Digital B2B sales is essential for companies looking to stay ahead of the curve and provide customers with a smooth, efficient, and personalized buying experience.
In this guide, we’ll explore what digital B2B sales entails, highlight the tools and strategies crucial for success, and examine the trends set to dominate the B2B landscape in 2025.
What is B2B sales?
B2B sales, or business-to-business sales, involve businesses selling products or services to other businesses. Unlike B2C (business-to-consumer), which targets end consumers, B2B sales are typically more complex.
The B2C sales process is often fast and transaction-based, while B2B sales are more relationship-driven. A successful B2B approach requires a deep understanding of customer needs and challenges. The closer a B2B company can get to its customer, the longer and more fruitful the business relationship is likely to be.
In this article, we’ll focus on digital sales and how it can simplify complex B2B transactions while strengthening customer relationships.
What are the main benefits of digitizing your B2B sales?
When companies digitize their B2B sales, they gain several competitive advantages. They clearly demonstrate that they can embrace modern business practices, that they want to get closer to their customers and that they are ready to give customers more control over the purchasing process.
Daring to let go of familiar patterns, believing in their own brand and products or services are signs of strength. Something that customers appreciate and competitors fear. In addition to brand-building effects, companies that embrace digital solutions also have the opportunity to open up new business opportunities.
Here are some of the main benefits of digitizing your B2B sales.
- Increasing efficiency in the sales process. Through digital platforms and automation, businesses can streamline everything from order placement and customer management to stock control and invoicing. This reduces administrative tasks and frees up valuable time to focus on strategic activities.
- Improved customer experience. Digital solutions provide a customized and seamless customer experience, offering access to up-to-date product information, price agreements, and order statuses – 24/7. Customers gain greater control over their purchases, boosting both satisfaction and loyalty.
- Greater understanding of customer needs. With data-driven insights, B2B companies can better understand customer behaviors and needs. By collecting and analyzing data, they can identify trends, optimize sales strategies, and create more targeted, relevant offers. This not only drives increased sales but also fosters long-term, value-adding customer relationships and uncovers new business opportunities.
- Easier to expand. Digital B2B sales enable businesses to reach new markets and scale their operations. Expanding both nationally and internationally becomes quicker and more efficient, allowing companies to reach more customers and grow revenue in a cost-effective way.
What challenges do B2B companies face in digital commerce?
Today, two-thirds (68%) of Nordic B2B companies use digital channels for business. Despite the opportunities digitalization offers, companies face several challenges when venturing into digital B2B sales.
Here are some of the most common challenges B2B companies face today.
Complex customer journeys and decision-making processes
The B2B customer journey is rarely linear and often involves multiple touchpoints before a decision is made. This requires companies to deliver a consistent and integrated customer experience across all digital channels – a task that can be challenging to execute.
Technical integrations and systems
Many B2B companies rely on existing business systems, such as enterprise resource planning (ERP) and customer relationship management (CRM). Integrating these systems with new digital platforms and ensuring they work seamlessly together is a common technical hurdle.
Alignment with customer expectations
Today’s B2B customers expect a digital experience similar to what they encounter in the B2C world – easy navigation, transparent pricing, and seamless payment solutions. Companies unable to meet these expectations risk losing customers to more digitally mature competitors.
Data management and personalization
In the digital B2B landscape, data is an invaluable asset. Collecting, analyzing, and using customer data to create personalized offers and relevant experiences is crucial for success. However, managing large volumes of data efficiently and securely remains a significant challenge.
Building trust digitally
B2B sales rely heavily on long-term relationships, making trust a cornerstone of success. Digital channels can make it harder to build and maintain trust, especially when personal contact is limited. Companies must actively create credible digital experiences through customer reviews, clear communication, and reliable customer service.
Different tools for digital B2B sales
In digital B2B sales, a variety of tools can help streamline and optimize sales processes, enhance customer experiences, and drive business growth. Below, we outline some of the most important tools to consider.
ERP and CRM
Most B2B companies engaged in digital sales likely already use an ERP system. Many also leverage a CRM system to manage customer relationships, set KPIs, track leads, and more. To maximize the value of these tools, it’s crucial that they integrate seamlessly with your e-commerce platform.
E-commerce systems for B2B
A comprehensive platform designed for B2B companies enables management of the entire sales process – from start to finish. These platforms typically offer features like order management, customer management, payment solutions, and quote requests.
A robust B2B e-commerce platform supports sales process automation, improves customer communication, and integrates with other systems like ERP and CRM, creating a seamless experience for both sales teams and customers.
PIM systems
For companies handling extensive product data, a Product Information Management (PIM) system is essential. These systems centralize, organize, and distribute product information across various channels, ensuring accuracy and consistency.
In B2B, accurate product information is critical for reducing returns, enhancing customer satisfaction, and boosting sales performance. A PIM system also simplifies the management of complex product catalogs and enables customization of information for specific customer needs.
Marketing automation
Companies further along in their digital transformation often rely on marketing automation as a core component of their B2B sales process. These tools enable the creation of automated workflows that save time and improve communication accuracy.
Marketing automation allows for segmentation of target audiences, delivery of personalized messages at optimal times, and real-time tracking of customer interactions. It’s also invaluable for lead nurturing, helping guide prospects through the buyer journey with relevant content and offers. Sales teams receive qualified leads, enabling them to focus on closing deals efficiently.
