Rethink Personalization To Highlight B2B’s Strengths in Ecommerce

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In the era of omnichannel commerce, B2B businesses are facing challenges in adopting “B2C tactics,” like website personalization for example, to grow and remain competitive. But given corporate buyers’ preference for experiences tailored to their company’s needs, B2B sellers need to emphasize the unique characteristics of their business if they want to stand out from the crowd.

The truth is B2B buyers desire convenience and accessibility. According to Forrester Research, more than two-thirds of corporate purchasing agents prefer self-service product research over working with a sales rep; this is a jump of 23% from 2015.

The current push to provide generic B2C-like experiences runs contrary to B2B businesses’ long tradition of customized customer relationships, from tailored catalogs to unique payment terms. That is why corporate buyers seek out B2B sellers that can adopt this one-to-one approach online. In fact, more than three-quarters of B2B purchasing agents want to see content specific to their company, and additionally, two-thirds expect information specific to their industry.

For B2B sellers who want to prioritize website personalization as a key strategy to develop more customized customer relationships, they can easily deliver on this promise by providing the following:

Product data acclimatized to the B2B purchase cycle

Based on prior interactions and predictive intelligence, personalization can pinpoint whether site visitors are in research mode or ready to buy. According to a report, about 63% of consumers are influenced by personalized recommendations on the homepage. This aspect is imperative to present B2B businesses to take the game up a notch. Not only relevant content but features and facilities such as live sales or support connections, post-purchase behaviour, timely replenishment reminders, and upgrade offers are all additional personalization options that can spur re-engagement.

B2B-powered marketplaces

In this new paradigm, over 60% of consumers now begin their search for products on marketplaces, so it is important for brands and merchants to step up their product data game by providing accurate, complete, and compelling product titles, descriptions, media, etc., across all of their sales channels if they wish to capture and convert their potential customers into long-term clients.

Customized B2B catalog experience

Personalized solutions present products and recommendations within pre-set parameters, along with custom pricing and bundling options, combining business rules with behavioral insights to flag potential new product categories of interest, helping B2B suppliers capitalize on cross-divisional sales opportunities. These predictive capabilities, informed by detailed customer profiles, can help create trigger events around a B2B customer’s buying moments that will inform when and with what product proposition to cross-sell.

Tailored purchase process

B2B sellers can customize the online checkout process to accommodate such customer-specific needs as purchase order generation and purchase approval routines. This can be accomplished with personalization software tools and saved account data, giving B2B buyers quick access to tailored re-ordering options.


B2B customers want product discovery and purchase journeys that emulate the shopping experience. Too many business providers fail to offer a compelling shopping experience with enhanced personalization for their key business accounts. To stay ahead of the pack in the modern B2B retail online universe, B2B businesses must use a personalized approach that enables seamless product findability without sacrificing the native B2B capabilities necessary to sell to the business buyer.

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