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TACKLING FIVE

B2B COMMERCE

CHALLENGES

Text: Nico Hoeijmans // Photos: istock

B2B specialists, in general, are very careful when it comes to sharing information with

others. At the same time, digital commerce adventurers within those B2B companies
demonstrate a great need to exchange experiences and discuss challenges with peers in order
to accelerate (online) growth. In this article, you will find tips and possible solutions to five
B2B commerce challenges.

Product information as an important conversion strategy, handling employee pushback, building or onboarding
1 trigger in B2B digital commerce expertise to lead digitisation initiatives, breaking through the
clusters inside an organisation and making the most of a poten-
Reliable and detailed product information is one of the most tially limited budget.
important triggers in purchasing an item online. Good content
is not only a conversion rate booster but is also essential for Six recommendations for a successful digitisation transformation
building a long-term online B2B relationship. By providing • Get C-level management on board. It is essential that C-level
accurate and relevant content in the after-sales phase, you will management believes in the success of the transformation
keep adding value for your customers. This strengthens the bond • Convince sub-C-level management. They orchestrate projects
to your brand. and ideas and help with the actual change.
• Don’t place too much emphasis on a traditional business plan
Six product information recommendations or ROI. It is the realisation that transformation is necessary
• Find out for what purpose you will be using product that counts first.
information—internally or externally—and focus on • Employ people with an affinity to act as ambassadors for your
customers’ needs first. digitisation transformation.
• Develop a clear understanding of your customers’ journey. • Set up a multidisciplinary team with different talents (market-
• Collect and enrich article data and provide high-quality ing, sales, customer service). If this team thinks outside-in,
product images. from a customer’s point of view, ideas for new digital services
• Design good data infrastructure, integrate a powerful Product that add value for those customers to come naturally.
Information Management (PIM) solution. • Connect clusters inside your organisation and communicate the
• Change your mindset to a data-driven organisation process of your dig-
• Appoint content owners who are responsible for accurate itisation initiatives.
product information. E.g. the marketing department.

2. Tackling organisational challenges in B2B digital
commerce
For a B2B organisation, standing still is no option. The competi-
tive landscape is rapidly changing. It is necessary to prioritise
digital transformation and develop strategies for long-term
growth. But how do you encounter digitisation? And which
challenges will you face? Amongst the top challenges in digital
transformation processes are the development of an overall

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