Digital channels to market – do B2B buyers really want to transact online? It’s a no-brainer for B2C, consumers demand part or all of their buying journey online. But B2B is different, product selection is often highly technical, requiring expert advice that institutional buyers have grown used to getting through trusted supplier relationships. The client’s challenge – they wanted to test market acceptance of digital channels before laying down big investments.
By teaming up with the client’s digital innovation leader, we conducted a discovery process on three very different digital channel options. We helped the client identify critical success factors unique to their circumstances and choose the best option to meet their objectives – to test and learn.
Executive leadership committed the investment and launched the new digital channel. They are able to test market acceptance with minimal investment risk.