Steering Clear of Seven B2B E-Commerce Pitfalls
After a year of scrambling to transition to online sales, many companies still aren’t managing an effective approach. Here’s what’s tripping them up.
As personalized customer experiences become the norm, marketing and sales functions face critical challenges and opportunities. Explore BCG’s latest thought leadership on marketing and sales to learn what the future of digital marketing means for your business.
After a year of scrambling to transition to online sales, many companies still aren’t managing an effective approach. Here’s what’s tripping them up.
Advanced digital and data competencies—combined with human interaction and engagement—are indispensable to creating and scaling the high-quality B2B buying experiences that customers expect.
Revenues are down and will likely remain so for the rest of the year. But don’t panic. With a systematic day-to-day tactical response, companies can survive the crisis and thrive in the rebound.
Field teams can take five actions to overcome resistance to change.
CMOs know that brand marketing can be as effective for B2B companies as for consumer companies. Now, new data can help them convince the rest of the C-suite.
To win in B2B markets, companies must expand the scope of account-based marketing to cover hundreds, even thousands, of target customers. The challenge with that kind of ABE is getting marketing, sales, and service to work together. Here’s how ABE leaders are succeeding.
Executives in B2B markets must take four steps to stabilize and increase sales in these turbulent times: respond, reflect, reimagine, and rebound.
B2B companies need to transform the way they engage customers, use data and technology, structure their organizations, and acquire new skills.
With a privacy-first approach to data-driven marketing, companies can build trust with consumers and create lasting value, new research from BCG and Google shows.
Four accelerators enable more advanced companies to outperform.
With e-commerce booming and privacy concerns growing, consumer brands are accelerating their online agendas.
Top brands use a clear strategy, robust measurement tools, and strong in-house tech capabilities to improve the customer experience and boost business results.
Today’s marketers need to demonstrate that their products and services are relevant to consumers. This requires access to first-party data, which depends on earning consumers’ trust.
BCG on Marketing, Sales, and Pricing
Customer expectations are rising—are you ready to meet them? Explore our latest insights and thought leadership.
Marketers able to accurately track what’s working can expect to see a 20% to 40% improvement in spending efficiency and as much as a 10% increase in effectiveness.
A good measurement system requires transparency, clarity, and ease of interpretation.
Companies should treat their media buys as investments rather than expenses in order to maximize returns in a post-COVID world.
The COVID-19 crisis has caused unprecedented uncertainty and volatility, but CMOs can still set their organizations up for future success in the postpandemic era.
Global clusters of like-minded consumers are surprisingly rare. And even among countries with similar consumer attitudes, needs can differ sharply by product category.
The late summer rise of the Delta variant in the US has reduced optimism, but participation in various activities has actually increased since May.
Although anxiety over health and finances is high, attitudes remain surprisingly resilient. And some behavioral changes—including greater use of digital commerce and tools—are sticking.
How a Lighthouse capability can help companies navigate the uncertainty.
Customers’ needs and preferences are changing at lightning speed. Simply tracking sales trends is no longer sufficient to serve customers and stay competitive. Businesses need real-time insights into the nuances of customer behavior.
Reconfiguring the company around journeys does more than improve the customer experience. It advances digital transformation and strengthens the capacity for ongoing change.
Despite the declining advantages of scale, global giants can compete against their smaller, nimbler rivals. But they need a new playbook.
Most consumer companies spend big bucks to learn about their customers, but they don’t understand the return on that investment. Take four actions to fix the problem.
BCG Executive Perspectives
BCG Executive Perspectives offer insights on global topics that matter most to leaders in the public and private sectors. Our latest edition explores artificial intelligence, identifying key trends and implications for leaders looking to harness its power in their organizations.
Companies looking to make a step change in customer and consumer engagement should investigate this powerful new technology now.
There’s gold at the end of the personalization rainbow. To get it, retailers need to focus on the customer experience, technology, and operating models.
The ability to deliver individually relevant content at scale is the next frontier of marketing.
Companies need to know what works for each individual customer.
Customers expect a personalized shopping experience. All retailers—even leaders—must advance their capabilities to deliver it.
Personalization is more than a perk—it’s an imperative. Done right, personalization can increase growth rates by 6% to 10%. To achieve these results, brands must orchestrate conversations at an individual level with each customer, in the right channel and at the right time.
BCG's Gaby Barrios explains that to build better brands, companies must look beyond gender-based marketing.