5 B2B Digital Experience Trends to Transform Your Business

B2B digital experience (DX) remains one of the top priorities for B2B businesses around the globe. We’ve noticed our own clients’ urgency to embrace a digital sales environment, especially since McKinsey & Company shared that “more than three quarters of buyers and sellers say they now prefer digital self-serve and remote human engagement over face-to-face interactions.” As digital transformation continues to accelerate, our DX team has continued to see the following trends remain a priority while collaborating with our clients to optimize their digital presence.

1. User experience (UX)

UX continues to be a top priority for B2B buyers. There is an increased focus on creating intelligent, intuitive design and seamless user journeys. This compelled our DX team to leverage the platform Figma to expand our team collaboration in rapidly delivering better design systems and web, mobile, and product interfaces with consistency across our client brands.

2. Personalization and customization

In the world of digital interactions, there has been a continued shift toward personalization and customization. B2B buyers (and all buyers) increasingly want a unique, tailored experience on sellers’ websites, and are looking for features like personalized experiences, custom product information and dynamic pricing (if it’s in their favor). When a user is unknown, they expect intuitive interfaces; once they give you any information (behavioral or voluntary), they expect you to remember and customize their experience based on that. Getting this part right helps with conversions and with turning customers into repeat customers and evangelists. We’re constantly working toward identifying the best ways for our clients to take advantage of the experimentation and personalization options their platforms offer (and getting them into different platforms if needed).

3. Real-time tracking and predictive analytics

In 2021, the predictive analytics market was valued at $10.5 billion. It is estimated to grow to $28.1 billion by 2026, according to MarketsandMarkets. Our clients continue to lean on our data and insights team for more advanced solutions that can help them make data-driven decisions. This includes implementing tools that provide real-time tracking and analysis of marketing campaigns and product analytics to help identify trends and opportunities for R&D and how they show up in the marketplace. As we continue to create ways to get impactful data, our team is constantly revising our processes to create market maps (drastically shrinking generation time) and has redefined our reporting tiers to better support our different work types as well as client budgets. Additionally, we’re fully leveraging data visualization to make larger corpora of complex data sets easily digestible and actionable.

4. Custom app development

Custom app development is on the rise as B2B buyers increasingly rely on web and mobile apps to manage their businesses and communicate with clients. We’ve seen a growing demand for apps that integrate with existing systems and provide valuable, supplemental interactions. Custom apps allow you to create “beyond the core” of the typical marketing and content delivery apps with something that is more bespoke to your brand and uniquely impactful to your customers.

5. AI

OpenAI is all the rage and is worth checking out. OpenAI can do virtually any task that involves understanding or generating natural language or code. It can help you get a head start on an email, article or presentation that needs to incorporate a background of general information, or it can help you write or correct simple bits of code. The technology is far from replacing developers or copywriters, but it can be an incredibly useful tool for both. B2B brands are also using AI to combine data, offer data segmentation and assist in lead management. There are several successful companies built largely or entirely on GPT-3.

While OpenAI might not be something you’re dying to integrate with your ecosystem for security, privacy or other reasons, AI is here to stay. There are many ways outside of integrating open-source tools to apply AI to your CX and tech stack, whether it’s in customer service, search and solution finders, or using it on the back end to generate content at scale and create consistency of brand voice and compliance.

Overall, the digital experience landscape is constantly changing, and it’s important for B2B businesses and their agencies to stay on top of these trends. You can get in touch with our DX team to discuss how we can use these trends to optimize your digital presence and drive successful marketing campaigns.