B2B Goes Digital: What That Means for You

The B2B industry has historically operated with a well-defined, albeit conservative, sales process. This approach has been characterized by face-to-face interactions, lengthy negotiations and sales cycles, and a strong reliance on established relationships. 

However, even the most conservative business approaches are subject to modernization as a matter of competition and survival. As B2B consumers increasingly look for experiences mirroring those in the consumer sector, companies are realizing they must undertake a digital transformation to remain competitive. 

Our recent study on B2B companies revealed that 85% have already adopted a digital sales strategy. We also found that, for these companies, digital channels are not just supplementary; they are substantial contributors to overall revenue. On average, digital channels account for nearly half (48%) of total company revenue, with one-in-ten (9%) companies reporting that digital sales make up over 80% of their revenue.

And this momentum is showing no signs of abating; 90% of B2B organizations stated that they plan to strengthen their digital sales strategies over the next two years. 

So what does this all mean in practice? B2B organizations can’t afford to delay their digital transformation any longer; evolving to meet customers where they are is the only way to ensure that your customers aren’t switching to more digitally-advanced organizations.

The role of emerging technologies

The adoption of digital sales strategies is closely linked to the use of emerging technologies. Nine of ten B2B organizations are utilizing or planning to implement advanced technologies, such as GenAI, voice search, and visual configuration tools, within the next 12 months. These technologies offer significant advantages, including improved efficiency, enhanced customer experience, and more streamlined operations. 

Generative AI, for example, can automate and personalize interactions, providing customers with tailored recommendations and support. Voice search technology can make it easier for customers to find products or services through voice commands, which reflects a growing trend toward voice-assisted searches. 

Visual configuration tools enhance the buying experience by allowing customers to visualize products in various configurations, making the decision-making process more intuitive, engaging, and informative. 

The importance of consistent, accurate, and reliable product information

While the adoption of digital channels and emerging technologies is crucial, it’s arguably more important to ensure product data remains consistent, accurate, and reliable across all channels. B2B organizations are catching on to this trend - nearly half (48%) are leveraging AI to ensure their data is uniform and precise across their various touchpoints. This is critical, as inconsistencies or inaccuracies in product information can result in lost revenue, customer dissatisfaction, or worse, reputational harm. 

In this context, AI is quarterbacking the process of updating and verifying product information across various platforms. This helps minimize human errors while ensuring that customers consistently receive accurate and current information, which is fundamental for building trust and facilitating informed purchasing decisions. 

Beyond ensuring data accuracy and consistency, AI is also transforming how B2B companies create and deliver product experiences. Approximately 76% of B2B organizations are utilizing AI to modernize the customer journey with personalized recommendations, interactive product displays, and dynamic configurations. These AI-driven capabilities create the more consumer-esque buying experiences decision-makers at B2B organizations are expecting. It also reflects a broader trend toward leveraging technology to help streamline operations, foster deeper customer engagement, and drive sales.