The fundamentals of B2B digital transformation

Digital Transformation is an often misappropriated term but understood correctly it can yield extraordinary results. Including interviews with senior leaders from British Gas, IBM, Fuji Xerox, Ogilvy APAC, Oracle Marketing Cloud and Salesforce and thousands of respondents to a survey, the report looks at the challenges that B2B companies face and how they have responded to digitally transform their business and boost their performance.

Key themes covered include:

Moving digital priorities higher on the agenda. How companies are encouraging digital first thinking and creating compelling digital content and creating journey-based experiences.

Putting the customer at the heart of everything. 80% of B2B buying decisions are based on a buyer’s direct or indirect customer experience and only 20% are based on the price or the actual offering.

Driving insights and improving data analysis capabilities. Considered the most important factor in delivering a great customer experience by 96% of our B2B survey respondents and almost three-quarters have made it a strategic priority.

This report is brought to you by Marketing Week’s sister title Econsultancy

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