B2B Buyers Demand Seamless Journeys
A new Digital Commerce 360 Q&A highlights why omnichannel is becoming indispensable in the B2B sector, as buyers increasingly expect the same seamless, personalized experiences they enjoy in B2C retail.
Forward-thinking companies in industries like manufacturing, industrial distribution and healthcare supply are setting the pace. These sectors are moving beyond basic ecommerce, instead integrating digital platforms with ERP, CRM and field sales systems to ensure buyers can transition smoothly across online, phone and in-person channels.
Aligning Sales, Marketing, and Service Around the Buyer
A key takeaway from the Q&A is that successful B2B teams are aligning sales, marketing and service functions around the buyer journey. By doing so, they ensure consistent messaging, faster response times and a stronger overall customer experience.
To support this shift, companies are leveraging buyer intent and sales intelligence platforms, which are tools that give sales and marketing insight into the buyer journey before the first phone call. This intelligence allows teams to anticipate customer needs and personalize engagements more effectively.
Upskilling for Omnichannel Success
The report stresses that the tools alone are not enough. Companies are investing in upskilling employees so that teams not only know how to use platforms but also understand how to “speak the language of today’s customer.”
For B2B organizations, this often means retraining sales reps who traditionally thrived in relationship-based environments to also excel in digital-first, data-driven interactions.
Lessons From B2C Retail
Much of the innovation in B2B omnichannel strategy comes from borrowing best practices from B2C leaders. Features such as ease of use, personalization and self-service options are increasingly expected across B2B touchpoints. The companies that can deliver these experiences consistently – whether online or offline – are positioning themselves ahead of the curve.
Looking Ahead
As omnichannel becomes mission-critical, the companies that succeed will be those that balance human expertise with digital integration. For B2B buyers, the expectation is clear: every touchpoint should feel connected, convenient and customer-first.
