Gartner Research

B2B Digital Marketers Should Invest in Digital Commerce Initiatives Now or Risk Being Left Behind

Published: 29 April 2015

ID: G00277148

Analyst(s): Kirsten Newbold-Knipp

Summary

Digital commerce will become a critical revenue source for most B2B companies. If slow to adopt, these companies will lose customers who have been influenced by consumer experiences. B2B digital marketers need to critically evaluate how to accelerate their companies' investments in digital commerce.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • B2B buyers are accustomed to exceptional B2C digital experiences where customers control when and how they want to buy — making high-quality digital commerce experiences a B2B marketing imperative
  • With 24% of B2B CMOs citing digital commerce as their top investment for 2015 and CEOs expecting significant growth in this channel, B2B digital marketers must develop and deploy a digital commerce strategy now or risk competitive disadvantage
  • The complexity of B2B operations means that some digital marketing leaders will not be able to adopt digital commerce in the near term, despite the maturation of digital commerce capabilities
    • Catalysts for B2B Digital Commerce Adoption
    • Barriers to B2B Digital Commerce Adoption

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