seamless experiences. Connecting touchpoints is a good place to start, but also consider implementing self-service capabilities, like quick reordering and AI-driven chatbots.

  • Break silos between departments. Provide the right data and tools to enable cross-functional collaboration. This not only helps build a more agile workforce but also creates a better buyer experience.

What’s next for B2B organisations?

B2B has changed quite a bit in the wake of the pandemic, but much of that change has been positive. Today’s B2B organisations have more tools than ever at their disposal. They can be highly connected, versatile, in tune with their buyers, and ready to face the challenges of tomorrow.

Companies that manage to capture market share in times of crisis (by staying agile in combination with a customer-centric approach) are more likely to capture a significant first-mover advantage and emerge even stronger in the next normal, according to recent research. With that in mind, this is the best time for B2B organisations to take advantage of this incredible momentum and start their digital transformation.

To see more about how today’s B2B organisations are tackling challenges and growing stronger, check out the entire State of Commerce report.

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