In our digital transformation ascent, establishing a solid "Base Camp" with robust ERP and CRM systems, as SVA discussed, is non-negotiable. These platforms provide the stability and core resources needed for the climb.
But Base Camp is just the beginning. To make real progress towards the summit (achieving meaningful customer engagement and digital revenue) you need to actually start climbing. This requires charting the right route and using the proper equipment for the specific terrain you face.
In the B2B manufacturing world, your ecommerce platform and customer portals are those critical routes and tools enabling your upward push. They’re how you navigate the complexities of B2B interactions and actively engage customers on their journey with you.
When creating your “digital front door,” it’s all about creating an environment where your B2B customers can effortlessly:
| Research and Discover | Easily find detailed product information, specifications, and solutions relevant to their complex needs. |
| Configure and Quote | Navigate intricate product configurations and request quotes tailored to their specific requirements and negotiated pricing. |
| Purchase and Reorder | Place orders smoothly, manage account details, track shipments, and reorder supplies with minimal friction, all on their own schedule. |
| Self-Serve and Manage | Access order history, invoices, technical documents, support resources, and manage user permissions within their organization, reducing reliance on your internal teams. The ultimate outcome isn't just an online store; it's a scalable, integrated digital environment that mirrors the ease of B2C experiences, yet is purpose-built for the rigors of B2B, fostering loyalty and making you the preferred guide for their business needs. |
Many manufacturers begin their climb with inadequate gear or poorly chosen routes, including:
These initial steps, often taken with good intentions (like finding an easy start), quickly reveal themselves as unsuitable for the challenging B2B terrain, leaving businesses stuck on the lower slopes while competitors ascend.
Using the wrong route or gear doesn't just slow progress; it actively hinders the climb and introduces risks:
| Customer Frustration and Attrition | Buyers encountering clunky interfaces, inaccurate data (due to lack of ERP integration), or inability to self-serve will seek smoother paths with competitors. PwC found 32% of customers would leave a brand they loved after one bad experience. |
| Inefficiency and High Internal Costs | Sales and support teams get bogged down handling routine tasks that a well-designed portal could automate, increasing operational costs and diverting focus from strategic growth. |
| Missed Revenue Opportunities | A difficult buying process leads directly to lost sales and smaller average order sizes. Forrester notes that companies prioritizing CX see significantly higher revenue growth. |
| Lack of Scalability | Systems not designed for B2B complexity cannot easily adapt to new products, markets, or increasing customer demands, limiting your ability to ascend further. |
Successfully navigating this stage requires a strategic approach focused on the unique demands of B2B manufacturing:
| Strategy Over Platforms | Don't just pick technology. Map your customer journey, understand specific B2B workflow needs (configurations, quotes, approvals), and define the experience you need to provide first. |
| Embrace B2B Functionality | Ensure your chosen solution inherently supports complex pricing, catalogs, user hierarchies, and self-service portal features beyond just a shopping cart. |
| Prioritize Integration | Your eCommerce/portal platform should seamlessly connect with your ERP/CRM "Base Camp." This ensures data consistency (pricing, inventory, order status) and operational efficiency. This is where a composable architecture shines, allowing flexible integration of best-fit tools. |
| Focus on User Experience (UX) | Design intuitive interfaces tailored to B2B users who value efficiency and accuracy. Make it easy for them to find information and complete tasks. |
| Consider Acceleration | Tools like Acro Commerce's Gesso B2B accelerator can provide pre-built components and integrations specifically designed for manufacturers, helping you establish a robust route much faster. By strategically selecting your path and utilizing the right equipment (technology and approach), you create a scalable, efficient, and user-friendly digital experience that empowers your customers and propels your business upward on its transformation journey. |
Join SVA and Acro Commerce for our webinar, "From Buzzword to Blueprint: A Practical Guide to Digital Transformation," for expert guidance.
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