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Why Integrating Content And Commerce Is Crucial for B2B

Content plays a significant role in converting browsers into buyers, especially for B2B commerce. In fact, 65% of B2B buyers start their purchase journey by researching search engines. However, the more eye-opening stat is that 16% of B2B buyers make their final purchases from industry distributor sites that provide the most credible product details and information.1
Providing an omni-channel experience for B2B buyers is increasingly important, and to achieve this, content and commerce teams within B2B organizations must work together to deliver valuable content and engaging customer experiences. Historically, these teams have worked in silos, resulting in the dreaded “two-site” syndrome, where marketers and eCommerce teams manage entirely separate and disconnected digital points of presence.
Because of the increasing influence of content on purchase decisions, B2B organizations are now focusing their attention on merging content and commerce solutions. Here are few reasons for you should consider taking on this initiative:

More complex content required for B2B selling

Buyers typically expect more information from B2B commerce sites, including specification sheets, compatible/replacement products, diagrams, schematics, regulatory information, and hazardous material information. Providing this additional content in a single, simplified view to help buyers make informed decisions is a tall order.

Growing brand awareness

Businesses need content to build and enhance brand awareness, with the ability to apply this quickly and consistently across channels, including eCommerce. Buyers expect a seamless experience regardless of where they land on your site, and your business needs the agility to rapidly build and deliver these experiences.

Increased focus on converting leads to sales

B2B sales cycles are notoriously long. By providing relevant and valuable information to buyers, you can shorten their journey from research to purchase.

Increasing expectations of B2B customers for a mobile and simplified buying experience

B2B sellers traditionally haven’t embraced mobile, but that trend is quickly changing due to demands from buyers.

61% of B2B buyers research purchases from their smartphones1

Because mobile is a viable platform for reaching, selling to and servicing B2B customers, nearly one-half of companies are actively investing in mobile infrastructure.2
Bottom line: B2B buyers expect easy-to-navigate, intuitive interfaces because they know what the customer experience has the potential to be. Additionally, improving the experience has the potential to increase your revenue – 60% of B2B executives said their customers spend more overall when they touch multiple channels.3
Learn more about the influence of content and commerce for B2B enterprises in our latest guide, Transforming the Digital Experience for B2B Commerce. You will also gain insight on:

  • The impact of digital on B2B sales channels
  • Why B2B companies need an omni-channel strategy
  • The path to converging content and commerce

1 Forrester/Internet Retailer Q1 2017 B2B Buy-Side Online Survey
2 “B2B eCommerce: A Trillion Dollars for the Taking,” Forrester
3 “The Case for Omni-channel B2B,” Forrester

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Stephanie Gallina, Senior Manager, Microsoft + CXC Partner Marketing

Stephanie has more than 15 years' experience in marketing communications, leading and executing marketing strategies for corporate and non-profit organizations. She elevates the awareness of relevant digital solution topics and thought leadership for Perficient.

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