Digital Transformation in B2B Procurement: Navigating the Post-Pandemic Market

Digital Transformation in B2B Procurement: Navigating the Post-Pandemic Market

Digital Transformation in B2B Procurement: Navigating the Post-Pandemic Market

The pandemic has undoubtedly changed consumers buying behaviour, but its impact extends far beyond the retail landscape, infiltrating the B2B sector as well. According to the research conducted by Sana Commerce, detailed in their 2021 whitepaper 'New Rules for Buying'…

  • 87% of B2B buyers will go online to identify new suppliers (up from 78%)
  • 74% will review a company’s web store to evaluate them (up from 60%)
  • 79% will place their order online (up from 70%)
  • 77% reorder online (up from 72%)

These statistics highlight a pronounced shift towards digital platforms within B2B procurement, emphasising the serious need for B2B suppliers to evolve quickly and strategically to keep up with clients' changing digital preferences. This digital pivot is not temporary. It’s here to stay. If you’re a B2B supplier, you must adapt quickly if you want to thrive.

 

B2B Buying Behaviour Statistics

Here are several recommendations for you to consider to align with these behavioural changes:

  1. Invest in your online presence: If your site is still just an informational website, it’s time for an upgrade and turn it into an efficient and effective lead generation tool.
    • Optimise Website for Discovery: With 87% of buyers beginning their search online, having an SEO-optimised website that ranks well in search results is important. Consider investing in keyword research specific to your industry, and make sure your website's content addresses the problems and needs of your target audience.
    • User-Friendly Design: Make sure that your website is accessible, easy to navigate and offers a smooth user experience. A well-designed website that facilitates easy discovery of products and information significantly impacts the evaluation process.
  1. Enhance Digital Sales Channels
    • E-commerce Capabilities: As 79% of orders and 77% of reorders are being placed online, it's essential to have a robust e-commerce platform. This includes features like detailed product descriptions, customer reviews, easy navigation, and secure payment options.
    • Personalisation: Use data analytics to offer personalised experiences to your buyers. Tailored product recommendations and content can improve engagement and conversion rates. 
  1. Focus on Content Marketing
    • Educational Content: With more buyers researching suppliers online, providing valuable content that educates your audience about your products, industry trends, and solutions can help establish your brand as a thought leader.
    • Case Studies and Testimonials: Sharing success stories and customer testimonials on your website can help in building trust and influencing the evaluation process.
  1. Invest in Digital Marketing Strategies
    • SEO and PPC Campaigns: Invest in search engine optimisation (SEO) and pay-per-click (PPC) advertising campaigns to increase visibility and drive traffic to your website. Ensure that this is tailored to your target market.
    • Social Media Marketing: Use social media platforms to connect with potential buyers, share valuable content, and drive traffic to your website. LinkedIn, in particular, is a powerful tool for B2B marketing.
  1. Enhance Customer Support and Experience
    • Online Support: Offer comprehensive online support options such as live chat, FAQs, and support tickets to assist buyers throughout their purchase journey.
    • Feedback Loops: Implement systems to gather customer feedback on your online services and use this data to make continuous improvements.
  1. Leverage Technology and Automation
    • CRM and ERP Integration: Streamline operations and improve customer interactions by integrating your e-commerce platform with customer relationship management (CRM) and enterprise resource planning (ERP) systems.
    • Automation: Use automation for repetitive tasks such as order processing, inventory management, and customer notifications to improve efficiency and reduce errors.

 

The recommendations above may sound generic, but it's surprising the number of businesses that have not implemented them.

By focusing on improving your online presence, digital sales channels, content marketing strategies, and customer support, you can better meet the needs of your digitally savvy buyers. Staying ahead and continually adapting to trends will be key to maintaining competitiveness in the changing B2B marketplace.

Sources:

“Sana-Commerce.” New rules for  B2B buying, November 1, 2021. https://tinyurl.com/h3ntdfhx

 

Author

Hope Varnes is a Chartere Marketer with over 15 years experience in digital marketing. She is specialises in Google Ads, PPC, content marketing, and marketing strategy. She has a Master’s in Digital Marketing and eCommerce and is Google Certified. She is an expert in leveraging digital platforms to drive brand awareness, lead generation, and revenue growth.