Powering data and technology in the B2B consumer experience

I participate in many corporate events as a speaker, but also as a spectator, and what I noticed in this contact with the market is the constant concern about the consumer experience in e-commerce, a business that has been growing exponentially in recent years.

Neotrust’s data shows that digital commerce generated a turnover of approximately BRL 39.6 billion in the first few months of 2022 alone, indicating that more and more people are becoming virtual shoppers.

The experience of B2B companies can be leveraged through technology and data, as this union offers a diverse portfolio.

When looking at B2B, growth also remains. In Amazon Business’ 2021 Evolution of Business Ecommerce (B2B) Report, 85% of shoppers said that companies’ involvement in the digital environment has increased, and 91% of professionals said that most of them are choosing to buy online. .

But many companies are still adapting to this reality and studying this increasingly competitive online scenario. According to Gartner, by 2026, 65% of B2B sales organizations will transition from data-driven or data-driven decision making, using technology that unifies workflow, data and analytics.

Following this movement, it is evident how crucial it is to search for innovative tools and resources that can provide us, managers, with a better understanding of the actions of our target audience, visualize market trends and conduct overall business management based on true and reliable information.

In a scenario of such rapid changes, as is happening in e-commerce today, the use of technology to collect data, the intersection of important information for business knowledge, is what we call managed data management.

data driven

According to a Harvard Business Review study of a thousand Fortune companies, implementing a data-driven culture reduced costs in approximately 48.8% of companies evaluated. These insights provided by cross-data platforms are important in preparing and creating marketing strategies that will take better advantage of the current scenario of the company and the sector in which the company operates.

In this sense, actions such as monitoring the competition and having a database and insights that facilitate the understanding of the business itself can be important for those who run a business in an online environment.

As important as investing in technology to obtain this data, it is important to know how to “pilot” resources and software, to understand in practice how these technological solutions can bring greater competitiveness, efficiency and growth to any business.


Resources such as CRM – customer relationship management technology – or even ERP – business management platform – provide access to data and offer a privileged and efficient view of a large amount of information, often allowing data to be cross-referenced in an effective way to strategize, help managers in making decisions.

Decision making and user experience

If, on the one hand, a data-driven culture allows us to work with the collection of a large amount of data that, when analyzed and interpreted, becomes very relevant information, we can also say that this information collaborates so that we can be more assertive in serving our customers. .

A justification that explains the growth of B2B in e-commerce, because the choice of this audience is associated with advantages such as immediate support and personalized support in a practical and affordable way.

Therefore, the experience of companies buying from our companies can be enhanced with technology and data, as this union makes it more sustainable to work with an increasingly diverse and innovative portfolio within current needs.

By understanding more about my client, I am more assertive. Because I am more assertive, I can sell more. A perception that, although obvious to many, is extremely current and necessary. This is an opportunity gap that requires relationship and trust, and that brings a window of opportunity around the world. After all, isn’t that what the online world suggests to us?

Also read: Six tips for implementing agile methodologies in B2B e-commerce

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