Industrial goods & services
Digital Strategy & Transformation
Tailoring digital solutions for the B2B marketplace
By the mid-2010s, consumer adoption of digital was widespread, but in industrial B2B markets it was still in its infancy. However, strongly influenced by their consumer experiences, business customers were starting to ask why their B2B interactions were so slow, opaque, and dated in feel in comparison. At the same time, advanced analytics took a leap, which started to enable the more complex tailored solutions that are required in the B2B marketplace. New and front-running players embraced digital and gained significant traction, which applied urgent pressure on traditional players.