The Complex Customer Environment
Gaucho, 25 Swallow St, London W1B 4QR
London
Summary
Discovery in the multi-persona digital buying process
Move over ‘simplistic’ customer journeys. B2B has to grapple with a far more complex digital buying journey than the one presented to B2C companies.
Whether you’re in manufacturing, machinery, electronics, automotive or construction there is a common thread to the buying process; Multiple-persona’s - all involved in the buying process. For just one product. They’re the product designers, specifiers, engineers, manufacturing specialists, purchasing team, installers, end-users and service engineers all involved at some stage of the buying process.
They’re demanding, they need rich information to answer their questions, but most don’t share it with the next in the chain. And they’ve all got their eyes on how you deliver experiences.
It’s no longer ‘OK’ for B2B experiences and digital journeys to lag behind those of B2C retail. Your customers want the personalised, tailored and relevant search and discovery experiences they are used to as a consumer.
There is work to be done.
So we’re taking over Gauchos, bringing digital leaders across the industry together, and spending the evening debating the digital buying journey. Our aim is simple: nail down what it means for digital teams, learn from one another about what works (and what doesn’t) and make. A. Plan.
You in?
- Buyer Personas: Analysing the distinct personas of B2B and D2C customers, their preferences, and how businesses can tailor their approaches accordingly.
- Data-Driven Insight: How data analytics, AI and machine learning are transforming the way businesses understand and engage with their customers.
- Customer Experience: Focusing on the importance of customer experience in retaining and acquiring B2B and D2C clients.
Craig McLaren
Head Of Digital at MKM
MKM Building SuppliesRead Full Bio →
Craig has 30 years experience in the IT and Digital space.
He started out as a developer in 1992 in the retail industry and then gained years of experience in the telecoms industry and in the past 10 years in the drinks, entertainment & building merchant industries.
His key focus is on data migration, agile transformation and leading six originating/replatform eCommerce programmes including building internal and external devops teams.
Craig’s current role is heading up the MKM Digital Team within the Digital & Marketing function, delivering digital solutions for the business including a recent deployment of a headless commerce solution and building out internal and external devops capability.
AGENDA
Craig McLaren
Head Of Digital at MKM
MKM Building SuppliesRead Full Bio →
Craig has 30 years experience in the IT and Digital space.
He started out as a developer in 1992 in the retail industry and then gained years of experience in the telecoms industry and in the past 10 years in the drinks, entertainment & building merchant industries.
His key focus is on data migration, agile transformation and leading six originating/replatform eCommerce programmes including building internal and external devops teams.
Craig’s current role is heading up the MKM Digital Team within the Digital & Marketing function, delivering digital solutions for the business including a recent deployment of a headless commerce solution and building out internal and external devops capability.
Venue
Gaucho, 25 Swallow St, London W1B 4QR
Piccadilly is the flagship steak restaurant, set in a beautiful townhouse just off Regent Street, encompassing the ultimate Gaucho experience in the West End of London.
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