B2B ecommerce and omnichannel selling: Creating a seamless customer journey

Remember the last time you booked a holiday?

You probably didn't just walk into a travel agent. You likely browsed websites, compared prices online, read reviews, and maybe even checked social media for inspiration.

That's how B2B buyers operate today. Research from Forrester shows that a staggering 89% of B2B buyers now start their buying journey online. They're looking for information, comparing options, and expecting the same convenient experience they get as consumers.

But simply having a website or an online store isn't enough anymore. Are you struggling to keep up with the increasing demands of B2B buyers who expect the same seamless experience they get as consumers? Today's B2B customers demand an omnichannel experience. They want to seamlessly move between your website, your online store, your sales team, and even your social media channels, without encountering any friction or inconsistency.

Imagine a customer browsing your products on their smartphone during their commute, then adding items to their cart on their laptop later that day. They might have a question that they quickly resolve through your online chat, and finally, they complete the purchase with a quick call to your sales representative to confirm the details. This is the essence of omnichannel selling in B2B – providing a consistent and integrated experience across all touchpoints.

Imagine a world where your B2B sales process is as smooth and effortless as booking a holiday online. With the right tools and strategies, this can be your reality. This guide shows you how to create a seamless customer journey that delights your buyers and drives business growth. We'll explore the key touchpoints, the benefits of an integrated approach, and the best practices for success. Get ready to transform your B2B sales strategy and embrace the future of commerce.

The rise of omnichannel in B2B

The way B2B buyers make purchasing decisions has undergone a dramatic transformation. Forget the days of relying solely on salespeople and printed catalogues. Today's B2B buyers are digitally savvy, mobile-first, and demand the same level of convenience and personalisation they experience in their consumer lives. This shift in behaviour is driving the rise of omnichannel in the B2B world.  

But why are B2B buyers increasingly demanding omnichannel experiences?

• Increased online comfort: B2B buyers are accustomed to researching and purchasing online in their personal lives, and they expect the same ease and efficiency in their professional roles.
• Access to information: Buyers want instant access to product information, pricing, and availability, regardless of the channel they're using.  
• Personalised experiences: Just like consumers, B2B buyers expect personalised interactions and tailored recommendations.
• Greater control: Omnichannel empowers buyers with more control over their purchasing journey, allowing them to engage on their own terms.

This trend is backed up by compelling data. According to McKinsey, a staggering 94% of B2B decision-makers find the omnichannel sales model as effective or more effective than traditional methods. Furthermore, research indicates that companies with strong omnichannel customer engagement retain an average of 89% of their customers, compared to 33% for companies with weak omnichannel engagement.  

This shift towards online and mobile channels is undeniable. Studies show that over 70% of B2B buyers now use mobile devices during their purchasing process. This means your B2B ecommerce platform needs to be mobile-responsive, providing a seamless experience across all devices.

Is your business struggling to keep up with these evolving expectations? Are you losing customers to competitors who offer a more integrated and personalised experience?

However, meeting these evolving expectations presents some challenges:

• Data silos: Many businesses struggle with fragmented data across different systems, making it difficult to create a unified view of the customer.  
• Legacy systems: Outdated technology can hinder the integration of different channels and create a disjointed customer experience.  
• Organisational silos: Lack of collaboration between departments (sales, marketing, customer service) can lead to inconsistent messaging and service.  
• Measuring ROI: It can be challenging to track the effectiveness of omnichannel strategies and measure their impact on revenue.

By embracing omnichannel, you can not only meet these expectations but exceed them, creating a competitive advantage and driving customer loyalty. Despite these challenges, the benefits of embracing omnichannel in B2B are clear. By providing a seamless and integrated customer journey, you can improve customer satisfaction, increase sales, and gain a competitive edge.

Key touchpoints in the B2B customer journey

The B2B customer journey is no longer a linear path. It's a complex web of interactions across various online and offline touchpoints. To create a truly seamless omnichannel experience, it's crucial to understand these touchpoints and how they connect.  

