As technology rapidly reshapes business, thriving in B2B e-commerce demands more than just new tools – it requires a strategic, comprehensive approach to digital transformation. In 2024, the B2B Frontrunners program guides businesses through this complex landscape with a roadmap designed for success.
To shed light on the upcoming sessions and the vision behind this groundbreaking program, I spoke with Harold van der Horst, the initiator of the B2B Frontrunners community, and Arjen Bonsing, Founder of The Humain Touch. Their insights will help us understand how this initiative will shape the future of B2B e-commerce.
Harold, can you start by giving us an overview of the B2B Frontrunners community and what inspired its creation?
Harold van der Horst: Of course! The B2B Frontrunners community was born out of a need to connect forward-thinking e-commerce professionals who are eager to lead the way in the digital age. Our goal is to create a platform where these professionals can come together, share experiences, and learn from each other. With rapid advancements in technology, particularly AI, it’s crucial for businesses to stay ahead. The community offers exclusive resources, interactive sessions, and a network of like-minded peers to help them navigate these changes effectively.
Arjen, we’re at a turning point in e-commerce, particularly with the rise of AI. Could you explain how this shift is driving changes in B2B interactions and customer experiences?
Arjen Bonsing: Absolutely. We’re witnessing a profound transformation driven by technological advancements, especially with generative AI and enhanced computing power. E-commerce is evolving from offering merely personalized experiences to what we now call hyper-personalized interactions – the “Individual Age”. This shift enables businesses to tailor each customer interaction to the unique profiles, preferences, and needs of their clients in real time. The rigid, predefined customer journeys of the past are being replaced by fluid, responsive interactions, powered by algorithms and AI that adapt dynamically to customer behaviors.
So, we’re moving from traditional customer journeys to what you describe as “intelligent customer interactions”. Can you elaborate on what that looks like in practice?
Arjen Bonsing: In the Individual Age, every interaction is personalized, dynamic, and relevant. AI-powered algorithms take over the role of business rules, creating conversational experiences across various functions and interactions. Think of voice assistants and generative AI models that can engage with customers in natural, contextual conversations. This shift requires businesses to rethink their approach to customer engagement, focusing on responsive and real-time interaction rather than static journey designs. The key is integrating advanced technologies to create connected systems and seamless data flows that drive meaningful, personalized experiences at scale.
The five-step roadmap to advanced B2B e-commerce
Harold, how does the B2B Frontrunners program address these evolving trends, and what can community members expect from the upcoming sessions?
Harold van der Horst: Certainly. Under the theme “Advanced B2B e-commerce in an AI-powered world”, the 2024 B2B Frontrunners program is structured around a five-step roadmap: Analyze, Imagine, Design, Measure, and Manage. For each step of this digital transformation journey, we've organized a session that guides participants through strategic decision-making – from identifying growth opportunities to fully integrating these innovations into their operations.
Here is what to expect:
1. Analyze: Explore your potential
In our first session titled “Supersize your B2B e-commerce with advanced analysis and intelligent conversion strategies”, we focused on uncovering hidden growth opportunities using data and AI. By analyzing conversion rates and applying intelligent data strategies, experts from Würth and RAJA demonstrated how even small improvements can lead to significant business gains. Although the session has already taken place, you can watch it on-demand here.
2. Imagine: Define your ambitions
Our next session, “Scaling fast in B2B e-commerce: From experimentation to digital transformation”, on September 17th will guide participants in aligning their strategic goals with digital opportunities. Industry experts from Bunzl, Musgrave, VML, Accenture, and SPARQUE.AI will showcase how AI-powered experiments drive rapid validation of digital strategies, helping companies achieve their transformation goals. This session will also cover how to effectively balance short-term wins with long-term growth strategies. Watch recording
3. Design: Create intelligent customer interactions
In this session titled “Boost B2B e-commerce with customer centricity and design”, happening on November 5th, 2024, we’ll focus on how to craft hyper-personalized, dynamic interactions using design thinking and AI. Leaders from Röhm and INDI will share how they leverage customer insights and collaborative design to create engaging, adaptive experiences that drive success. Watch here
4. Measure: Use advanced performance monitoring
Scheduled for December 10th, 2024, the B2B Frontrunners session “Use the power of data to measure, improve, and accelerate your B2B e-commerce performance” will dive into how companies are utilizing AI-driven metrics to enhance personalized interactions and boost business outcomes. Register here.
5. Manage: Implement new ways of working
Our final session of this year’s B2B Frontrunners program, “Empower your organization to increase the business results of advanced B2B e-commerce,” is set for January 28th, 2025. This session will explore how industry leaders like the technical wholesaler Isero are integrating new technologies into daily operations, fostering a culture of continuous improvement, and driving innovation. More details and registration options will be available soon.
Arjen, how does The Humain Touch’s expertise in AI fit into these sessions?
Arjen Bonsing: Our expertise is integrated into each phase of the roadmap. We emphasize demystifying AI – showing businesses that AI is a tool rather than a complex, mythical force. We guide participants on how to build the right data and intelligence architecture to support holistic, real-time customer experiences. In the Analyze phase, for example, we help businesses harness AI to extract deep insights, while in the Design phase, we focus on using AI to enhance customer interactions in a scalable, yet personalized, manner.
Before we wrap up, any final thoughts on why businesses should join the B2B Frontrunners community?
Harold van der Horst: The B2B Frontrunners community and its 2024 “Advanced B2B e-commerce in an AI-powered world” program is a must for businesses looking to lead in digital transformation. We offer the tools, insights, and community support needed to navigate the complexities of today’s e-commerce landscape. It’s about staying ahead by not just understanding the trends but actively shaping them. Plus, after each session, participants will receive a comprehensive action paper packed with practical insights and models. These will form a complete roadmap for advanced B2B e-commerce, offering strategic guidance and actionable advice on implementing AI solutions effectively.
Arjen Bonsing: The Individual Age is here, and embracing AI is key to staying competitive. The B2B Frontrunners program offers a roadmap to guide businesses through this new era, ensuring they are equipped to leverage AI and advanced e-commerce strategies effectively. As with any new technology, the success of AI implementation depends largely on organizational readiness (70%), technology (20%), and algorithms (10%). The key to effectively harnessing these technologies lies in the human expertise and ingenuity within your organization. Building knowledge, experience, and support within the organization is crucial for success.
Join the B2B Frontrunners community
Ready to lead in B2B e-commerce? Become a B2B Frontrunner today and unlock the potential of advanced e-commerce strategies. Join our community and start shaping the future of your business in 2024 and beyond.
