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Sectors that a brand must work to be competent in B2B

The brand consistency is essential for companies, especially in the B2B environment. In this context, Ibexa, a company specializing in the development of digital experience platforms (DXP), has analyzed the different reasons why a is essential for organizations and what are the five areas of approach in which organizations have to orient themselves to build it.

1. Content Distribution

A powerful content distribution system ensures brand consistency across all channels. This is typically achieved through a modern digital experience platform (DXP) that uses a self-contained architecture to stream content to multiple sites and multiple digital devices or applications without requiring changes to back-end systems. This makes it easy to maintain brand consistency by publishing across multiple channels, markets, devices, and sites while ensuring regularity in content distribution.

2. Customer experience

Customer experience is so essential to modern businesses because it defines their brand. Unfortunately, it’s not the easiest area to manage. This is because each customer experiences your organization differently. So there are, in fact, multiple customer experiences.

A B2B company must guarantee the brand consistency across all channels and devices, as well as for all stakeholders. You also need to make your brand relevant to each of these stakeholders. That’s where segmentation and personalization come into play. By adapting the content to the needs of each group, a more agile and satisfactory customer experience is guaranteed that helps build the brand. You can optimize the customer experience by delivering relevant content and product recommendations to target users in real time.

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3. Transactions and digital commerce

B2B companies must also offer a seamless shopping experience to build on their initial brand-building efforts and then maintain their consistency. This means perfecting transaction processes and digital commerce as a whole.

For B2C organizations, this is relatively easy. In the B2B sector, things are a bit more complicated. Why? Because products and prices are usually much more complex and variable. With a DXP that seamlessly integrates with business systems, you’ll eliminate the pain of maintaining brand consistency and deliver intuitive and memorable customer experiences.

If a company is looking for a DXP to help them create a more streamlined and simplified customer experience, they should:

  • Integrate business systems, with your ERP, PIM and CRM
  • Facilitate dynamic pricing, custom pricing, and variable pricing for different regions, markets, and audiences.
  • Manage multiple inventories, vendors, warehouses, and supply chains
  • Allow the combination of professional services with products.

4. Implementation of workflows throughout the organization

One of the best ways to ensure consistent messaging across the company is to implement standardized workflowss that allow employees, teams and departments to collaborate efficiently. By using a DXP, the company can make it easier for its publishers to keep content relevant and on-brand while ensuring deadlines are met.

5. Cross national barriers

Finally, one of the biggest threats to brand consistency is political and linguistic borders and barriers. While it can be easy to communicate clearly and consistently in one market, how about two, three, four or more?

Modern DXPs allow companies to operate through borders and trade barriers in several different ways. A flexible DXP content repository makes it easy to deliver multi-channel, multi-lingual and multi-brand content. In addition, it offers to implement new sites for different countries, brands and regions quickly and efficiently, while maintaining consistency and the core brand message.

According to Javier Ahedo, partner manager of Ibexa, “The brand is much more than the product or service that is sold. The hard work of brand building begins long before a customer chooses a product and continues long after the sale is over. Many things can be done to improve brand consistency and create an identity that customers trust and identify with. Most of the areas listed above depend on the organization implementing a digital experience platform that ensures it can articulate and communicate the brand consistently across multiple channels, devices and markets..

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