Accelerating AI and analytics to improve the digital experience of B2B


B2B Over the last 6-7 months, the digital experience has improved. Most businesses saw the potential to more efficiently engage their B2B customers online even before COVID-19. After the COVID-19 crisis started, it has become a top priority to be more digital and data-driven. According to a survey of B2B companies conducted by McKinsey, B2B sales leaders have moved from being ‘forced’ to embrace digital in response to the widespread shutdowns in the early stages of COVID-19 to a growing expectation that digital is the way to go. Here are a few items that companies can do to speed up analytics and AI to digitally engage their B2B clients better.
There is a clear pattern of preference for self-service platforms at every stage of the consumer decision journey since the pandemic began, according to the survey, and more than three quarters of buyers and sellers claim they now favor digital self-service and remote human contact over face-to-face encounters, a feeling that has gradually escalated even after lockdowns have ended.
You don’t want to ask your clients or prospective clients at the time of COVID to only go see you in person if they can’t find out anything on the website. And if they don’t end up going to your competition, it will be a miserable experience for them to be forced to venture out. Companies need to transform their digital platforms quickly, beginning with resolving the most pressing pressure points, grievances, and common issues, which can also help minimize sales costs and increase performance.
The length of the method of ordering,
Difficulty locating objects,
With buying, technological glitches,
Websites Confusing,
A lack of distribution and technical support knowledge,
And the trouble with setting up payments.
Web analytics will provide insights into what advertisement banner the user brought to the website, what web page the user visited at what time, how long the visitor used keywords to search and whether the search results, the computer he or she used, the screen size and geolocation were clicked on.
Companies can easily identify where challenges and possibilities can exist with these data and then test ideas to enhance user experience.
With the massive shift to digital resulting from COVID-19, video conferencing and live chat has emerged as the predominant channels for interacting and closing sales with customers, according to the survey. Although many great analytics tools have user-friendly interfaces, such as Google Analytics and Adobe Analytics, which have much widely used analytics.
However, you can more easily link the live chat transcripts of your website to their web visits and CRM data if you have access to the raw clickstream data, and pull the chats from web visitors who were highly engaged but never closed the deals through either online or offline channels. And then you can see what’s stopping them with subject modeling to fix the problems.
In addition to allowing organizations to export and query Hadoop or Cloud raw data, tools such as Adobe Analytics and Adobe Audience Manager (Data Management Platform) also provide API calls for programmatic access to their data. These various options give you greater flexibility, allowing you to better automatically incorporate, create, and automate analysis or dashboards or action on them in real-time or near real-time.

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