This IDC Perspective analyzes the growing relevance of data-driven personalization in B2B buying journeys enabling organizations to shift from transactional selling to experience-driven partnerships. It explores how AI-powered and integrated systems can enable organizations to deliver relevant and context-based experiences throughout the buying journey. It highlights the key trends, main use cases, and benefits of personalization as well as the challenges to address for successful strategies for personalization in B2B digital commerce. "B2B buyers increasingly expect digital commerce experiences that are tailored and relevant to their unique needs at every stage of their buying journey. By leveraging AI and the wealth of data they have, organizations can deliver personalized experiences at scale, driving efficiency and customer loyalty," said Mark Casidsid, senior research analyst, Worldwide Digital Commerce.
Executive Snapshot
Situation Overview
What Is Driving Personalization in B2B Commerce?
Main Use Cases for Personalization in Digital Commerce
Personalized Product Discovery and Catalogs
Personalized Product Recommendations and Bundles
Personalized Pricing and Tiered Discounts
Role-Based Personalization
Companies Are Leveraging AI to Enhance Their Personalization Efforts
Caveats to Consider in B2B Personalization
Challenges to Address
Data Integration and Management
Omni-Channel Consistency
Algorithmic Bias and Transparency
Data Privacy and Compliance
Measuring Impact and Revenue Attribution
Advice for the Technology Buyer
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Synopsis
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