As B2B enterprises transition to online platforms, they soon recognise the significance of accelerating customers’ entire digital journey. The end-to-end experience of B2B customers on eCommerce sites, in fact, strongly affects customer satisfaction and revenue generation. To efficiently turn one-time buyers into loyal customers, businesses need to understand B2B buyer personas and their journey to create a winning approach. This article will explore 6 key stages of the B2B eCommerce customer journey and practical strategies to make the most out of the customer journey.
What is the B2B eCommerce customer journey?
B2B eCommerce customer journey is the process when a business client navigates from being aware of an eCommerce brand and its products to successfully placing an order and continuing to make purchases. A seamless customer journey is crucial for B2B eCommerce businesses as it improves the overall customer experience, streamlines sales processes, and increases conversion rates.
The customer journey in B2B involves 6 main phases: Research, evaluation, decision, purchase, post-purchase, and retention. There are various touchpoints that businesses can implement to improve the journey; for instance, digital platforms, social media channels, email marketing, customer support and in-person interactions.
6 key stages and effective touchpoints in the customer journey
A typical B2B eCommerce customer journey consists of 6 main stages: Researching, vendor shortlisting and evaluation, decision/account registration, purchasing, and post-purchase. Let’s explore specific stages and practical touchpoints to leverage:
1. Researching
The B2B customer journey begins with the research phase, where your potential customers recognise a need for a specific product or service. During this stage, they actively seek information on various suppliers, their offerings, prices, and reviews. This is a crucial time for businesses to provide valuable content that solves common pain points and showcases their unique selling propositions. Key touchpoints in this stage could be SEO-optimised blog posts, high-level web pages, review sites, case studies or industry communities.
2. Vendor shortlisting & evaluation
After collecting adequate data from several vendors, customers will evaluate and identify the most potential suppliers who can fulfil their specific requirements. They typically start by creating a list of potential vendors based on their initial research. Important factors to consider include quality, cost, reliability, experience, and the vendor's reputation in the industry. You should provide your customers with detailed product descriptions and quotations, as well as negotiable pricing via emails or product pages.
There is also a particular group of B2B customers you should also pay attention to – existing customers who have previously purchased your products through traditional sales methods, such as sales representatives. These clients know your company well, they’re just unfamiliar with your newly launched eCommerce site. Therefore, you’ll need a successful customer adoption strategy to encourage them to transition to your online platform.
3. Decision/account registration
Due to the involvement of multiple stakeholders, the consideration period might be lengthy. Whether the customers were adopted or acquired, they will have to register an account to access your digital shopfront. In this case, a streamlined onboarding process is indispensable to ensure that new users understand how to navigate the platform effectively. As B2B customers might be concerned about the online platform’s security and usability, businesses can assign a business consultant or sales representative to walk them through the initial interaction with their online stores.
Learn more: 5 best B2B customer onboarding practices and 6 tips for eCommerce businesses
4. Purchasing
Once customers are familiar with the platform, they move on to the ordering stage. This is where they select products, add them to their cart, and complete their orders. A well-structured purchasing process is essential at this stage; thus, your digital shop should include features like bulk ordering options, clear pricing information, and multiple payment methods to accommodate various customer preferences. Ensuring that this stage is efficient and user-friendly can significantly impact conversion rates and overall customer satisfaction.
5. Post-purchase
At the post-sales stage, buyers not only reach out for questions but also expect companies to take a proactive approach to listen to their requirements. If customers have concerns or may encounter issues related to their orders or products, you must provide responsive customer support across various channels, including live chat, email, and phone. You should also gather feedback on their experience to identify areas for improvement. To foster strong customer relationships and ensure long-term success for your clients, it is essential to develop a comprehensive customer success strategy that spans the entire customer journey, rather than focusing solely on the post-sales period.
6. Retention & advocacy
When a prospect becomes your loyal customer, your work isn’t finished; you still need to nurture the relationship and turn them into advocates for your brand. You may consider tailoring loyalty programs and hosting special events, or even sending gifts to celebrate your customers’ success and show appreciation for their partnership.
Moreover, creating a sense of community among customers can enhance advocacy. This can be achieved through exclusive events, webinars, or forums where clients can share experiences and best practices. Encouraging customers to participate in case studies or testimonials, or providing them with referral incentives are among the most effective ways to grow your network of advocates.
Understanding B2B customers' needs and challenges
To develop a successful customer journey, first, you must clearly identify your customers’ preferences and issues. Here are some of the most critical aspects of the B2B customer journey:
Bulk ordering
Unlike individual consumers who typically purchase products in smaller quantities, business clients often order a large volume of the same item each time. As a result, B2B customers tend to seek suppliers who provide an effortless bulk-purchasing process.
Multiple buyer roles from a single company
The B2B decision-making process usually takes longer and involves a series of actions from various members within the client’s business due to the complex approval workflows. Whether they use the same account or multiple accounts on your eCommerce site, each role has access to specific functions. For example, their employees can request quotes and add products to the cart but can’t proceed with the checkout on their own, while managers have permission to approve suggested orders and view purchase history.
