Primed for Transformation - My 5 Key Takeaways from B2B Online EU 2024

In December 2024, I had the privilege of attending my very first #B2Becommerce #B2Bonline conference. As someone who has immersed myself in numerous B2C-oriented events over the years, this experience was invigorating. It provided a unique opportunity to gain a deeper understanding of the current landscape of B2B ecommerce through a series of exceptional presentations and lively discussions, both at the dinner table and during networking breaks.

I also had the honor of participating in a panel discussion - you can learn more about my insights on the Adoption of Digital Journeys from my talk on December 5th, 2024, by following this link.

Reflecting on the various themes and key takeaways from the conference, several points stood out:

1. B2B ecommerce leaders seem ready to move onto the next level of transformation — but not quite at the levels that are being discussed.

The most repeated quote at the conference was the Gartner declaration that "80% of B2B sales interactions between suppliers and buyers will occur in digital channels by 2025."

The show was reportedly almost double the size, both in terms of vendors and attendees. However, my conversations during the two days underscored how early in the transformation journey it is for many chiefs and directors of ecommerce and other roles in attendance.

Challenges such as securing buy-in for digital transformation, understanding how their customers are evolving in their interactions, and pushback from some sales teams and IT leaders suggest that the people, processes, and technology are not yet ready to achieve the 80% benchmark mentioned above.

That said, there were some impressive presentations that showcased digital interactions and journeys, especially the larger businesses.

Heineken unveiled some remarkable innovations aimed at assisting their sales teams in the field, alongside a self-service app being trialed in Mexico, which features many AI-driven capabilities. Similarly, Volvo is utilizing digital tools to enhance servicing for their customers.

While these initiatives felt more like proof-of-concept phases in certain markets, I hope they roll out effectively and lead to successful case studies in the coming years.

That notional 80% still feels far off however.

2. The solution vendors attending suggest a significant number of B2B businesses must establish their core platforms before they can become truly digital-first.

The intimate nature of this smaller conference meant that there were less sponsors and suppliers than normal, but those who were supplied what I would consider mainly price of entry especially for B2B ecommerce distributors.

This included ecommerce platforms (whether "all-in-one" solutions or composable systems), PIM, merchandising/search functionalities, CMS, and payment solutions. All offered some form of AI capabilities, but it was evident that these were ancillary to their core offerings.

Interestingly, there were very few, if any, CRM or CXP platforms, despite the evident need to deliver more personalized experiences to users and customers. Perhaps next year will address this gap.

3. Change management is as important as the drive for digital transformation.

Most discussions and presentations highlighted elements of resistance within businesses, particularly from sales teams, toward the increasing presence of digital technology. Yet insights from LinkedIn and other sources indicated that sales teams are spending less valuable time growing business (only 25% of their time!) and more time on administrative tasks, order taking, and various other duties.

It feels very similar to the conversations I was having 10 years or so ago in retail!

Concerns were expressed that AI, automation, and enhanced digital self-service technology could replace jobs (spoiler: they should enhance jobs!). As a result, there were examples of resistance to some on-going initiatives, but this is to be expected given the challenging business environments and human nature.

It was evident that having clear change management plans for digital transformation facilitated the breakdown of silos and educated personnel about the benefits of digital tools, allowing sales teams to focus on what they do best.

Where success was observed, it stemmed from the top—senior executive buy-in proved crucial; without it, initiatives are often doomed to failure.

Moreover, there was a noticeable difference in response based on business types: manufacturers and large federated companies faced particular struggles, either due to the complexities involved in integrating digital into their manufacturing processes or because federated businesses resisted a centralized mandate to 'digitize.'

4. Customers and users are increasingly expecting B2C experiences in B2B settings.

This was a recurring theme in discussions, as users of ecommerce platforms expressed a growing demand for personalized experiences tailored to their job positions or functions, seeking interactions akin to those offered by pure plays like Amazon and online grocery platforms. As an experienced B2C professional, I was not surprised.

User experiences need to deliver the right content, right products, and relevant information at their fingertips, while also enabling the ability to connect and ask questions during their purchase journeys to ensure the journeys are not broken - and then remarketed to if they are.

To achieve this, organizations must increasingly consider how generative AI can accelerate their content strategy, while automation technologies (such as CXPs and searchandising) can execute these personalized journeys to ensure that the sales are completed.

In B2B, it’s crucial to cater to various personas; the journey of a regular buying assistant differs significantly from that of a group procurement manager or those authorized to make larger purchases. Though nearly all are time poor, so the experiences must be streamlined and reduce pain points.

Many talked about the struggle for digital talent to help support this, yet with the struggles in B2C there are many digital marketing and ecommerce specialists who can add value to B2B businesses if they are willing to cross the divide. I expect a number to do so, and bring a different way of thinking to digital execution.

5. Data strategies and processes are increasingly important for AI enhanced content and information

AI was a pervasive topic at the conference, yet many attendees seemed to be grappling with its effective implementation. Participants highlighted various uses of AI, including marketing communications, product enrichment, and enhancing customer service data warehouses. However, it became evident that many organizations are still facing significant challenges related to information accuracy, compliance, and understanding what content is appropriate to share with AI tools, such as ChatGPT.

As we move into the future, comprehensively addressing these points will be essential for B2B businesses striving to realize their digital transformation goals, meet customer expectations, and remain competitive in an increasingly digital landscape.

In all, a great conference put on by WBR, and one that I will look to attend (and hopefully present at again in the near future, and maybe revisit the points above to see what has changed.

#b2bonline #b2becommerce #digitalthoughtleadership