B2B organisations should identify customers’ pain points to launch e-commerce storefronts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 12, 2020, 5:30 PM UTC

They should then perform a “business as usual” audit and review the business operations of the past two months.

This piece suggests B2B companies should find out customers’ pain points and align their objectives with their needs before launching online commerce storefronts. They should also adopt new technologies or use the existing ones in new ways to provide better experiences.

In the initial phase, organisations should start their B2B commerce sites with small business units that have reliable supply chains. They can first test and optimise smaller divisions and then leverage the findings to expand into other sectors.

Marketers should then track their key performance indicators (KPIs) to identify areas of improvement. Businesses should also monitor their spending to ensure they do not exceed the budgets. They should also measure their online orders and total customer service requests.

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