B2B buyer enablement: How can ecommerce tech vendors leverage it effectively

Updated: Sep 14, 2021




B2B Buyer enablement



B2B marketing and selling in 2021 is more about helping customers make purchase decisions, faster and easily rather than selling products and services. Today, those ecommerce technology providers that want to succeed must take a buyer-first mentality and focus their sales and marketing initiatives towards educating and simplifying complex and difficult purchase decisions for their prospects. Providing interactive, relevant and personalized information at various points along their buyer journey as well as tools is what buyer enablement is about.


Before your sales and marketing teams can enable your prospective buyers, it is important to understand them, what they care about and what their purchase realities are.


Understand your buyers - Before you aid your buyers, you must first have a deep understanding of who they are, what they want, their goals, issues and challenges. There are at a minimum of 4 buyers in a buying group, they come from various departments and play different roles. What is their ICP? Their unique and individual pain points, motivations, priorities and goals? How do they tie into the larger business outcome for their organization? What are the aspirational short term and long term goals of the organization? What does their internal purchase process look like? What is the buyer group dynamics? How do they communicate and make decisions internally? More detailed and deep the better. Understanding your buyers should be an ongoing process so your sales and marketing can create effective strategies that serve your customers best.


Understand what B2B buyers care about - Unlike B2C scenarios where buyers are more interested in buying the best quality product for lowest price, B2B buyers care about their long-term ROI. They want to know how your technology will pay off in the long run in terms of investment and return it provides. Is investing money in your ecommerce platform justified? Look at their pain points and what it is costing them financially? How much business are they losing to competitors? What value will your ecommerce offering bring to their business? Who will be financially impacted most on the buying team? How will the whole organization benefit? A downloadable guide or presentation on cost benefit analysis can help.


Understand modern B2B buying realities - Buying realities are different today than they were just a few years ago. B2B purchasing is no longer seller driven instead buyer-first. Prospects prefer a seller free experience and rely on self service options to research their problems and find solutions. Promotional messages about your products and services aren’t useful instead educational ones are. Buying interactions have increased from 17-27. Further buying team is no longer a one or two person job, instead a formal committee with at least 6-10 buyers from various departments. Buyer’s today operate in an information-rich environment where they have access to more data and insights than ever before. High-quality content is necessary but even more important is helping them sift through and make sense of everything they have collected.


Now that you better understand your buyers needs, let’s look at how you can enable them -


Content - Creating relevant and personalized content that is useful to various people on the team at various stages throughout their purchase journey is an important element to helping your buyers progress. Keep in mind whether the buyer is purchasing from you the first time or buying again. Including facts, insights, user reviews, evidence and results in your content can help them see how your platform has helped other businesses like theirs digitally transform. For a buyer who is launching their ecommerce operations for the first time, they may be interested in learning about what their platform should include (they may not be fully aware). For example -

  • Deep personalization capabilities

  • Customizable pricing, payment, ordering and reordering options

  • Digital payment options

  • Security

  • Frictionless checkout

  • Customer segmentation

  • Bulk ordering

  • CMS capabilities

  • Mobile friendly


Just some of what you can include in your product guide to help with their product evaluation and supplier selection process.


Other content ideas are -

  • Research reports - example - headless commerce architecture, Ecommerce study

  • Case studies - showcasing how other businesses benefited from technology

  • Videos - Platform Demo

  • Infographics

  • Peer recommendations and review sites - 61% rely on them

  • Competitor product comparison - 65% find them useful

  • Whitepapers

  • Fact sheet

  • Brochure

  • Interviews with experts

  • Statistics based surveys

  • Opinions and reviews from influencers, advocates who are often satisfied customers

  • Blog posts



Buyer insights in the form of what information buyers are seeking, what sales and marketing asset they engage with and at what stage during the buyer’s journey are useful to further build on creating useful content.