The Rise of B2B2C

By Kerry Young on Sep 14, 2017

Disruption driven by digital, social, and cloud advancements has radically changed the nature of business and customer relationships. In our B2B2C world, consumer demand for persuasive information extends upstream to impact B2B interactions. This reality is a point of convergence at our annual EnterWorks Engage Users Conference, rolling into Nashville this week (despite the literal storm rolling across the southern states).

In our age of digital disruption, EnterWorks’ Business-to-Business-to-Consumer (B2B2C) model enables vertical sectors to increase industry collaboration. This differentiator is a catalyst for EnterWorks’ fast growth. It’s also one of the reasons cited by analysts for EnterWorks’ competitive rankings in PIM/MDM solution comparisons. Our CEO Rick Chavie recently said:

“Analysts have commended us for our support of B2B2C scenarios, product insights in the cloud, and configuration without coding that empowers industry leaders to differentiate their offerings. We are further intensifying our R&D activities in user experience, micro-services, and the cloud. We will also expand our existing ease of use, raise customer value, and move our best-in-class user adoption to even higher levels. Our advantage over our global competitors is that we are building on top of our existing B2B2C cloud platform, which is already delivering value for successful B2B and B2C omnichannel companies.”

B2B2C Meets PIM

The consumer demand for product information that tells a story clearly impacts B2C retailers and sellers. Yet evolving expectations and shopping habits from consumers are also affecting B2B interactions. Companies that cannot provide comparable digital experiences to customers—whether they are consumers or businesses—are losing competitive ground.

Why? Because B2B buyers now think and act more like B2C customers. Furthermore, as channels evolve, B2B companies may have the opportunity to foster relationships and sell directly to end consumers. Even in the B2B space, a positive experience that adds value is playing a bigger role for buyers.

The B2B2C shift means we must take a different approach to the role that product information plays in storytelling.

Today’s effective product information has moved beyond documenting basic specifications, features, and functions. Now and in the future, such information must tell a story and enable differentiated experiences for customers of all types.

For B2B2C success, expansive product content and data quality play a crucial role in:

  • Increasing efficiencies in sharing content among partners and channels
  • Consistently delivering differentiated customer experiences
  • Quickly bringing products to market

The right B2B2C collaboration capabilities can empower you to respond to customer demand for rich, omnichannel content, as well as shifting demands among B2B relationships.

To learn more about the rise of B2B2C and how your product information drives brand loyalty and profitable fulfillment, check out this webinar presented by EnterWorks and Forrester.

Finally, check back with us next week for news from our much-anticipated EnterWorks PIM/MDM Users Group event!

About the author

Kerry Young

Kerry Young joined EnterWorks in 2006 when Ennovative, Inc., the multi-channel publishing software company he co-founded, was acquired by EnterWorks. He directs EnterWorks’ operations and leads EnterWorks’ professional services and consulting organization, ensuring effective customer implementations and ongoing success. Mr. Young brings more than 25 years of technology and business management experience to EnterWorks, having served as CTO for a subsidiary of the Dow Chemical Company, and earlier as VP, Information Technology for Marshall Industries, a $1.7 billion industrial electronics distributor. He previously managed information systems for a subsidiary of McDonnell Douglas Corporation. Mr. Young holds a B.S. degree in Computer Science from Cal Poly, San Luis Obispo and an M.B.A. from California State University Fullerton.

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