Following the Covid-19 B2B companies pandemic, B2B marketing has had to quickly adapt to operating online. Many companies in this sector were already undergoing a digital transformation, but processes have undoubtly accelerat in recent months.
How ready are B2B companies to go digital? Let’s take a look at the data from Episerver’s recently publish study B2B Digital Experience Report : A Customer-Centric Pivot in Pivotal Times .
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B2B companies are ready to work digitally in terms of numbers
Challenges and figures of working in digital for B2B companies
The 600 B2B companies interview in the study are from the healthcare, financial services, business switzerland phone number list services and supplies, manufacturing, distribution and high-tech sectors, and in many cases the results of the marketing, IT and e-commerce departments are shown separately.
One of the first conclusions of the study is that B2B companies are quite prepar to work in digital , since 82% of them have already carri out a digital transformation project. In addition, 37% indicate that their digital experience is what differentiates them most from the competition.
However, there are still a number of weak points that ne to be strengthen in order to function in an online environment. Specifically, these are the three areas for improvement identifi in the study:
1) Personalize the digital experience for each customer.
2) Understand who your customers are.
4) Manage content.
When it comes to communicating
companies consider social mia ads to be the most effective channel (mention by 18%), follow by websites (14%), search engine ads (12%) and email marketing (12%).
Another of the weak points of B2B companies when working in digital is the lack of unification between systems and technological solutions . By not having a single source of business and customer information, the ecommerce department tends to be left out of digital transformation projects. Only 53% of respondents agre that their website offers a mature digital commerce experience with which their customers can buy products at negotiat prices.
Offering a good ecommerce experience is important, as many B2B companies want to work lead generation: for both big and small! with others on a self-service basis. Specifically, 39% would like to be able to access pricing without having to speak to a company representative, and 38% would like to have a self-service system for ordering products for the first time and schuling meetings.
When ask what type of software would help companies be more digitally agile, 29% said cz lists a digital experience platform, 16% a web content management system, and another 16% said busines.