1、RETAILCOMMERCE 360THE STATE OF B2B OMNICHANNEL BEST PRACTICESAUGUST 2024Compliments of Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.Content published July 2024.RETAILCOMMERCE 360OVERVIEW 3B2B BUYERS INCRESINGLY SEEK DIGITAL-FIRST OMNICHANNEL OPTIONS 10REAPING THE BE

2、NEFITS OF B2B OMNICHANNEL COMMERCE 18ABOUTThe authors 23Digital Commerce 360 25CHARTSB2B buyers have doubled the number of digitally enabled sales channels they use 4B2B buyers main preference for digital purchasing is manufacturers 6B2B buyers use multiple channels to interact with sellers 16Toughe

3、r sales cycles raise standards of B2B engagement 17SPONSOR ARTICLEMNTN 8Connected TV:A new advertising playbook for B2B brands Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.Content published July 2024.RETAILCOMMERCE 360B2B buyers arent just one-trick ponies when it c

4、omes to making digital purchases for their organization.Ongoing research from Digital Commerce 360 supplemented by additional industry research from McKinsey&Co.shows that all the multiple channels buyers use to purchase goods and services from sellers now either begin and end entirely online or inc

5、lude at least one digital touchpoint.Today,B2B buyers use about a dozen digitally focused sales channels to engage with sellers.Thats up from 7.5 channels five years ago and just five channels eight years ago,McKinsey says.Before the COVID-19 pandemic,buyers did business through channels including e

6、mail,phone,trips to the store,branch,or distribution center,and online at a sellers ecommerce site or login portal.DELIVERING A GOOD(AND PROFITABLE)B2B EXPERIENCEB2B buyers want an easy and helpful purchasing experience and one that is consistent across all the channels they want to use.B2B companie