The Future of B2B Customer Engagement

If you want to look into the future of B2B customer engagement, start thinking emotively. That is because customers don't make purchase decisions based solely on price. Don't believe us? It is worth noting that business buyers are loyal to brands they can trust and empathise with. After all, what is the point of buying something at the lowest price if the supplier has a poor reputation or ethics that don't match yours?

In fact, your passion for your products alone could be more important than your prices. If you want to drive sales with customer engagement, you need to change the way you think. A Gallup poll has revealed the level of B2B customer engagement. The results shine a light on how much work the sector has to do to catch up with B2C. This blog explains what engagement rates are like generally, and outlines ways you can improve yours.

B2B customer engagement rates

The Gallup survey found that only 22 per cent of B2B customers are engaged. Just 13 per cent are 'fully engaged'. Comgem, the UK's top developer of B2B ecommerce platforms, says it is not surprised by the results. Commercial Director Dani Attard said: “Many ecommerce businesses have fallen into the trap of thinking their customers' decisions are motivated only by price. This isn't true. Personalisation, for example, has been a huge driver of growth in the B2B sector. It doesn't rely on low prices to work, because it is all about making buyers feel emotionally attached to a brand by giving them what they want.”

Dani says product customisation is a huge growth area and one that further highlights how B2B engagement rates can be influenced by emotions. “In this case, it is all about making the customer feel emotionally attached to a product because they have designed it,” she said. “The number of businesses failing to properly monitor B2B customer engagement rates is staggering. Yet assessing customer engagement is key to making improvements and, ultimately, winning more business.”

Better B2B customer engagement

Looking to the future, B2B businesses need to ensure they consider customer engagement a key priority. They can achieve higher engagement rates with the right ecommerce platform. Gemsuite, designed for the B2B sector, makes engaging buyers easier. It not only embraces personalisation and customisation, it has outstanding report capabilities that makes it easy to gauge what is working and what isn't.

If you want to put B2B customer engagement at the heart of your business's growth plans, discover the powerful features your customers will love. Gemsuite helps customers form an emotional bond with your brand and ensures every website visit and entire customer journey offers an exceptional user experience.