Customer experiences cater to different cohorts
Business-to-business buying triggers depend on cohorts of customers’ unique behaviours and preferences. To successfully meet customer expectations, B2B merchants need to conduct cohort analysis to deliver products and shopping experiences that can address several stakeholders and buyer roles’ concerns in each organisation. By analysing cohorts, entrepreneurs gain valuable insights into data-driven solutions that resonate with each segment, ultimately optimising the overall customer journey.
Recurring orders
Business clients specialising in industries like manufacturing, food service, or office supplies usually demand monthly or annual orders. Your eCommerce site, accordingly, should have capabilities to handle automated reordering, subscription models and inventory tracking to simplify the process. In addition, the platform should also enable customers to adjust order volume, or reschedule shipping dates during non-business hours, providing them with greater flexibility and control over their recurring orders.
Step-by-step guide to tailor a seamless B2B eCommerce customer journey
1. Conduct market research
The first step in crafting a winning B2B eCommerce customer journey is to gain a deep understanding of your target audience. Move beyond basic demographics to uncover the specific pain points, preferences, behaviours, and motivations of your ideal customers. By identifying their challenges, you can tailor your offerings to meet their needs effectively. This research will also enable you to segment your audience into distinct cohorts, allowing for more personalised marketing and sales strategies.
2. Choose the right eCommerce platform
Selecting an appropriate eCommerce platform from the beginning is crucial for managing the complexities of B2B transactions. The platform should be scalable and secured, offering features specialised for B2B like bulk ordering, advanced bundle discounts, or quotation options. Additionally, ensure that the platform integrates seamlessly with your other CRM, ERP or WMS systems to streamline operations.
3. Create a user-friendly and feature-rich website
An easy-to-use website is essential for a business to keep customers engaged and encourage them to place orders through the platform. Design your site with features like intuitive navigation, clear calls to action aligning with each stage in the customer journey, and easily accessible information about your products and services. You may also incorporate search filters, product comparison tools, and responsive design for mobile users to enhance the overall user experience.
Other website functions should cater to customer needs and wants, for example, flexible user account permissions, autofill information in the checkout process, or transparent invoicing. This personalisation may not only give your customer a better journey but also reduce potential friction during the purchasing process.
4. Combine traditional and digital methods
According to McKinsey research, 34% of B2B buyers still rely on traditional product ordering methods, including in-person meetings, direct mail, etc. This dependence prevents businesses from increasing online orders, as many clients are not yet accustomed to digital shopping platforms. In this scenario, it’s better for businesses to build a system that integrates both traditional and digital methods.
Take a spreadsheet automation project On Tap has done for example. Recognising the client’s issues when their end customers prefer using spreadsheets for their orders, On Tap created a spreadsheet automation tool that links data directly to the online platform. By connecting these two systems, On Tap enables customers to place orders at their convenience while simultaneously streamlining operations for the seller. This approach not only facilitates a smoother transition to online ordering but also enhances overall efficiency and customer satisfaction.
5. Prioritise data security and regulatory compliance
Security is paramount in B2B transactions. A business client will only engage with you if they completely trust that your business can protect their sensitive information, including payment details. To establish lasting credibility with your customers, consider implementing robust security measures, including SSL encryption and reputable payment gateways that safeguard data during online transactions.
What’s more, you need to comply with industry regulations and specific eCommerce platform standards to maintain your store’s continuous operations. It’s also critical to display a clear and easily accessible privacy policy and terms of service on your website. This transparency not only shows your commitment to protecting customer information but also helps build their trust and confidence in your brand. By prioritising data security and compliance, you create a safer environment for your customers, encouraging them to share their information and engage more deeply with your business.
6. Leverage customer data for improvements
Next step, you may utilise data analytics to monitor customer behaviour and gather insights into their preferences and challenges. By analysing key metrics such as time spent on pages, abandoned carts, and frequently viewed products, you can pinpoint specific areas for improvement in the customer journey. For instance, if you notice a high rate of drops at the checkout page on mobile, it may indicate that customers are encountering problems with proceeding checkout on mobile devices.
Moreover, tracking customer interactions across various touchpoints, such as email engagement, social media activity, and customer support inquiries can help you visualise a holistic view of their journey. This comprehensive analysis allows you to identify patterns and trends that can inform your marketing strategies and product offerings.
7. Continuously monitor and adjust
To stay competitive, enterprises should continuously monitor the impact of changes made to the customer journey. As market trends, customer preferences, and technological advancements evolve, businesses must remain agile and responsive. Regularly collecting feedback from customers through surveys, interviews, or direct interactions can provide invaluable insights into their experiences and expectations. This feedback can highlight areas for improvement and reveal emerging needs that may not have been previously considered.
Conclusion
In general, by thoroughly addressing the unique challenges of B2B buyers and tailoring a robust customer journey, businesses can enhance customer satisfaction and drive long-term loyalty. To reap those benefits, you need to create a powerful online presence that includes all the functionalities handling B2B customers’ issues.
As a proud member of the B2B eCommerce Association, On Tap delivers comprehensive B2B solutions and expert guidance to help you navigate this journey. From choosing the right eCommerce platform to advancing your digital store, we’ve got you covered. Contact us today to learn how we can help elevate your B2B eCommerce strategy and foster meaningful relationships with your customers.
