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The technology B2B businesses need to survive
The operating models of B2B businesses are quite different to those in the B2C world, primarily because they have been slower to adopt new technology throughout the sales process. Field sales representatives drum up new business and drive repeat custom while tradeshows, showrooms and catalogues do the job of displaying products to prospective accounts.
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f they are to progress, B2B businesses must look to new technology to enhance their sales pipeline, nurture loyalty amongst customers, and market both products and the brand.
Change is already afoot. The B2B buyer of old is now being replaced with a new generation of digitally savvy buyers, living in a connected, social world where they expect engaging, real time experiences online when they buy. They are B2C buyers inherently and when they go online to make B2B purchases they want to be met with the same seamless customer experience. But because of the ingrained and traditional sales methods and funnels of the B2B world, they are often disappointed.
Fortunately, the global pandemic has shaken things up. Shoppers were given no other choice but to head online when stores closed. Retailers and brands pivoted their efforts towards eCommerce and the B2B world also had to shift. No more in-person sales. Field representatives were grounded indefinitely, and any large expos were postponed or cancelled. Now more than ever the difference in buying behaviours between B2C and B2B buyers has blurred and all businesses must adapt.
homeofdirectcommerce.com | Direct Commerce
Enter a wealth of competition Like the explosion of competition in the B2C eCommerce world, B2B businesses are feeling the heat.
Today’s connected customer can buy from anywhere and leverage exchange rates that benefit them when purchasing from overseas. They can access more suppliers and get stock when they need it.
With this, burgeoning B2B marketplaces and Amazon being thrown into the mix, B2B businesses have a lot more to contend with.
The answer to competing is technology, specifically modern day, MACH-based (microservices, API first, cloud native, headless) technology that gives businesses the agility, scale and flexibility they need to keep up, adapt quickly and grow.
A MACH approach allows the frontend and backend of a company’s architecture to be separated, so businesses can stitch together a stack comprising best-of-breed vendors with solutions the company needs and that align with its
By James Brooke, CEO, Amplience
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