Are your current systems fragmented and disconnected, creating a disjointed experience for your customers? Do you find it difficult to track customer interactions across different channels?

Here are some of the key touchpoints in a typical B2B customer journey:

Online touchpoints

• Website: Your website is often the first point of contact for potential customers. It should be user-friendly, easy to navigate, and packed with valuable information. Think detailed product descriptions, downloadable resources like white papers and case studies, and self-service options for things like order tracking and account management.  
• Ecommerce platform: Your B2B ecommerce platform is the central hub for online transactions. It should offer a streamlined ordering process, personalised pricing and catalogues, and robust account management features. It's also a key platform for gathering customer data and providing personalised recommendations.  
• Mobile apps: With more and more B2B buyers using mobile devices, a dedicated app can provide a convenient and accessible way to browse products, place orders, and manage accounts on the go.  
• Social media: Platforms like LinkedIn, Twitter, and even Facebook can be valuable tools for building brand awareness, engaging with potential customers, and sharing industry insights.  
• Email marketing: Email remains a powerful channel for targeted communication. Use it to nurture leads, share promotions, and provide valuable content to your audience.  

Offline touchpoints

• Physical sales team: While online channels are growing in importance, your sales team still plays a vital role. They can build relationships, provide personalised advice, and close complex deals.
• Customer support: Whether it's through phone, email, or online chat, providing excellent customer support across all channels is essential for building trust and loyalty.  
• Trade shows and events: These in-person events provide opportunities to network, showcase your products, and build relationships with potential customers.  

Connecting the dots

A truly integrated omnichannel approach can connect these touchpoints, providing a unified view of the customer and a seamless experience across all channels. The key to a successful omnichannel strategy is to ensure these touchpoints are seamlessly connected. A customer should be able to move effortlessly between channels without encountering any inconsistencies or roadblocks. This requires:  

• Integrated systems: Ensure your CRM, ERP, and ecommerce platform are integrated to provide a unified view of the customer.
• Consistent branding: Maintain a consistent brand identity and messaging across all touchpoints.
• Personalised experiences: Use data to personalise interactions and tailor content to individual customer needs.

By understanding and optimising these key touchpoints, you can create a truly omnichannel experience that delights your customers and drives business growth.

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Creating a seamless omnichannel experience

Imagine a customer browsing your products on your website, adding items to their cart, then seamlessly switching to your mobile app to complete the purchase while on the go. Later, they receive a personalised email with recommendations based on their purchase history, and any questions they have are answered promptly by your customer support team through an online chat. This is the power of a truly seamless omnichannel experience.

Do you have a single source of truth for your customer data? Or is it scattered across different systems, making it difficult to personalise interactions and provide consistent service?

But how do you achieve this level of integration and consistency across all touchpoints? Here's how:

1. Centralised data management

The foundation of any successful omnichannel strategy is a single source of truth for customer data. This means having a centralised system that captures and stores all customer interactions, preferences, and purchase history, regardless of the channel. This could be a Customer Relationship Management (CRM) system, a Customer Data Platform (CDP), or another integrated database.

With a centralised data management system and integrated platforms, you can create a 360-degree view of your customer, empowering your team to provide personalised service and build stronger relationships. With a centralised view of your customer, you can:

• Personalise interactions: Tailor product recommendations, promotions, and content to individual needs and preferences.
• Provide consistent service: Ensure that every interaction, whether online or offline, is informed by the customer's complete history.
• Gain valuable insights: Analyse customer behaviour across channels to identify trends and opportunities for improvement.

2. Integrated systems

Your CRM, Enterprise Resource Planning (ERP) system, and ecommerce platform should all be seamlessly integrated. This allows for a free flow of information between departments and ensures that everyone has access to the same up-to-date customer data.

