Streamlining Digital Experiences for B2B Manufacturing

Just like any other industry, digital experiences have been the top priority for manufacturers. While some manufacturers are proactively adopting digital tools to gain a competitive edge, others feel the pressure to innovate simply to keep pace. This critical need to modernize is evident in the MACH Alliance's 2024 annual report, which reveals that 81% of manufacturing decision-makers believe innovation is more critical in 2024 than in the past five years. That's the highest urgency level across all industries surveyed!

Considering this, many manufacturers are diving into the waves of digital commerce while modernizing their legacy infrastructure at an unprecedented pace. In fact, brands that don’t sell directly to consumers are building digital experiences to establish an engagement with end consumers and drive sales. However, only a few are focusing on the industry's long-term challenges, like unexpected buyers' preferences or shifting technology trends.

So, how can you navigate this dynamic landscape and develop a digital commerce strategy that's not just trendy but genuinely transformative for your manufacturing business?

The answer lies in a comprehensive approach. In this blog, we'll delve into manufacturers' key challenges when choosing a digital commerce strategy and explore actionable steps to overcome them.

Mastering the Digital Shift: Challenges & Strategies for B2B Manufacturing

The manufacturing landscape is undergoing a seismic shift. While B2B transactions have traditionally relied on established relationships and well-defined channels, the digital revolution is changing the game. Customers today expect a seamless online experience, demanding clear product information, easy ordering processes, and personalized interactions. To stay ahead of the curve, manufacturers must embrace digital commerce and master the challenges of this new frontier.

Related: XM Cloud Accelerator for Manufacturing | Icreon

Content Marketing for Complex Products

In the world of manufacturing, where products can be technical, content marketing faces the unique challenge of reaching your audience (especially non-technical) without bombarding them with specifications. Thus, effective content marketing bridges this gap. Manufacturers can connect with a broader audience by translating intricate details into clear and engaging stories.

The scope of content marketing goes beyond advertising and promotion; it is well-rooted in the whole content management process. For instance, a leading manufacturing firm, Ultrafabrics, wanted to strengthen its content marketing efforts to reach audiences impactfully. However, due to poor CMS capabilities, it was unable to do so. The organization turned to Icreon to develop a powerful website that would cater to their content needs and deliver the right message at the right time to their customers.

Icreon helped Ultrafabrics find the right CMS platform to meet the needs of their business. This transformation placed content management squarely in the hands of Ultrafabrics' marketing team. Today, their campaigns, content, multi-variate testing, and flagship site can be managed entirely in-house, without the need for external support, showcasing the power and effectiveness of Icreon's solution.

Measuring the ROI of Digital Experiences

Although you have chosen the best digital commerce solution for your manufacturing business, it would lack performance if you don’t know how to measure the ROI. For digital experiences, measuring the ROI is often complex, involving clear metrics and attribution models to link website interactions to sales and brand loyalty. In B2B scenarios, this is incredibly challenging due to intricate buying journeys.

However, partnering with digital experience experts can help you simplify the whole process. Our team at Icreon offers a systemic approach, including defining clear objectives, implementing advanced analytics, tracking operational efficiencies, performing sales and revenue analysis, and more. We always ensure that your digital investments yield substantial returns and drive long-term success for your business.

Siloed Data and Fragmented Customer Journeys

In B2B manufacturing, managing data is crucial as it directly impacts the decision-making process and customer interactions with the businesses. Business decisions are always derived from the data and information collected over time from different customers' touchpoints. If you’re a manufacturer and are not maintaining a single source of information, you and your business can fall into the trap of siloed data and, thus, fragmented customer journeys.

Just imagine having all the required information in silos and not being able to collect and analyze it when required, the worst scenario ever. Therefore, if you’re considering digital commerce, it is important to connect all the data and create a streamlined flow of information that can be utilized across various channels.

Even brands that don’t sell directly to consumers can leverage digital experiences to engage with end consumers and drive sales. For example, General Tools wanted to get their brand directly in front of DIYers, even though they sell through major retailers. They partnered with Icreon to create a mobile app that helps DIYers plan and manage their home improvement projects.

The key here is that the app wasn't just informative. It was designed to ultimately increase sales of General Tools products. Icreon built the app to seamlessly connect with General's product line. This way, DIYers could easily find the tools they needed for their projects and the app would show them where to buy those tools, either online (Amazon) or in stores (Home Depot, Lowes).

Competition from Digital-Native Brands

Today’s digital-first brands often outpace traditional manufacturers as they excel in creating seamless, personalized experiences that resonate with modern consumers. They harness data analytics, social media, and e-commerce technologies to adapt to market trends and customer preferences quickly, providing superior convenience and innovation. This agility allows them to launch new products faster, offer tailored marketing, and respond to real-time customer feedback.

Established manufacturers face the challenge of transforming their operations to match this digital proficiency. At Icreon, we have a team of digital experience experts who perform in-depth analysis, develop custom strategies and roadmaps, and design, develop, and integrate solutions to modernize legacy systems.

For example, Bullit Group, a leading manufacturer and distributor of rugged mobile phones, boosted sales with an ecommerce transformation. The company recognized the importance of reinventing its digital customer experience to showcase the value of its products and differentiate itself from its rivals. They partnered with Icreon to devise an innovative strategy to tackle this challenge. Icreon played a pivotal role in devising the strategy, design, and overall user experience, ensuring a sophisticated digital commerce journey that increased sales and engaged customers.

Choosing the Right Technology Partner

Now that you’ve gone through the challenges of manufacturers and correspondent opportunities along with digital commerce, it’s time for you to choose the right technology partner. Manufacturers need a partner who not only understands the intricacies of the industry but also possesses the expertise to implement tailored solutions that address unique challenges.

At Icreon, we leverage cutting-edge technologies and strategic insights to create robust, scalable, and composable digital commerce platforms. Our deep industry knowledge, coupled with a client-centric approach, ensures that each solution is meticulously crafted to enhance operational efficiency, streamline supply chains, and elevate customer experiences.

If you’re ready to harness the power of digital commerce and propel your manufacturing business toward sustained growth and innovation, contact Icreon’s digital experience experts.