Achieving B2C-Like Personalization in B2B E-Commerce

Picture a B2B e-commerce shopping experience that feels as personalized as a consumer landing on a big box store’s home page. Finding ways to customize each interaction to perfectly solve the clients’ pain points is complex but more than achievable when tweaked.  

With advances in artificial intelligence (AI) and machine learning, business buyers expect personalized digital experiences like their consumer counterparts. Leaders must find ways to create unique and engaging interactions while still scaling to serve other businesses. 

How to Achieve Personalization in B2B E-Commerce Marketing

Forrester’s B2B marketing predictions show that over half of transactions are moving to online self-service methods. As Millennial and Gen Z leaders move into the forefront of company leadership, they’re demanding digital touchpoints. Keeping a strong relationship with customers during the transition requires multifaceted techniques so buyers feel understood. 

Although the buying behavior of B2C customers tends to center on personal tastes and emotions, B2B buyers will also want to know that providers understand their companies and what is best for their brand. Although the underlying motivations for buying vary, B2B and B2C buyers want a convenient and intuitive customer experience. 

Below are the concepts B2B e-commerce marketers can apply to a B2B site.

1. Segment Audiences

Dividing clients into separate groups allows management to create custom catalogs on the company website that solve the specific pain points of different industry leaders. Segmentation is quite effective in B2B marketing in personalizing offers.

A B2B brand might not have details about buyer personas regarding typical career, income and behaviors, but marketing can dig into data about how much revenue a company makes, other services they utilize and how much they spend in the areas the businesses serve. 

For example, a point-of-sale software company might customize its e-commerce site by dividing customers into categories such as restaurant owners, retail stores and public services. The brand can have separate landing pages and sales funnels for each segment, driving higher engagement and conversion rates. 

2. Tap Into Data

B2C brands collect tons of data on their customers. They know everything from behaviors to the last time the person ordered from them. To personalize the buying experience for businesses, companies must dig into the details of buyer data. 

Gathering insights such as behavioral, financial, operational and transactional data is challenging. Companies may use third-party systems that cause data silos and fragmented information. 

Around 72% of B2B organizations collect data on behavior and transactions to drive better personalization on their websites. However, they still struggle with the best ways to implement the knowledge. 

One example might be a web design brand specializing in serving small business owners. Once they understand the behavior that drives small business owners to seek a website or redesign, they can tweak the language on their landing pages and implement customized calls to action (CTAs) that encourage their target audience to click through. 

3. Personalize Pricing

With consumer e-commerce, companies set pricing for what the market might bear. Figuring out the price of a shirt is fairly simple by visiting competitor sites and paying attention to what Amazon and Walmart charge.

However, for a B2B model, a company needs to price its products competitively and understand how much of a budget each lead has for the services offered. A startup might only be able to afford one service, while a more established brand might take out a full-service package.

Imagine a custom printing company serving the education sector. Asking the point of contact how much the school allocated for the job can help determine points such as full-color, four-color or black-and-white printing. Personalizing pricing boils down to the cost of items and the level of services offered.

4. Refine Order Processes

The CX industry is worth over $641 billion for a reason. The more positive a buyer feels when leaving a website, the more likely they’ll return. In B2B circles, they’re likely to tell other business owners they know and send referrals. 

The ordering process must be as simple as possible to encourage buyers to return. For example, companies can set up suggested shopping cart items based on past orders. Utilizing AI is one way to keep track of what businesses previously ordered and send reminders and automated ordering promptly. 

For example, a company selling office supplies might program their systems to reach out to customers a few weeks before they normally put in another order. The email serves as a reminder to restock and can be as simple as clicking on a link and confirming the order. For busy executives, timesavers that require only a click or two are welcome. 

Studies show around 39% of senior executives have looked to streamlining and tweaking processes as a way to increase productivity. At the same time, they’ve wanted to keep quality to improve the customer experience. Tapping into customer relationship management tools provides the insight leaders need to make decisions that improve workflow without interrupting CX.

5. Provide Suggestions and Testimonials

When a small business owner lands on an e-commerce website for the first time, they may be uncertain where to go or what they want to buy. Offering categories with customer testimonials about the products can guide them through the buyer’s journey smoothly.

An example might be an office furniture supply company selling items online. The business owner lands on the page and sees waiting room chairs, which is exactly what they need. They click on the category, and up pops a testimonial from a dentist who purchased the same model the buyer is considering.

Another option is to add a quiz so the customer can share their needs and go directly to a list of suggestions. Such tactics work well for sites such as Amazon, which recommend items based on browsing history. Companies can even ramp up the fun by offering augmented reality tools such as a furniture selector or fabric wizard so the user can see how the end product will look.

Step Into the Buyer’s Shoes

The best way to ensure a customized experience that drives sales and creates referrals is to consider what the target audience wants to see most. Which pain points drive them to visit the website? By offering an immediate solution to any problems, companies can create more engagement and higher conversion rates.