For example, when a customer places an order through your ecommerce platform, this information should automatically be reflected in your ERP system for inventory management and fulfilment. Similarly, any interactions with your sales team should be recorded in your CRM, providing a complete picture of the customer relationship.

3. Personalised experiences

B2B buyers, just like consumers, expect personalised experiences. This means tailoring your interactions based on their individual preferences, past purchases, and browsing history. Personalisation can take many forms:

• Product recommendations: Suggesting relevant products based on previous purchases or browsing behaviour.
• Targeted promotions: Offering special deals and discounts on products that align with their interests.
• Personalised content: Providing content that is relevant to their industry, role, or specific needs.

4. Consistent branding and messaging

Maintaining a unified brand identity across all channels is crucial for creating a cohesive customer experience. This includes using consistent visuals, tone of voice, and messaging in your website, marketing materials, social media, and customer communications.

Consistent branding helps to build trust and recognition, ensuring that your customers have a positive experience no matter how they interact with your business.

5. Streamlined ordering and fulfilment

The purchasing process should be as smooth and efficient as possible, regardless of the channel. This means:

• Easy-to-use online ordering: Providing a clear and intuitive checkout process on your ecommerce platform and mobile app.
• Flexible payment options: Offering a variety of payment methods to cater to different preferences.
• Efficient order fulfilment: Ensuring timely and accurate delivery of orders.
• Transparent order tracking: Providing customers with real-time updates on the status of their orders.

By focusing on these key elements, you can create a seamless omnichannel experience that exceeds customer expectations and drives business growth.

Benefits of omnichannel selling in B2B

Investing in an omnichannel strategy is not just about keeping up with the latest trends. It's about providing a superior customer experience that drives tangible business results.

Are you missing out on sales opportunities because your customers can't find the information they need or complete their purchases easily? Are you struggling to retain customers and build loyalty?

Here are some of the key benefits of adopting an omnichannel approach in B2B:

1. Increased sales and revenue

By offering a seamless and convenient buying experience across multiple channels, you can reach a wider audience and increase sales opportunities. When customers can easily find information, compare products, and make purchases on their preferred channels, they are more likely to convert.

Omnichannel also allows you to cater to different buyer preferences. Some customers may prefer to self-serve through your ecommerce platform, while others may need the guidance of a sales representative. By offering both options, you can cater to a wider range of needs and increase your chances of closing deals.

2. Improved customer satisfaction and loyalty

Meeting customer expectations is crucial for building satisfaction and loyalty. In today's digital world, this means providing a consistent and personalised experience across all channels.

When customers feel valued and understood, they are more likely to become repeat buyers and recommend your business to others. A study by Aberdeen Group found that companies with strong omnichannel engagement strategies retain an average of 89% of their customers, compared to 33% for companies with weak omnichannel engagement.  

3. Greater efficiency and productivity

Omnichannel can help to streamline your operations and improve productivity. By integrating your systems and automating processes, you can free up valuable time and resources.

For example, automated order processing and inventory management can reduce manual errors and improve fulfilment times. Centralised data management can also improve communication and collaboration between departments, leading to more efficient workflows.

4. Enhanced brand reputation

In today's competitive landscape, brand reputation is more important than ever. By adopting an omnichannel approach, you can position your business as a modern and customer-centric organisation.

Providing a seamless and personalised experience across all channels demonstrates your commitment to customer satisfaction. This can help to build trust and credibility, enhancing your brand image and attracting new customers.

5. Valuable data and insights

Omnichannel provides a wealth of data and insights into customer behaviour. By tracking interactions across different channels, you can gain a deeper understanding of customer preferences, buying patterns, and pain points.

This information can be used to improve your products, services, and marketing efforts. For example, you can identify popular products, optimise your website for better conversions, and personalise your communications to improve engagement.

By investing in an omnichannel strategy, you can unlock these benefits and create a more efficient, customer-centric, and profitable business. By embracing omnichannel selling, you can unlock these benefits and drive significant growth for your B2B business.

