B2B industry

Omnichannel will drive the B2B winners of the future

Personalization in B2B

B2B is a tradition-bound field.  

Customers are few but big, sales are orchestrated by salespeople, and an e-commerce site is a nice-to-have, not a need-to-have.  

Well, that picture is rapidly changing.  

B2B is quickly moving away from the traditional in-person sales interaction towards digital sales. B2C has accustomed buyers to highly tuned e-commerce sites and several channels to interact with.  

Here are the facts:

B2B customers now use 10 or more channels to interact with suppliers, up from just five channels in 2016. 

44% of millennials prefer no contact with B2B sales reps. 

Only 17% of the purchase journey is spent talking to salespeople – and the rest is spent doing research online. 

This means that personalized user journeys are essential – not least in industries with fewer, bigger customers that you can’t afford to lose.

"We chose Raptor because it was the best technical fit for us and our maturity within this area. We had never worked with personalization before, and Raptor made it easy for us to get started."

Simon Zielinski, Senior Martech Specialist, Lemvigh-Müller

Recommend on user-level and account-level

In B2B, multiple users often make purchases from one account. In Raptor’s personalization engine recognizes both user IDs and the shared account when making recommendations.

This means that you can:

  1. Make recommendations catered to each user’s role.
  2. Recommend based on the colleague’s buy history
  3. Avoid sending automated trigger e-mails to anyone other than the relevant user.

Show your users a wider range of your portfolio

Is 80% of your revenue generated by 20% of your product range?

Personalization helps you expose your buyers to a wider range of your portfolio. Either show them different brands than they’re used to or try to move them from primary to secondary categories.

You can also make sure compatible products are shown together, much improving the buying experience online.

Avoid churn by tracking Customer Lifetime Value

With fewer customers at higher value than in B2C, losing a customer can cost you millions.

A CDP allows you to keep track of Customer Lifetime Value (CLV), alerting you if your customer has missed a purchase. This way, your representatives can act fast before your customer churns in favor of a competitor.

Learn how other B2B companies boost their revenue with personalization

Lemvigh-Müller

Automated e-mails with product photos and prices generated in real time.

Bauhaus

Bauhaus created an omnichannel experience by targeting customers at the right time with maximum relevance

Carl Ras

See how Carl Ras works successfully with personalization across all touchpoints

Execute on your B2B personalization strategy – now

We see more and more B2B companies working with complex omnichannel strategies based on data-driven decisions.

You know that you simply cannot copy a B2C approach into the B2B world – but you can lean on and adapt the way of working with personalization. Even with complex products.

We have been working with several different B2B brands and can tailor a solution specific to your business and sales process.

Customer Data Platform

Connect all your data sources to create a 360° Single Customer View

E-mail & Triggers

Personalized products and content in e-mails and behavioral triggers

Website Personalization

Product- & content recommendations for web and search

Merchandising

Use your recommendation modules as advertising space

Advertising Personalization

Stand out in your advertising channels with personalized ads

Want to hear more about how we can help future-proof your business with premium personalization and data activation?

Join our B2B customers