Proving ROI of marketing activities has become a big challenge for both B2B and B2C organizations. Delivering seamless customer experience across multiple channels is omnichannel marketing. B2B business needs to break siloes between existing channels, to provide omnichannel features. Thought leadership paper, commissioned by Accenture and Hybris portrayed that, when traditional B2B buying journeys are offline and linear, shift to omnichannel was occurred. For B2B suppliers, omnichannel retailing represents more than a commitment to customer convenience. The consumer must be able to access the same information and have contextualized experience. B2B suppliers leverage e-commerce as a part of an omnichannel strategy to face enormous market opportunity and revenue potential. Forrester Research Inc. estimates that B2B e-commerce transactions may reach to $1.2 trillion by 2021. B2B commerce is adopting B2C to optimize the purchase experience.
B2B manufacturers should have an in-depth study about B2C manufacturers to analyze buyer insights to inform sellers regarding content and channel preferences and should be agile as needs and preferences change. B2B manufacturers should be prepared for trying new channels and tactics.
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Organizations are solely responsible for answering a buyer’s questions, and make sure that a product needs to be found first when an online search is initiated. SEO has become the best friends of marketers to provide seamless omnichannel experience. Search engines will quickly judge the manufacturers’ and users’ site. According to Forrester Research Inc, the online purchase will increase to 55 percent by 2020. Personalized and consistent customer experience ensures the success of omnichannel marketing. Inconsistent product information, price discrepancies across channels might lead to loss of trust and may impact future purchases as well. Omnichannel manufacturers strive hard to distribute and sell products as efficiently as possible.
E-commerce marketing platforms and technologies enable marketers to deliver personalized customer experiences that suit changing market dynamics, production schedules, vendor requirements, regulations, and buyer preferences to aid continued engagements and conversions. Buying a journey is often more complex with lengthy timelines and more decision makers.
Different customers, market pressures, and different kinds of products all contribute to the differences between B2B and B2C. Digital marketing is very effective and competitive in B2C marketing. But for B2B businesses, there is still a largely untapped opportunity.