Take control of your digital commerce and grow your business

Digital commerce for B2B tech companies: How to capitalise on digital opportunities for growth

In a digital world where B2B sales are becoming more complex and competitive, it's more important than ever to be at the forefront of how you utilise digital platforms, data and technology to drive growth. This is especially true for tech companies.

But how do you take control of the digital journey? How do you ensure that your commerce solutions are not only up to date, but actually generate results that can be felt in your bottom line? We take a closer look in this article.

The digital commerce landscape is changing fast

More companies - even in the classic industrial sector - are investing heavily in digital solutions. Not only webshops in the traditional sense, but also configuration tools, self-service portals, sales platforms and integrations with ERP, CRM and product systems.

All to make the sales process easier, faster and more efficient - both for the customer and within the organisation.

But how do you know what actually works? And when is it time to upgrade your current systems?

3 questions you should ask yourself

1. Do your customers have access to quick and easy information about your products - even without speaking to a salesperson?
2. Is it easy for both new and existing customers to order or re-order directly online?
3. Are your sales data and customer insights connected so you can make decisions based on real needs?

If you can't answer yes to all three questions, there is most likely room for improvement.

Create a digital commerce journey focused on the customer experience

Digital commerce is not just about being able to shop online. It's about the entire customer experience - from the first website visit to after-sales service, support and upselling.

This requires thinking through the customer journey in terms of function, technology and communication. For most B2B customers - especially those in technical industries - the easier it is to find specifications, pricing and ordering details, the more likely a sale will be made.

Here's how you can optimise the customer experience:

• Make it easy to find technical specifications, datasheets and product variations
• Provide 24/7 access to quotes, prices and orders via a self-service portal
• Ensure seamless integration with your ERP and CRM system so data is updated automatically
• Think marketing automation and personalisation so visitors get relevant input

Design should be functional - not just pretty

In the B2B world, design isn't about impressing. It's about functioning. Your digital expression - your website, product display, customer portal - must be user-centred and support the sales process.

This means, among other things:

• Information should be easy to skim - think bullet points, headings, tables and logical organisation
• Navigation must be intuitive - for the buyer, technician and decision maker
• Mobile solutions must work as well as desktop - many B2B buyers work remotely

For many technical companies, it's also about showing complexity in a simple way. A nut system, a compressed air system or a sensor solution must be presented so that the customer understands how it works - preferably with graphics, configuration and examples.

Customers expect more - and your digital solutions must deliver

Today's businesses - including those in industry - have realised that the traditional sales model of sales meetings and phone calls is no longer enough. That's why it's important to offer digital solutions that both support the modern buyer and free up time for your sales team.

Features B2B tech companies should consider:

• A digital platform where customers can get quotes, adjust items and complete orders themselves
• Advanced product configurators allow the end user to customise the product as needed
• Integration to inventory system so stock status is always up-to-date
• Possibility of order history and quick repeat of previous orders
• Login-protected partner universe with catalogues, technical documentation and support material

The future of digital commerce is data-driven

One of the biggest benefits of digital commerce solutions is that you get access to valuable data. You can see which products are most searched for, who visits which pages, which industries buy what - and optimise your efforts going forward.

But data is only worth something if you actively use it.

How the most successful organisations work with data:

• They collect data from website, webshop and campaigns in one place
• They use data to prioritise sales efforts, develop new products and target marketing
• They use artificial intelligence to predict customer behaviour and identify lead scoring

We typically see that companies that invest in understanding and utilising their data get a significantly better ROI on their digital investments.

It's not about platform - it's about strategy

There are many digital platforms and systems, but the tools themselves are not the solution. It's about creating a strategy where technology and business go hand in hand.

We recommend that you start with a simple but effective strategy:

• Prioritise what has the biggest impact on sales and user experience
• Test and measure continuously - let the data guide your decisions
• Think scalable solutions that can keep up with your growth

Is a large complex platform necessary to get started? No, it isn't. The companies that succeed often start simple. The most important thing is that all parts of the solution work together and make everyday life better - for both customers and employees.

Are you ready for the next step?

If your customers lack easy access to information, re-ordering or technical documentation; if your salespeople spend too much time on manual tasks; or if you feel your digital solutions are not supporting growth - then it might be time to take a closer look at your digital strategy.

Digital commerce isn't just for webshops and retail. Technical B2B companies can - and should - use it as a strategic advantage.

Want to learn more about how you can get a digital commerce solution that fits your business? Then get in touch with us. We help ambitious tech companies maximise their data, digital channels and customer journeys.