How to Make the Most of B2B Buyer Purchasing Power

When customers interact with a brand on multiple channels, those customer tend to spend more. That rather obvious realization, of course, has driven significant investment in omnichannel to date and it only stands to increase in the future.

If your company is keen on making the most of their customer's buying/purchasing power (and why wouldn't they be), it is essential to know how to optimize a digital experience (specifically an ecommerce experience) where touching multiple channels is increasingly the norm.

Andy Peebler of CloudcrazeAndy Peebler, general manager of West Region Business Development for CloudCraze, an enterprise-class B2B commerce platform built natively on Salesforce, shared some practical insights on what he believes makes some buyers so valuable and what today's B2B brands can do about it.

AP: Managing an omnichannel presence does not have to be overwhelming. This sounds basic, but it's worth repeating: 1) Define your strategy. 2) Define a plan to execute it. 3) Stick to it. 

If omnichannel engagement is required, identify a plan for unifying your CRM(s) and commerce platforms together to support these use cases. Our experience has been that a shared customer data model has a profound impact on the success of platform execution and can provide deeper customer insights to help drive cross-sell and upsell opportunities. The holistic view of the customer also informs new marketing programs, allowing for more targeted, compelling campaigns and experiences. 

Defining and executing your plan is the most critical step in establishing an omnichannel presence. Minimum viable products (MVPs) give businesses the ability to collect customer feedback and iterate the product to continually adapt and innovate based on that feedback. An iterative approach also ensures measurement of ROI is possible. Not only is ROI achieved faster, but the investment is maintained at a rapid pace making it easier to stick to your plan. Moral of the story: iterate fast, iterate often.