Best practices for B2B omnichannel success

Implementing an effective omnichannel strategy requires careful planning and execution.

Are you unsure where to start with your omnichannel journey? Do you need help choosing the right technology or empowering your sales team?

Here are some best practices to guide you on your journey to B2B omnichannel success:

1. Start with a customer-centric approach

The foundation of any successful omnichannel strategy is a deep understanding of your customers. Put yourself in their shoes. What are their pain points? What are their preferred channels? What kind of experience are they looking for?

Conduct thorough customer research to gather insights into their needs and expectations. This could involve surveys, interviews, focus groups, or analysing data from your existing customer interactions. Use this information to inform your strategy and ensure that every touchpoint is designed with the customer in mind.

2. Map the customer journey

Identify the key touchpoints in your customer journey and analyse how customers interact with your business across different channels. This will help you to identify any friction points or areas for improvement.

Consider creating a visual map of the customer journey, outlining the different stages and touchpoints involved. This will help you to visualise the entire process and identify opportunities to create a more seamless and engaging experience.

3. Invest in the right technology

Choosing the right technology is crucial for omnichannel success. Your ecommerce platform should be robust, scalable, and equipped with omnichannel capabilities. Look for features like:

• Integrated CRM and ERP: To ensure a unified view of the customer and streamline operations.
• Mobile responsiveness: To provide a seamless experience across all devices.
• Personalisation tools: To tailor interactions and content to individual needs.
• Marketing automation: To streamline communication and nurture leads.
• Real-time inventory management: To ensure accurate stock information across all channels.

4. Empower your sales team

Your sales team plays a vital role in the omnichannel experience. Equip them with the tools and training they need to sell effectively across different channels. This includes:

• Access to customer data: Provide them with a 360-degree view of the customer, including their online and offline interactions.
• Omnichannel communication tools: Enable them to communicate with customers through their preferred channels, whether it's email, phone, or online chat.
• Product knowledge and training: Ensure they are knowledgeable about your products and services and can answer customer questions effectively.

5. Continuously measure and optimise

Omnichannel is an ongoing process, not a one-time implementation. Continuously track key metrics to measure the effectiveness of your strategy and identify areas for improvement. This could include:

• Website traffic and conversion rates: To assess the effectiveness of your online presence.
• Customer satisfaction scores: To measure customer happiness and identify areas for improvement.
• Sales performance across channels: To track the impact of your omnichannel strategy on revenue.

Use this data to make data-driven adjustments and optimise your approach over time.

By partnering with an experienced ecommerce platform provider, you can get the guidance and support you need to implement a successful omnichannel strategy. Want to learn more about how Comgem can help you achieve omnichannel success? Visit our website to explore our platform's features and download our free resources. By following these best practices, you can create a winning omnichannel strategy that delivers a superior customer experience and drives business growth.

Conclusion

The B2B landscape is rapidly evolving, and customer expectations are changing along with it. Omnichannel selling is no longer a nice-to-have, but a necessity for B2B businesses that want to stay competitive and thrive in the digital age.

By embracing a customer-centric approach and leveraging the right technology, you can create a seamless and engaging omnichannel experience that delights your customers and drives business growth. Remember the key takeaways from this guide:

• Understand your customers: Conduct thorough research to gain insights into their needs and preferences.
• Map the customer journey: Identify key touchpoints and areas for improvement.
• Invest in a robust ecommerce platform: Choose a platform with omnichannel capabilities that can integrate with your existing systems.
• Empower your sales team: Provide them with the tools and training they need to sell effectively across all channels.
• Continuously measure and optimise: Track key metrics and make data-driven adjustments to improve your strategy over time.

Omnichannel selling is an investment in the future of your business. It's about creating a more efficient, customer-centric, and ultimately, more profitable way of doing business.

Don't get left behind in the rapidly evolving B2B landscape. Book a demo with Comgem today and discover how our platform can help you create a seamless customer journey and achieve your business goals.