Mobile Experience. Mobile has come to stay and will drive the future. It is often a forgotten experience when it comes to B2B. More and more B2B users want to use mobile but, due to bad Mobile experience, this is not the most chosen preference. Remember, Mobile means more then mobile friendly website! Think about the situation when your B2B clients will order your goods, is App better then web?
User Experience. I have talked about this before. User experience is more important then ever. B2B means B2C, the experience a B2C customer wants and needs is the same as the one your B2B clients demands. Experience drives sales and loyalty both in B2B and B2C.
Messages. Have you ever visited a website where you always get the wrong message or keep getting a popup? Most people have, and what do they do? They leave! Remember: the message needs to be at point and in the correct form. Never ever annoy your clients by sending the wrong way or by relaying too many messages at once.
Omnichannel. I really hate bring is up, but a lot of companies still have not learned it. Omnichannel is here to stay and you need to deliver on it or have a development schedule for it. If you want to keep omnichannel simple just think: Omnichannel is about where your client meets your brand. Focus on those touchpoints before moving on and making it too complex.
SLA!. Have you ever been looking at your B2B SLA ? When it comes to load time? Service? Ordering process? My guess is not. SLA is important and even more important since the rise of E-Commerce and Experience based sales in both B2B and B2C. SLA will keep you on point and on service. It will help you define your Service level.
Local client, local needs. It is a funny thing; I bring this up often and every one looks at me like I am a idiot. But the thing about it, if you are going to buy products: Will you choose the site that delivers product description in your language? Or one in a general language? Localization will drive sales, but, more important, it will drive loyalty and traffic.
Legal compliance. Do you ever check if your E-Commerce B2B lives up to the current law in every market? I guess not, but the GDPR has put legal on the map when it comes to B2C and, as B2B, you still need to meet the legal demands of the world around you.
Shipping. Lets keep this one simple. Ship your products wherever your clients are and meet the local demands!
Anders Holmberg Lange is the Co-Founder of Entername, a company with the core belief that strategy should be simple, understandable and evolving. Designing 360 digital campaigns and leading selected clients from digital transformation to digital excellence in Marketing, business and sales.
Anders has been working with major global brands the last 15 years, taking them from digital transformation to digital strategy to digital excellence and delivering double digits growth rates across the board. He worked in industries like fashion, banking, entertainment and for leisure companies. No matter there were fortune 500 companies or startups, Anders was always building around a gamification approach creating win-win strategies.