How to Improve the B2B Wholesale Buyer Experience

B2B businesses have grown exponentially over the last three years. Since the sweep of the COVID-19 pandemic across the globe, there has been an increase in demand for B2B products and services, as well as eCommerce solutions. 

But, despite this increase in demand, these companies are now facing new challenges due to the slow decline of global economies and the threat of recession. 

So, how do you, as a B2B business ensure that your brand continues to expand and grow, despite the threat of economic instability on the horizon? We thought that we would take a look at what some of the most successful B2B companies are doing to not only attract but also retain their clients. We unpack how they are improving the customer experience and ensuring that they come back repeatedly.

b2b marketer writing audience on white piece of paper

Have a well-established automation platform in place 

Ask yourself a question. What does your brand look like to your customers? How do they experience you? From the second they find you to actually engaging and interacting with you, the entire process needs to be absolutely streamlined. 

So, to help you out, your best bet would be to invest in a wholesale management platform, such as JOOR. This platform allows you to create virtual showrooms for your clients to browse, and pick out what they want from your collections. From there, it provides you with the key data and information you need to know what your customers are looking at and what you need to be doing to continue to appeal to their needs. Not only will this help you stock relevant products that they want but it will also reduce the amount of waste on your side. 

The platform also provides an overall management platform from start to finish for your business. This not only allows you to focus on expanding your business in other areas, but it also simplifies everything for the customer. So, from ordering to payment and even delivery, the customer will experience a seamless process. This is usually what attracts repeat customers.

Focus on your content 

Now that you have your processes streamlined, and know that your customer will be looked after from start to finish, it’s time to take a deeper dive into your actual site and marketing channels. Content is absolutely key when it comes to attracting and retaining your clients. You want your content to do several things. 

You want it to educate, inform and entertain your clients. You want to establish yourself as a leading authority in your field and for them to trust you. The more you educate your client, the more they will be able to trust you and the more likely they are to come back.

But, we know that creating content constantly can be quite resource-intensive. Especially if you are a highly technical brand. Getting a great content writer is imperative, as you will want content being updated on your site, you will want blogs to be written and you will need constant marketing content being shared. But, when content creation gets too demanding, you can always look for help from various online tools. 

A help authoring tool is an effective way to handle the content management system in the company. It will assist your writers in creating that essential technical content and help them author articles and documents. So, with this, all of your content can be effectively made, managed, and published to ensure that a steady stream is constantly going out. Implementing Help Authoring Tools can greatly improve the efficiency and effectiveness of your content creation process.

Measure, monitor, and test everything 

In order to know what is working, you will need to rely on the relevant data coming into your company. How successful are your campaigns? Is your SEO working? Where is your traffic coming from? The more you know about your customers, and the more you know about their behavior on your site, the more you can realign your site and your strategies to cater to them. 

Take a look at a platform such as Google Analytics. This should be a standard platform in your business. Google Analytics allows you to permanently monitor where traffic is coming from on your site, how it behaves, where it goes, and whether it goes down the sales funnel and converts. You can see whether you have organic traffic coming in, or whether more traffic comes from your social media channels. 

You can also use data coming from your various marketing channels. All social and email platforms provide you with vital metrics about your campaigns. So, you will have insight into which posts converted more traffic, which had engagement, and which you can plan to run again.

Know who your clients are 

In order to achieve all of this, you will actually need to know who your clients are. You will need to have an in-depth scope of what their needs are, what they are searching for, and what they require. In fact, you need to know what they want before they even know what they want. 

Spend time putting together a buyer persona. Have an insight into their price points, what your competitors are offering and what kinds of products they are currently using in their business. Conduct surveys with your clients and send them questionnaires about their experiences. Collect as much information from them as possible, and if you can, incentivize them to give you information about your products and services. 

How did we do? types of emails are critical to finding out if you are missing anything or whether you could give them more. For bigger, more lucrative clients, consider actually visiting them personally to understand their business and craft a strategy rit. You will notice that what you do for one client, will most likely be helpful for others. You can also use as much information from the data that you are collecting in the previous point to be able to have keen insight into them.


Your customer experience journey should be solely focussed on your client. It is important with to ensure that you are surprising and delighting clients at every stage of the journey with you. Spend time getting to know what they need and want from you and mold your products and services around that. 

Use your metrics to cater to them, but also speak directly to them, too. Heighten every single touchpoint to make sure that they are getting the best side of your company and keep checking in with them about their experiences with your company. The more feedback you get from your client, the more you can adjust your strategy.

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