Episerver: 2020 B2B Web Experience Report

Episerver released the "B2B Web Experience Report." The percentage of marketers who chose online differentiators (37%) was higher than the overall level (31%), and the respondents also included IT and e-commerce professionals.

The survey further demonstrates the positive sentiment B2B marketers have towards social media. When asked to select a single channel that helps their company reach customers most effectively, 3 in 10 respondents chose paid social media, ranking first among all choices, followed by paid search (16%) and email marketing (15%).

Additionally, when marketers are searching for a B2B company to do business with and act as a buyer, the most popular choice (49%) is to use social media, a number similar to those who turned to the company website (48%) and email (48%).

Other common choices include through digital experiences (33% of marketers, 37% overall), through self-service options (33% of marketers, 27% overall) and content marketing (31% of marketers, 30% overall).

Few B2B marketers consider website personalization as a differentiator

Only 3% of marketers selected website personalization as a key differentiator. However, the vast majority of respondents (93%) agree that personalized content increases revenue.

Other highlights

• The majority of respondents (71%) agree that their companies have a customer-centricity gap.
• More than one in six B2B marketers say their relationships with their customers are either strained (9%) or non-existent (6%).
• By 2025, 38% of respondents expect their B2B e-commerce sites to generate more than 60% of revenue.
• When asked what the most important opportunity for their company would be in the next year, 41% of respondents said it would be selling products directly to customers online, followed by expansion into new regions (37%) and providing sales staff with digital selling tools (36%).

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