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A recent study from Accenture and SAP hybris found that B2B buyers are looking for a seamless omni-channel buying experience, especially online. According to the study, digital experiences are becoming more important to B2B customers – leaving businesses that have sub-par online experiences behind.
In 2015, 75 percent of B2B buyers said they research at least 25 percent of their work-related purchases online, even if they made the actual purchase offline.
Most B2B buyers begin the research process by visiting consumer marketplaces, such as Amazon or eBay (33 percent), or search engines (26 percent). However, B2B businesses are struggling with integrating the online and offline experience: Only 60 percent of respondents have customer names available on all channels, while only 48 percent have customer shipping and billing addresses available on all buying channels...
Accenture looks at the consumer journey.