What is important for B2B customers?
B2B customers are guided by factors other than B2C when making a purchase, as the goals are different. While B2C focuses on enjoying the product, B2B focuses on quality, simplicity and benefit of the product; they value business process optimization and reliability and strive for an effective experience that helps them grow. To satisfy a B2B user and meet all their needs, all processes must be as automated as possible. It should not only be a user-friendly interface, with customized filters, but also an easy paper processing, clear pricing and one-click payment.
For a long time, personalization in B2B meant only individual terms of contracts: volume, price, deadline. Today this term has a much broader meaning: for example, the ability to create specialized offers for various clients within the same industry. How does it work?
Let's imagine you have two clients and both of them are furniture manufacturing companies. One produces tables for offices, and the other – custom-made kitchens. Knowing their specifics, you can offer the first client more favorable conditions for large volumes of wooden materials, and the second one – specialized equipment, logistics service and discount on small-scale wholesale.
Be prepared that more and more B2B companies will experiment with different technologies of precise targeting, and keep your hand on the pulse to keep up with the competition.