READ MORE: 7 tips for succeeding in your B2B digital sales
4 key trends in B2B sales in 2025
B2B sales are set for exciting developments in 2025 as digital transformation continues to redefine how companies interact with their customers. Staying up to date with the latest trends will be essential for maintaining competitiveness and building strong customer relationships in an increasingly digitalized world. Here are four trends we believe will drive B2B digital sales in 2025.
1. AI leads the way
Artificial intelligence (AI) will play an increasingly central role in digital B2B sales in 2025 and beyond. By automating and optimizing sales processes – from lead generation to customer service – AI enables companies to streamline workflows and operate more efficiently.
AI-powered tools can predict customer needs, make tailored recommendations, and enhance the customer journey at every stage of the sales cycle, delivering a seamless and efficient buying experience. Additionally, AI makes it easy for manufacturers, retailers, and other B2B companies to generate product descriptions in multiple languages, simplifying international operations.
Currently, 15% of B2B companies use AI to enhance their digital business and customer experience, while 21% plan to adopt it in the near future.
READ MORE: AI in e-commerce: the future of online shopping experiences is changing
2. Data-driven selling becomes crucial
Data-driven insights are already essential in B2B digital sales, and their importance will only grow in the future. Collecting and analyzing data to understand customer behavior and market trends is key to driving success and accelerating digital business.
Companies aiming to excel in B2B digital sales must measure and evaluate their efforts to ensure customer satisfaction and identify areas for improvement.
Only 49% of Nordic B2B companies currently measure ROI on their digital initiatives.
3. Client portals enhance the customer experience
Client portals are set to become an increasingly critical component of digital sales for B2B companies. These portals empower customers to easily manage their accounts and access essential information independently. The benefits of client portals include:
- Increased sales
- Easier promotion of new products
- Improved communication with customers
- A superior customer experience
- Reduced burden on customer service and support
Currently, 15% of B2B companies use a client portal for B2B sales.
4. Personalization more important than ever
Personalization is no longer just a competitive advantage – it’s a necessity for success in an increasingly competitive market. B2B customers now expect the same level of personalized service they receive as B2C consumers, and companies that can meet these expectations will gain a distinct edge.
By leveraging advanced data analytics and AI-powered tools, businesses can create personalized experiences tailored to customers' specific needs, past purchases, and unique preferences.
The trend is moving toward personalized product recommendations, customized product descriptions, tailored price deals, and targeted promotions that are relevant and value-adding to each customer.
More than half (51%) of B2B companies in the Nordics have mapped the customer journey.
What is the future of B2B digital commerce?
The future of B2B digital commerce looks promising, according to the latest report “Nordic Digital Commerce in B2B 2024.” The findings reveal that Nordic e-retailers are increasingly optimistic about the future, with a strong focus on improving customer service and generating new revenue streams.
The report highlights that a significant majority (71%) of Nordic B2B companies engaged in digital sales expect growth in this area, with 68% anticipating double-digit growth. Additionally, 25% of companies not yet offering B2B digital sales plan to launch an e-commerce solution within the next three years.
Digital strategies and technology solutions are key to success
Digitalization is unlocking new opportunities for B2B sales. By leveraging technology, companies can collect and analyze data to better understand their customers. These insights enable the development of tailored services that add value and strengthen customer relationships.
A major advantage of digitization is the ability to create self-service solutions, allowing existing customers to complete purchases more easily. This approach not only enhances the customer experience but also drives additional revenue from the existing customer base.
Leadership drives change and determines success
Successful digital transformation hinges on strong leadership. Key challenges include managing organizational change, fostering collaboration between departments, and addressing resistance to adopting a digital sales strategy.
Support from senior management is critical. Their commitment and proactive approach to driving change are essential for navigating challenges and ensuring long-term success in the digital landscape.
5 quick tips to succeed with your B2B digital sales
Are you just getting started with your B2B digital sales? Or are you further along and want to accelerate your business? Here are five tips to help you maximize your digital sales - no matter where you are in the digitalization journey.
1. Have a clear strategy
Start by defining clear goals and a strategy for digitalization. Why are you investing in digital B2B sales? Use the answers to establish relevant KPIs, and regularly monitor your progress to ensure you stay on track.
2. Get the whole company on board
Success in digital B2B sales requires buy-in from the entire organization. Make sure everyone understands the purpose and benefits of going digital. The aim is to make work more engaging and efficient for all employees, fostering a unified approach to digital transformation.
3. Let the customer journey lead the way
The customer’s needs and behaviors should guide your digital B2B sales efforts. As in B2C, it should be easy for customers to find prices, compare products, and make purchases. Analyze your customers’ journey and tailor your offerings accordingly. Don’t hesitate to benchmark against your competitors to identify opportunities for improvement.
4. Measure and track your B2B digital sales
It may seem obvious, but many B2B companies overlook the importance of tracking their digital performance. Stay focused on your KPIs and revisit them regularly to ensure your activities are delivering the desired results.
5. Enlist the help of experts
Finally, partner with experts who understand the unique challenges and processes of B2B companies. Choose a partner with whom you can build a long-term relationship, someone who can help you scale and grow your digital B2B business effectively.
To sum up
We hope this guide has provided you with valuable insights into digital B2B sales and a solid foundation for accelerating your digital business. For further inspiration, we recommend exploring our case studies featuring other B2B companies that have achieved success with digital commerce.
Are you ready to embark on your digital journey? Feel free to reach out to us at curious@litium.com – we’re here to help.