B2B brands are pursuing digital transformation — in varying degrees, according to Digital Transformation and the Customer Experience, a study by FPX.
Of 229 B2B decision makers, 68% say their firms are undergoing such a transformation. The process could affect many activities within a company, presumably including email marketing.
Of those that aren’t pursuing a transformation, 25% are delaying the project because they are satisfied with the status quo.
Also, 85% agree that their firm has a clear internal consensus of what digital transformation means.
The top goal is improving the customer experience.
Overall, 58% cite that as an objective, but the number jumps to 63% for manufacturers. However, in an apparent contradiction, only 25% say the best way to drive more sales is to enhance the buyer experience.
Of those polled, 95% agree that digital transformation funds are best spent on improving the customer experience.
In addition, 39% of manufacturers plan to invest in instant quote technology, and 33% expect to spend on configure-price-quote technology.
However, 94% say a faster quote-to-order process will drive additional sales. But 53% admit that the process now takes five days. Another 35% can do it in one to four days, and only 13% can respond in less than a day.
Another spending priority is e-commerce, with 38% planning to invest it in 2019. However, only 28% of non-manufacturers will do so.
At the same time, 38% of the manufacturers will spend on sales portals, along with 34% of non-manufacturers.
Other high priorities include pricing optimization and IoT.
Among the manufacturers, 68% currently have internal portals, 65% have sales portals and 59% rely on internal collaboration technology.
Richard Hearn, CEO of FPX, states that “too many companies are fine with their current capabilities, which in some cases can serve as a death sentence for B2B organizations.”
He adds: “Laggards will quickly fall behind competitors, and must prioritize making technology investments for a better buying and selling experience in 2019.”
Email Marketing,Like Google has show how much it spend,were is marketing people how much we benefits to searcher and share at Facebook or social media marketing?