Of course, B2B digital experiences are different – and more complex – than consumer experiences. Product customizations, order minimums, pricing, returns, logistics, and sales cycles are all more complicated.
Getting it right is paramount - buyer journeys are centered on completing essential job tasks. Your mission is to make the buying experience easy, secure, and satisfying.
At Whereoware, we’ve specialized in getting the B2B buying experience right for 20+ years.
Let’s explore: what buyers expect, what technology you need to deliver, and how to choose a website platform and solution partner to make the buying process simple and satisfying for your customers in our comprehensive B2B Digital Experiences Guide.
E-commerce replaces traditional restrictions with endless opportunities – your customers gain flexibility to buy and you drive revenue around the clock. Set yourself up to deliver on new customer expectations and always-on sales cycles.
At a minimum, you need a strong B2B e-commerce website, built with powerful self-service features, making it easy for your customers to find products, complete purchases, and answer questions on their own.
You need self-serve customer Portals to create sticky customer relationships and streamline order-taking and invoicing. Give your customers and sales reps tools to manage their business better to become their go-to vendor.
Finally, you must choose a platform and agency partner to manage, optimize, test, and scale for future goals.
To Build a Lasting B2B Foundation, You Need -
A Strong, UX-optimized E-commerce Website
Secure and User-Friendly Portals
The Right Website Platform and Solution Partner
What is Required: A Strong B2B E-Commerce Website
B2B e-commerce websites must be cemented in precision findability – customers are rarely browsing for fun, but seeking to fulfil inventory or complete job responsibilities.
A secure, fast, and UX-optimized website enables buyers to quickly complete critical tasks, without frustration. Far from comprehensive...
An Elevated B2B website Experience -
Combines a streamlined navigation, thoughtful design, and clear calls-to-action to guide users to explore the site, take action, and achieve desired outcomes.
Conveys your story, POV, and value proposition at-a-glance, bringing customers behind-the-scenes to engage with your brand.
Offers multiple ways to browse, with intuitive product categories, clear product filters, robust search, and recommendation engines to help users discover information and products.
Makes it simple for customersto solicit helpor get-in-touch, like easy-to-find FAQ, contact forms, customer service information, or chatbots.
Is continuously and easily optimized to improve user experience (UX) and search engine rankings.
Enables data capture, analytics, and experimentation / testing capabilities.
Is fast, secure, and trustworthy, cementing credibility with proof points (like certifications, security seals, or client testimonials) and using visual cues (like loading icons) to reduce friction.
The B2B sales landscape is multi-layered, with tradeshow markets, e-commerce, customer service, and sales reps all playing a part to acquire and retain customers.
A common misconception says setting up a powerful e-commerce channel is direct competition for the sales team, and therefore the self-service capabilities should be diluted, to drive customers from visiting a “brochure-style” website into the arms of the sales rep for the final sale.
This myth creates unnecessary silos that are detrimental to all sales channels. Ultimately, the decision of where to buy is up to your customers, and they increasingly want options - McKinsey found that customers used up to 10 channels across their buying decision, and 72% of B2B companies that sell via seven or more channels grew their market share in 2021.
Instead of fighting a losing battle, adopt the mindset that together, we’re driving sales from any channel. Done right, e-commerce offers new customer insights and advantages to inform and empower sales reps to have more profitable sales meetings.
Fact - Self-Service Empowers Your Sales Reps
To align all your channels, e-commerce must be set up to give sales and customer service reps greater capability to purchase on their clients’ behalf and data on how their customers are browsing and buying from the website.
The website becomes a source of knowledge and through AI and automation, can facilitate more productive outcomes for reps and CSRs, including helping them prioritize sales calls for customers most ready to buy. Intuitive and feature-rich portals are key.
Sales Rep Portal Dashboards Can Include -
Number of active customers
High-level customer overview
“Hot” or priority list (lead score / last activity date)
Tech is Half the Equation. You Need the Right Partner.
Unlike competitors, Whereoware doesn't simply build a site and hand it to the client to “figure it out”.
We design and build on-brand and elegant websites, optimized to deliver an exceptional user experience; fueled by marketing and integrated strategy to drive revenue and achieve desired outcomes. (We have your back and are invested in your continuous success.)
For example, we transformed client Creative Co-Op's digital experience by building three highly integrated multi-sites for their brands Creative Co-Op, Illume, and Bloomingville on the sophisticated Optimizely DXP. Marrying all three retailer audiences, customer activity data is shared to provide personalized product recommendations and search results, while customers can also add-to-cart and checkout from a single shopping cart - enhancing the customer experience for every shopper.
Prefer to Play the Field? We Get It!
Below are questions to ask a potential partner to find the right match for your business.
At Whereoware, we’re always happy to sit with prospective clients and their vendor to answer these questions – if your service provider or vendors isn’t, you should be cautious.
By setting expectations for the project and relationship early-on, we can be completely transparent, identify challenges, and offer solutions to ensure success.
Questions to Ask to Choose the Right Agency
Do you have past performance in my selected DXP?
Are you a partner of my selected DXP? How do all parties in the partnership get paid?
What developer specializations do you have?
How do you handle scope- or budget creep?
What other vendors are in your partner ecosystem?
Who will handle ongoing concerns, like data security?
Do you provide ongoing digital services, like marketing, paid media, SEO, email, or other tactics to ensure success?
How easily can I get in touch, if I need help or an issue arises?
In a Nutshell
Your B2B buyers have spoken – they demand modern, digital-first, self-serve e-commerce options and an excellent user experience.
They’re putting their money where their mouth is - 94% of B2B buyers agree their company prefers to work with suppliers that continuously evolve their digital capabilities.
Ignoring their demands risks losing their loyalty. 85% of B2B buyers said they’d turn to a competitor if their suppliers’ digital channel can’t keep up.
Staying competitive and profitable means delivering an elevated e-commerce experience that empowers buyers, sales reps, and internal teams to efficiently browse, buy, engage, update, and inquire – all on their own terms.
Combining a powerful DXP with the right agency partner makes this vision a reality; future-proofing your digital experience to scale with shifting business goals and buyers’ evolving expectations.
We Can Help You
Whether you’re unsure what to do next, interested in discussing these learnings with a peer, or ready to kickstart the next chapter of your digital transformation, we’re here to help, complete our form below to connect with us.