The document summarizes research from a Forrester conference on mastering omnichannel B2B customer engagement. Some key findings include: B2B buyers are increasingly using digital channels and expect personalization across touchpoints; however, B2B sellers are not prepared to deliver seamless omnichannel experiences. The research also found rising buyer expectations, with 98% researching purchases online before buying offline. Sellers face challenges sharing customer data and analytics across channels. The presentation provides recommendations for sellers to adopt an omnichannel strategy, prioritize personalization, constantly measure efforts, and engage ecosystem partners.

1. Mastering Omnichannel B2B
Customer Engagement
Andy Hoar, Principal Analyst
Gameplan Conference -- Dallas
October 22, 2015

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Agenda
› Description of the research
› Highlights and findings
› Key takeaways and recommendations

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New Research

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Large scale B2B survey
(Numbers may not total 100% due to rounding)
Base: 1,307 business decision-makers with more than 1,000 employees (500+ in Europe) in North America, Europe, LATAM and APAC
Source: A commissioned study conducted by Forrester Consulting on behalf of hybris and Accenture, September, 2015

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Key Findings
› Business buyers are increasingly adopting digital touchpoints.
› B2B buyers have high expectations for personalization and exceptional
service across the buyer journey
› B2B sellers are not prepared to deliver a seamless omnichannel
experience.
› World-class customer engagement requires the right omnichannel
strategy, partner ecosystem, and technology infrastructure.

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Source: March 28, 2013, “The New Physics Of Lead-To-Revenue Management” Forrester report
Increasingly complex buyer journey

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Rising expectations

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98%Research purchases online before buying offline
Base: 750 business decision-makers with more than 1,000 employees (500+ in Europe) in North America, Europe, LATAM and APAC
Source: A commissioned study conducted by Forrester Consulting on behalf of hybris and Accenture, September, 2015

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Buyers increasingly researching online
“Of those work-related purchases made OFFLINE, what percentage are typically
researched ONLINE as part of the process?”
22%
24%
29%
18%
7%
1%
21%
21%
24%
19%
12%
2%
75% or more
50-74%
25-49%
11-24%
1-10%
0
2015
2014*
Base: 696 business decision-makers with more than 1,000 employees (500+ in Europe) in North America and Europe
*Base: 930 business decision-makers with more than 1,000 employees (500+ in Europe) in North America and Europe
Source: A commissioned study conducted by Forrester Consulting on behalf of SAP hybris and Accenture Interactive, September 2015
*Source: A commissioned study conducted by Forrester Consulting on behalf of SAP hybris and Accenture Interactive, August 2014

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Buyers use non-traditional sites for research
Search engines
26%
Consumer
marketplaces
33%
Business
marketplaces
17%
Base: 1,307 business decision-makers with more than 1,000 employees (500+ in Europe) in North America, Europe, LATAM and APAC
Source: A commissioned study conducted by Forrester Consulting on behalf of hybris and Accenture, September, 2015

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Buyers are simply buying more online
“How have your B2B online work-related purchases changed from 2014 to 2015?”
Base: 1,307 business decision-makers with more than 1,000 employees (500+ in Europe) in North America, Europe, LATAM and APAC
Source: A commissioned study conducted by Forrester Consulting on behalf of hybris and Accenture, September, 2015
63% have made more
purchases online
53% have increased their
avg. purchase size
65% have increased total
spend on work purchases

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Customers would buy again from the
same supplier…
19%
16%
If they have transparent prices and product details
If they track my purchasing habits across different channels to give
personalized recommendations.
If they have the broadest selection of products or services
If they have consistently lower prices
If they offer multiple payment options
If they offer omnichannel capabilities
If they have excellent customer service and post-purchase support
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Base: 1,307 business decision-makers with more than 1,000 employees (500+ in Europe) in North America, Europe, LATAM and APAC
Source: A commissioned study conducted by Forrester Consulting on behalf of hybris and Accenture, September, 2015

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The B2B seller story

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Top 4 drivers behind omnichannel investment
To meet customer
expectations
(74%)
To provide a
consistent experience
across channels
(65%)
The omnichannel
customer has a higher
lifetime value
(64%)
To drive additional
efficiencies and cost
savings
(60%)
$

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#1 Challenge:
Difficulty sharing
customer data and
analytics between
channels, countries, and
locations

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Most data only available in some channels
Base: 1,307 business decision-makers with more than 1,000 employees (500+ in Europe) in North America, Europe, LATAM and APAC
Source: A commissioned study conducted by Forrester Consulting on behalf of hybris and Accenture, September, 2015
Customer name
Levels of client satisfaction
Customers’ shipping and billing addresses
Past purchase history
Information about when products were delivered
Service and support issues our customers have had
Prior sales/marketing contacts
Customers’ payment options/habits
Products/services researched
Clients’ custom pricing and catalog items
Information about clients’ businesses
SOME ALLNONE
50%

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Sellers face challenges across all phases
of the customer journey
Percent that indicated marketing and sales teams are challenged or very challenged
when creating a personalized experience at each stage
ENGAGE
USE
BUY
EXPLORE
DISCOVER
ASK
Prospect evaluate options
Prospect researches short list
Prospect purchases product
or service
Customers share
their experiences
Customer begins to use
product or service
65%
61%
61%
57%
57%

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Adopt a new mindset

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Exist in a real-time operating environment

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Invest in technologies that support the
customer journey
Source: June 17, 2015, “Accelerate Digital Business With A BT Agenda,” Forrester report

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Enlist agile processes for analysis and
refinement
Start small
with a platform
to extend.
Analyze
results to monitor
performance and
optimize outcomes
Design
the mobile
engagement.
Engineer
your platforms,
processes, and
people for mobile.
Identify
the mobile
moments
and context.
Source: The Mobile Mind Shift, Forrester Research

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Use partners to rally around digital and
customer experience excellence
87%
of B2B organizations utilize
third-party solution providers
for at least one component
of their digital strategy
Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture Interactive
*Source: Forrester’s Q1 2014 Global eBusiness And Channel Strategy Professional Online Survey
Top 5 initiatives*
1. Global market expansion consulting
2. System/channel integration
3. eBusiness technology selection
4. Quality Assurance (QA)
5. Post-implementation application
development enhancements

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Key Takeaways

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Prioritize developing and delivering
market-leading personalization
capabilities

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Constantly measure efforts and refine
offerings

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Embrace an omnichannel strategy

28. Build upon a proven and powerful
platform

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Engage with experienced ecosystem
partners

30. forrester.com
Thank you
Andy Hoar
Principal Analyst
ahoar@forrester.com
@andyhoar1