B2B Buyers Are Demanding Better Product Information – Are You Ready?

Hey there, fellow small business owner! If you’re navigating the world of B2B sales, you’ve probably noticed something: your customers expect a lot more from you these days. And they’re not just looking for great prices and reliable products—they want experiences. Yes, even in B2B, digital marketing matters!

Gone are the days when you could throw up a basic product listing and call it a day. According to a recent survey from Akeneo, a whopping 90% of B2B organisations are ramping up their digital sales strategies over the next two years. Why? Because B2B buyers now expect the same slick, personalised, and convenient experiences they get when they’re shopping for sneakers online.

Let’s dive into why B2B businesses are scrambling to improve their digital game, the challenges they face, and—most importantly—what you can do to stay ahead of the curve.

The Changing Landscape of B2B: Is It B2B or B2C?

The line between B2B and B2C is getting blurry, and that’s a good thing! These days, B2B buyers are behaving more and more like consumers. They want fast, personalised service, easy access to product information, and a seamless buying experience from start to finish.

In fact, more than half of B2B buyers (51%) prefer using digital self-serve portals when researching products.

And don’t overlook the power of social media—46% of buyers turn to platforms like LinkedIn and even Instagram for information before making a decision.

B2B companies are catching on. Around 90% of them plan to invest more in digital sales, especially larger organisations.

This shift is forcing businesses to rethink how they manage and present their products online, as well as how they communicate their brand values. Two-thirds of B2B decision-makers believe that “product and brand values” are going to be a big deal in the coming years. Translation? Your brand needs to stand out not just for what you sell, but for how you sell it and why your products matter to your customers. That’s what really drives more leads and sales!

Why Product Information Matters More Than Ever

Here’s a little secret: your product information is your sales pitch. The clearer, more detailed, and accessible it is, the more likely a B2B buyer is going to choose your product. But—spoiler alert—it’s not as easy as it sounds. In the Akeneo survey, 99% of business leaders said they face challenges with managing product information.

Imagine this scenario: You’re getting ready to launch a new product. You need to gather all the specs, write the descriptions, create technical documents, check regulatory compliance, and get everything onto your website before the launch date. Sounds stressful, right? Well, for many B2B companies, that process takes an average of two weeks—if they’re lucky. Some businesses (about 12%) even take over 30 days just to get all the data together! That’s a lot of time spent wrangling information instead of making sales.

The challenge here is consistency. Whether it’s product descriptions, technical data sheets, or customer reviews, everything needs to be accurate and aligned across all channels—your website, digital ads, social media, and third-party platforms. If it’s not? You risk frustrating your customers and losing sales.

The Rise of Automation and AI in Product Information Management

You’re probably thinking, “There’s got to be a better way to handle all this product info,” and you’re right. Many businesses are turning to automation and artificial intelligence (AI) to streamline their product information management (PIM). Yet, even with all this tech at our fingertips, the survey found that 40% of companies are still managing their product information manually. And let’s face it, doing things manually in today’s fast-paced digital world just isn’t going to cut it.

AI can help automate time-consuming tasks like data collection, product enrichment, and even personalising product recommendations for buyers. That’s a game-changer if you’re a small business trying to keep up with larger competitors. By embracing automation, you can reduce the time it takes to get products to market, improve accuracy, and ultimately give your customers the product information they crave.

Compliance Woes: A Common Headache for B2B Businesses

One area where B2B businesses continue to struggle is regulatory compliance. Yep, nearly every company (99%) in the survey admitted they face challenges in this area – and compliance requirements in the healthcare industry are especially robust. Supply chain management tops the list of concerns, followed by maintaining consistency in product data and ensuring that it’s optimised for search engines (SEO).

Complying with regulations can be a huge pain and a major roadblock to getting products launched quickly. About 36% of businesses said compliance issues are a significant reason for delays. And with data protection laws tightening, it’s no surprise that compliance is becoming more complicated. Businesses that can’t keep up with these regulations risk not only product launch delays but also potential legal consequences.

But guess what? Automation is also the solution here. By implementing automated systems for compliance tracking, data accuracy checks, and security measures, small businesses can stay on top of these challenges without sacrificing speed or efficiency.

Why High-Quality Product Experiences Are the Secret Sauce

Let’s talk about what makes B2B customers come back for more: high-quality product experiences. When we say, “product experience,” we mean the whole package: from the way your product is presented online to how easy it is to find key information like compatibility, warranty details, and customer testimonials. It even includes LinkedIn authority articles and posts that showcase your brand as trustworthy and an authority in your industry.

According to the survey, senior managers in B2B companies are starting to realise just how important this is. Two-thirds of them said that offering high-quality product experiences directly leads to increased repeat business and conversions. That’s a fancy way of saying that when your customers love your product—and the experience of learning about it—they’ll keep coming back.

So, what kind of product information are B2B buyers looking for? Here are the big ones:

• Clearly written product descriptions (79% importance)
• Technical data sheets (78%)
• Warranty information (75%)
• Customer testimonials (75%)

These elements aren’t just nice-to-haves; they’re critical for building trust and credibility with your buyers. When all of this information is presented clearly and consistently, you’ll create a seamless shopping experience that drives loyalty and sales.

The Future of B2B: It’s All About Digital

There’s no denying it: the future of B2B is digital. The survey found that 85% of companies have already adopted a digital sales strategy, and digital channels now account for nearly half of all B2B revenue. But the digital transformation isn’t slowing down anytime soon. Companies are looking to the future with plans to invest in AI, video marketing, hyper-personalisation, and even AR/VR to improve product experiences.

For small businesses, this means one thing: get digital or get left behind. But don’t worry—it’s not as daunting as it sounds. Start by making sure your website and online product listings are up to snuff. Are they mobile-friendly? Is the information accurate and easy to find? Do you offer digital self-serve options for your customers?

Once you’ve nailed the basics, you can look into more advanced tactics like personalising your product recommendations to assist buyers.

Time to Level Up Your B2B Game with Digital Freak

At the end of the day, B2B buyers expect more now than ever before, and businesses that can’t keep up will miss out. But here’s the good news: you don’t have to do it alone. At Digital Freak, we specialise in helping small businesses in the B2B sector thrive in the digital world with a comprehensive range of services tailored to your business. From optimising your product information to launching killer digital sales strategies, we’ve got your back.

If you’re ready to take your B2B business to the next level and deliver the seamless, high-quality experiences your customers expect, give us a shout. Let’s chat about how we can help you stay ahead of the curve—and your competition!

Ready to get started? Reach out for a free consultation today and let’s make magic happen. Let’s grow your business, together!

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