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The Five Imperatives to Drive B2B Personalization

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Just like B2C buyers, B2B customers want you to know them and make their buying process easy. Afterall, in their off time, they're B2C customers just like the rest of us. These days, B2B businesses are empowered to change – from the back end to the customer-facing experience. B2B firms must leverage the right digital capabilities to move toward personalization for their customers.Read about the 5 imperatives for B2B firms to personalize and improve the customer experience. For more information visit:
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The Five Imperatives to Drive B2B Personalization

  1. 1. The Five Imperatives to Drive B2B Personalization
  2. 2. It’s table stakes for playing in the B2B space today. Just as in B2C buying, B2B customers want you to know them and make the buying process easy. They’ve come to expect this because – in their off time – they’re B2C buyers just like the rest of us. © 2017 IBM2 According to Gartner analyst Gene Alvarez, “By 2018, B2B companies with e-commerce personalization will outsell those without by 30%”¹
  3. 3. True. B2B buying is different. It’s more complex all around, but now B2B businesses are empowered to change – from the back end to the customer-facing experience. B2B firms must leverage the right digital capabilities to move toward personalization for their customers. We’ve identified five imperatives for B2B firms to personalize and improve the customer experience. © 2017 IBM3
  4. 4. © 2017 IBM4 1. Personalize marketing messaging with relevance Just like B2C buyers, B2B customers expect to see relevant and customized promotions/messaging. So, B2B firms must: • Provide the right message to the right customer at the right time • Display marketing results following business terms and conditions • Identify both registered users and guests to personalize messaging • Create unique customer segments
  5. 5. © 2017 IBM5 2. Personalize business rules and requirements Decision makers in B2B firms are often many and dispersed throughout the organization. To accommodate this complexity, B2B firms must: • Be able to create customized catalogs and contracts • Customize views and workflow processes by organizational hierarchy • Personalize templates for quick order, order history, and save orders • Have flexible payment options
  6. 6. 76% of B2B buyers list enhanced search as one of their top three must-have features… but only 48% of B2B sellers cite enhanced search as a top technology priority The 6
  7. 7. © 2017 IBM7 3. Personalize Search and optimize product finding capabilities We spend the majority of our time on the internet searching for information and products. But when searching has the added pressure of filling a business need, it ups the ante. It’s critical that B2B firms: • Align with all catalog entitlement and contract rules • Have customer-centric searches based on the user’s role • Offer type-ahead capabilities • Utilize guided navigation and robust filtering to support product complexities
  8. 8. © 2017 IBM8 4. Personalize guided selling Purchasing for some B2B customers can be very complicated. Guided selling is a customized product selection system that walks the user through the process and ensures order accuracy. Effective guided selling offers: • Automation of configuration, pricing and ordering • Personalized configurations specific to the business • Customized automated quoting workflow process based on business requirements • Intelligent cross-selling and up-selling opportunities within contract negotiated products
  9. 9. According to the Content Marketing Institute2… Content personalization is among the top 5 priorities for B2B content 9
  10. 10. © 2017 IBM10 5. Personalize content with customizable and flexible business user tools Business users need the ability to personalize the buying experience, without reliance on IT. This enables agility to modify pages and offers quick implementation. • Easy creation and management of store pages without the need for IT • The ability to personalize different page layouts for various needs • Flexibility to launch segmented marketing campaigns quickly and more…
  11. 11. © 2017 IBM11 B2B and B2C buyers are different…and the same B2B and B2C buyers have different demands, but they both want the same exceptional online experiences. B2B firms have the opportunity to gain customer loyalty through outstanding, personalized purchasing experiences. Anything short of this and customers may reward your competition.
  12. 12. Find out more. Read The Power of B2B Personalization: Maximizing the B2B digital experience. ¹ InternetRetailer, Personalized web content will be crucial for B2B sales, analyst says 2 The Content Marketing Institute, B2B content Marketing: 2016 Benchmarks, Budgets, and Trends - North America 12

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