Transforming Connections and Experiences in B2B
Time Lumis
PublicadoWith all the technological changes and advances, the B2B sector is experiencing a transformation in the way companies connect, interact, and deliver value to their customers.
B2B companies that need to align strategies, automate processes, and offer personalized and integrated experiences find in a DXP platform several functionalities that meet these and other needs. Check it out throughout the text.
The role of DXPs in the Digital Transformation of the B2B sector
Digital Experience Platforms (DXPs) are gaining increasing popularity among companies seeking digital transformation, especially B2B companies, which need to facilitate content management and align experiences for various decision-makers.
B2B companies usually face several challenges in sales processes, as they tend to be long and rely on various points and people to finally "decide." Solutions like LumisXP can consolidate these operations in a single digital environment, improving efficiency and engagement throughout the customer journey. The ability to integrate CRM data, marketing automation, ERPs, and other systems gives the sector a centralized approach to meet the increasingly digital demands of the market.
How to engage B2B clients?
The B2B customer journey is exceptionally complex and depends on various decision-makers. While companies that serve consumers directly have to manage multiple sales and marketing channels, they don't need to deal with the additional layers of decision-makers and influencers that are common in B2B transactions.
At each stage of the funnel, buyers need different content and experiences to help them make informed decisions. Each member of the buying group has different priorities, needs, and pain points, and all of them need to be addressed with personalized content and interactions, always reinforcing the solution to each one's problem. In B2B, it may mean exclusive offers for partners, specific interfaces for each segment, and even portals adapted to geographical or business preferences. LumisXP allows implementing strategies practically, using data intelligence and automation to reach highly segmented audiences.
A Gartner survey showed that 77% of B2B buyers describe their most recent purchase as "very complex or difficult." This is the critical point you need to address when creating your sales strategy.
Main features of LumisXP for B2B companies
The B2B sales funnel starts with awareness, goes through research and evaluation guided by the seller, and ends with retention. At each stage of the buying journey, the DXP platform should help deliver personalized and relevant content and experiences that drive conversion, retention, and advocacy for each decision-maker.
The LumisXP platform meets the needs of the B2B sector by integrating robust functionalities that simplify and optimize each stage of the sales funnel:
Content management
LumisXP offers an advanced management system that goes beyond a simple traditional CMS. It supports various content formats, persona-based segmentation, analytics, and omnichannel content delivery, allowing you to create, distribute, and manage content across multiple channels and digital devices. You will use it to manage your full-funnel content strategy.
Valuable content
The content created with LumisXP is not only a marketing asset but also a tool for sales enablement. The vast majority of the decision-making process happens without your sales team, being through the right content delivered at the right time, ready for buyers at each stage of the funnel.
Personalization and segmentation
With integrated artificial intelligence tools, LumisXP analyzes behaviors and offers personalized content and experiences for each client, helping to increase engagement.
Analytics and reporting
LumisXP's analytics and reporting features cover key areas such as Content Performance, Channel Performance, Revenue, and ROI. It should also provide insights into customer journeys, individual asset performance, and campaign success. You can use this to create content that aligns with your audience's interests, deliver content through the most effective channels, and build a better understanding of how each piece of content contributes to revenue.
Process automation and optimization
Automating processes reduces operational costs and allows teams to focus on strategic activities, such as developing new business. Additionally, systems integrated with LumisXP help visualize real-time metrics, enabling quick adjustments and increased productivity.
One of the major challenges of the B2B sector is the complexity of processes involving sales, contracts, and client follow-up. Using a DXP platform helps to simplify these operations by automating routine tasks.
With the ability to centralize processes, offer personalization at scale, and optimize operations, B2B companies that adopt these platforms, which are fully prepared to meet future demands, will be able to increase efficiency and also create new stages of engagement and loyalty.
Technological transformation, combined with cultural and strategic adaptation, is the path to not just meet expectations, but to exceed them. It's time to explore how a DXP can be the solution to enhance and speed up B2B sales.