The B2B Manufacturer’s Guide to Digital Experience Transformation

Marketing B2B - B2C E-Commerce
by Heidi Unruh

As new devices and touchpoints emerge, and as Amazon’s reach widens, manufacturers and CPG companies find themselves at a crossroads. Either they rely on their partners and retailers to continue generating brand awareness, demand and customer loyalty on their behalf—or, they take matters into their own hands.

Many companies are focusing on bumping up their customer experience as part of a digital experience transformation to better engage their channels and end users. According to a 2017 Gartner Customer Experience in Marketing Survey, 81% of marketers indicate that they expect to be competing mostly or completely on the basis of customer experience by 2020. Meanwhile, another study by Dimension Data indicates that 84% of organizations who have been working to improve their customer experience have seen an increase in revenue. With all that in mind, we can say one thing for sure; a website is no longer enough for manufacturers to stand out. On the contrary, to succeed, your customer experience needs to be far more ambitious, and also extend into the realm of digital commerce.

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A new ebook published by e-Spirit provides insight into 10 key areas that manufacturers should focus on as part of their digital experience strategy to better engage partners and customers and accelerate time to revenue. A selection of these areas include:

  • The content marketing opportunity: Yes, content is still king, and it needs to be of high quality and relevance for your different audiences. For B2B manufacturers, you’ll need to create different content pieces for partners, retailers and distributors. And even more important, don’t forget content creation for your consumers, especially if you’re planning to sell directly to consumers (D2C). And for global manufacturers, you’ll need to accommodate for the local needs of your digital content including language, culture, different brands and many other factors.
  • Personalizing your audience’s experiences: From a B2B perspective, the most vital forms of personalization come in the form of globalization and localization, as well as individualized content. Content localization involves more than just ensuring your content is in the language of a specific region; it involves taking into account the unique interests and needs of that market and incorporating that into your content. AI-driven personalization solutions are key to addressing this need, breaking down data silos, and leveraging data across internal, external and behavioral sources. This data is then made accessible to non-technical users to create customer micro-segments for automated delivery of content variations.
  • The B2B Digital Commerce Opportunity: B2B e-commerce is rapidly becoming mandatory for manufacturers’ success, and the ever-increasing availability of B2B commerce platforms has helped manufacturers to accelerate their time to market in enabling digital commerce. However, one very important consideration not to overlook is the capability to create digital experiences as part of your e-commerce strategy. Tap into the power of an enterprise-class hybrid (headless+) CMS alongside of your e-commerce platform to enable easy addition of promotions, shoppable videos and other content into multiple sites, countries, languages and channels - capabilities that are not offered at a scalable level by e-commerce platforms.

Download e-Spirit’s new ebook to see all 10 areas for manufacturers to focus on for digital experience transformation, as well as examples of global manufacturing companies implementing these strategies.

Or reach out to our team to learn how e-Spirit’s hybrid CMS, the next generation in headless architecture, can accelerate your DX transformation efforts.

Download the e-Book here!

About the author

This is where you learn about Heidi and more.

Heidi Unruh
VP Marketing North America

unruh@e-Spirit.com