As more and more of buyers’ day-to-day transitions online, expectations continue to shift rapidly. Experiences that were once impossible to deliver are now table stakes thanks to ever-improving technology like Adobe Analytics and Adobe Target. From complex B2B buying capabilities to individualized product recommendations, your business needs to keep up with expectations as they shift. Those who don’t, can expect to see a negative impact on their bottom line: 88% of buyers said they’d defect from a supplier whose digital channel couldn’t keep up.

One of the biggest shifts in B2B purchasing expectations has been the demand for personalized experiences when interacting with a digital brand. Personalization provides each consumer with a more relevant and targeted user experience. As rapidly-evolving technology drives customer expectations higher and higher, it’s imperative that brands deliver personalized experiences at every step in the customer lifecycle. But how can B2B brands successfully deliver personalized omnichannel experiences to every one of their customers?