Personalization in B2B and how it differs from B2C

B2B e-commerce has made the breakthrough: According to a study by Adobe , 74% of B2B companies expect their websites to generate more than half of their sales in 2023. With e-commerce adoption continuing to rise, it is no longer enough for B2B merchants to simply open up new sales channels – they now also have to meet customer expectations for personalized, tailored experiences from product discovery through fulfillment.

This means that personalization in B2B has shifted from basic to comprehensive approaches. B2B companies no longer underestimate the data they collect on their e-commerce websites. In fact, they are now using this data deliberately.

With this data, they tune in to buyer behavior on e-commerce websites in order to equip marketing and sales with insights into the interests and needs of their customers. Whether the buyer recently logged in, searched for a product, or viewed a category, this data can be used to sharpen strategies and personalize the B2B e-commerce experience by:

• triggering automated messages to buyers before and after a purchase,

• analyzing what buyers are searching for and which search terms they use,

• showing customers what similar buyers are purchasing,

• identifying categories in which sales are rising or falling, and thus anticipating customer preferences and needs much faster than with market research.

How and Why B2B Personalization Differs from B2C

A B2B buyer is very different from a B2C shopper. B2B sellers must segment registered users not only by their company or industry, but also by their role within the purchasing organization.

For example, customers of the packaging manufacturer must be logged in to see prices that their company has negotiated. Sellers also limit the items they show customers to those on their company's approved list, or they highlight products that customers with similar profiles have purchased.

Personalization by the buyer's industry is also an important tactic. For example, an engine manufacturer will want to show a lawn mower manufacturer different products and content than a company that produces conveyor systems for warehouses.

Personalization goes beyond the on-site experience (page content and merchandising) and includes marketing campaigns, communications, and other channels.

Personalization Is Not Possible Without Effective Data Management

E-commerce generates mountains of data about every visitor – including behavioral, transactional, financial, operational, and third-party data – which form the foundation for personalization. Put simply: Without effective data management, good personalization is not possible.

So while most companies collect behavioral and transactional data from their e-commerce websites, fewer companies combine their commerce data with information from back-end systems such as ERP (Enterprise Resource Planning), CRM (Customer Relationship Management), or HRM (Human Resources Management) to get a more complete picture of the buyer. Those that do have a competitive advantage.

The Importance of Data Privacy and Compliance

As the volume of data grows, so does companies' responsibility with regard to data privacy and compliance. Companies must ensure that they comply with data protection laws such as the GDPR and other regional regulations. Some companies have already begun appointing Chief Privacy Officers (CPOs) to take on these tasks.

It is important that companies are transparent about how they use data and that they give users control over their data. Consumers are increasingly data-aware and expect their information to be handled securely and responsibly.

B2B Personalization with ACCELERAID

The innovative AI products from Acceleraid, such as the “Customer Data & Transaction Platform” and the “Personalization Engine,” can be key tools for companies that want to optimize their B2B e-commerce activities through targeted personalization and efficient data integration.

By linking different data sources, the “Customer Data & Transaction Platform” enables seamless synchronization and quality assurance of customer data, which not only saves time and resources but also provides a solid foundation for well-informed business decisions. The added benefit of data privacy and compliance makes Acceleraid a reliable partner in the digital landscape.

The “Personalization Engine,” in turn, uses AI-powered automation to offer visitors personalized content, improve the user experience, and ultimately increase conversion rates. From behavior-based emails to fast load times and targeted recommendations – Acceleraid delivers a comprehensive solution to the challenges of modern e-commerce.

By integrating these powerful AI solutions into their existing IT infrastructure, companies can take personalization to a new level and strengthen the relationship with their customers through relevant and timely interactions.