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roadmap. This compares with tightly coupled platforms that restrict integration with other vendors and the customisation of digital experiences.
Digital merchandising and personalisation Here’s to the rise of digital merchandising. B2B businesses need multichannel shoppable content, the ability to show products across the site or within different pieces of content so it can be accessed and ordered easily.
All merchandising and content should incorporate personalisation, not just on an account level but to every user who logs in or views products. A MACH-based approach leverages AI technology to make content and products hyper-personalised, inform and predict content offering recommendations for specific buyers based on previous buying habits and drive repeat custom.
Flexibility As B2B business look to adapt and grow, they will need technology that scales with them, allows them to spin up multiple sites and experiences based on new brands or product lines, and enter new regions or markets with different currencies and languages.
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Utilising a headless content management system (CMS) within a MACH approach will let B2B businesses do this. It enables the creation and reuse of content types across different channels and digital experiences so content workf lows are streamlined and duplication of work is minimised. They can manage and apply new branding and styling, regardless of components or complexities.
DAM Capabilities B2B businesses utilise different content and media types to showcase products and highlight product details. To help with this, a powerful digital asset manager (DAM) is paramount, and using MACH allows for easy integration with the existing CMS and the rest of the technology stack. The DAM needs to be highly performant to deliver to any channel at speed, export at speed and distribute to third parties and offer proper search functionality.
B2B businesses are on the cusp of realising all the benefits of modern technology. With the right approach and a CMS working with MACH technology their content, digital channels and the workload will be fully streamlined, leaving them free to reap the rewards of a bigger and more satisfied customer base.
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