If succeeding in future digital commerce endeavors is a B2B enterprise’s goal, then that company needs to rethink its approach to customer engagement and how it invests in people, processes, and technology to power that engagement across all channels.

Indeed, according to new research from Forrester Consulting, B2B buyer demands have changed the game for B2B sellers. The former now expects a consistent and personalized experience in every stage of its purchasing journey. However, although many B2B sellers have made strides in developing discrete digital touchpoints, most struggle with weaving them all together with their existing channels to create a seamless omnichannel customer experience.

The research—commissioned by Accenture Interactive and SAP hybris, which surveyed 750 B2B companies and 1,307 B2B buyers across North America, Latin America, Europe, and Asia Pacific—yielded the following four main points.

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