Mike Brooks

There are varying opinions on how helpful and hurtful digital marketplaces like Amazon, eBay, Alibaba can be. If you partner with them correctly, they can be a great tool. But if not, communication with your end customer gets lost in translation. Hear seasoned executives discuss the ways to navigate digital marketplaces.

Content is King. You’ve heard it before and you’ll hear it again. Almost everything you do in your digital strategy comes back to your content. It is the core of what your customer interacts with. With often hundreds of products and dozens of options in how to display that, what works for you? What content should you be investing in? And what is just not necessary? What does your content selection say about you?

It’s safe to assume your customers want to interact with you the same way they interact with their retailers. They want it to be easy, seamless and engaging. A tall order. A large part of this starts with what they see on your digital interface. What is the first thing they notice? What is the first thing they are looking for? How long did it take to get there?
• Understanding what your customers expect from their visual experience on your site
• Determining when and how to invest in upgraded graphics and video content
• Creating a bandwidth-heavy site without losing customer journey speed and patience

One of the larger challenges B2B companies face when integrating a new digital strategy is effectively communicating and onboarding its sales team into a digital process. While some sales teams see it as a nuisance to their daily tasks, others see it as a threat to their function. The solution? Empowering your sales teams to be strategic. Turn your sales teams into more than just transactional.