Modern B2B - The next phase

The technology evolution to serve unique B2B needs is accelerating, and the market will accelerate right alongside it.

Increasingly, I see a more significant application of artificial intelligence and machine learning to capture B2B first-party data, enabling companies to open the aperture on customised offerings and solutions they bring to potential and existing customers.

In line with consumer-side experiences, B2B companies are now able to better offer next-best-purchase suggestions to customers based on patterns demonstrated by other comparable customers. These recommendations do not fit the traditional sales cycle, but AI-driven data insights unlock these opportunities to gain deeper customer relationships and loyalty. The B2B companies that build these emerging decision-making capabilities into their tech, sales, and marketing roadmaps will be ahead of the curve.

Now is the moment for B2B companies to modernise. It’s one thing to struggle with changing customer behaviours in an ill-equipped environment to meet them.

The technology landscape is soon ready to enable the solutions B2B companies need to deliver. B2B customers are expecting you to provide an evolved experience, and you’ve got to rise to meet them. So B2B customers will keep moving—with or without you and your company.

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