B2B Commerce Needs a 21st-Century Upgrade

Marketing and selling to the right audience has been simplified by tailoring digital ads to shoppers with precision. However, B2B commerce marketing and sales remain low-tech. COVID-19 accelerated the shift to digital, with marketers reporting it as more effective. Millennials and Gen Z prefer digital engagements, and even the life sciences sector is making the shift.

B2B firms must take actionable steps to update their marketing and sales strategies. This can include aligning their efforts with the B2C digital sales cycle and asking Web visitors to create an account in exchange for valuable information. Digital transformation doesn't mean deprioritizing customer relationships; it can free up time for sales staff to focus on customer experience.

B2B firms must make the leap to digital marketing and sales, or risk falling behind the herd. More resources for digital transformation and B2B commerce are available online.