To stay ahead in an increasingly online world, B2B businesses must understand the main factors driving digital and the impact on customer expectations. This chapter outlines:
The opportunity: What the current landscape looks like for B2B businesses, how it has evolved and where the opportunities are emerging.
Customer experience: How digital is shaping the B2B customer experience and why buyers are moving away from traditional purchasing methods.
Emerging trends: How the rise of digital self-serve and online marketplaces and creating new opportunities for B2B.