【Akeneo】2024年B2B电商调研报告_12页_14mb

B2B Survey Report 2024 Summary

Core Content

The B2B Survey Report 2024, commissioned by Akeneo and conducted by 3Gem Research, surveyed 650 B2B professionals across the United States, United Kingdom, France, and Germany. The report outlines key trends and challenges in the B2B industry, emphasizing the need for digital transformation, omnichannel strategies, and robust product experience (PX) planning.

Key Takeaways

1. The B2B Buying Experience is Starting to Mimic the B2C Experience

• Customer Expectations: B2B customers are increasingly expecting convenience, personalization, and seamless digital interactions similar to B2C.
• Digital Adoption: 52% of B2B companies are focusing on making more product information available online.
• Marketplace Growth: 90% of B2B organizations plan to increase their use of marketplaces in the next two years.
• Popular Channels:
  • 51% use digital self-serve portals pre-purchase
  • 46% use social media
  • 45% use product marketing websites
• Post-Purchase Engagement:
  • 42% use social media
  • 39% use customer support calls
  • 39% use digital product portals
  • 38% use live webchat
• Ethical and Emotional Factors: 66% of respondents believe product and brand values will become more important in the next few years, especially around sustainability and ethical considerations.

2. Most B2B Organizations Struggle with Managing Product Information

• Common Challenges:
  • 99% of B2B companies face at least one product information challenge.
  • 37% struggle with automation and AI implementation.
  • 40% still manage product information manually.
• Key Issues:
  • 31% face collaboration challenges with product data.
  • 28% struggle with timely product launches.
• Solutions:
  • 48% use AI for product information consistency.
  • 47% rely on surveys and feedback.
  • 47% use PIM systems with native product syndication capabilities.
• Example: Dodge Industrial improved product launch efficiency using Akeneo PIM.

3. Regulatory Compliance is a Universal Challenge

• Top Challenge: Compliance with ever-changing regulations is the number one challenge for B2B organizations.
• Supply Chain Concerns: 50% of organizations view supply chain management as their top compliance concern.
• Regulatory Tools:
  • ETIM Classification: A standardized model for technical product data, supported by the Calago ETIM app.
  • Digital Product Passport (DPP): A European regulation requiring detailed product information, which can be managed via the Ocode DPP app in Akeneo.

4. High-Quality Product Experiences are Key Drivers for Customer Satisfaction

• Benefits of PX:
  • 66% of senior managers see increased repeat business and conversions.
  • High-quality experiences improve customer confidence, reduce uncertainty, and enhance sales.
• Key Information Sources:
  • Clearly written product descriptions (79%)
  • Technical data sheets (78%)
  • Warranty information (75%)
  • Compatible products (75%)
  • Customer testimonials (75%)
• PX Strategy: A comprehensive strategy can elevate customer engagement across the entire buying journey, leading to more profitable sales.

5. The Future of B2B is Digital and Omnichannel

• Digital Transformation: 85% of companies have adopted a digital sales strategy.
• Revenue Contribution: Digital channels account for 48% of total revenue on average, with 9% of companies relying on them for over 80% of revenue.
• Expected Innovations:
  • AI adoption (42%)
  • Hyper personalization (42%)
  • AR/VR (40%)
  • IoT integration (38%)
  • Composable architecture (37%)

Conclusion

The B2B industry is undergoing a significant transformation driven by digital experiences, customer expectations, and regulatory demands. Organizations that adopt omnichannel strategies, invest in PIM systems, and implement PX strategies will be better positioned to thrive. The report underscores the importance of addressing product information challenges, enhancing customer engagement, and leveraging technology to futureproof their business.

About the Survey

• Survey Conducted: April 25 to May 17, 2024, via a CAWI system.
• Sample Size: 650 B2B professionals across four countries.
• Methodology: Representative sample based on age, gender, and region.

About Akeneo

Akeneo is a global leader in Product Information Management (PIM), offering intelligent Product Cloud solutions that enable companies to create elevated product experiences through AI-powered data enrichment, management, and syndication. It supports a wide range of industries and businesses, including leading brands like Chico's, CarParts.com, and Kering.

About 3Gem

3Gem Research is a full-service market research agency with online panels in over 65 countries. It adheres to MRS guidelines and is ESOMAR accredited, providing robust and actionable insights for businesses and thought leadership campaigns.