Marketers should identify the low-hanging fruit and have a long-term buy-in perspective.
This piece argues B2B organisations should gradually adopt the digital-first idea of businesses to stay ahead of the competition and provide a smooth customer journey. Digitalisation is essential for companies as more purchase decisions are being made online, informed by high-quality content, delivered to the right stakeholder at the right time.
Businesses should create a roadmap by auditing existing assets, identifying and documenting the areas where digitalisation can work. Companies can focus on the financial benefits of digital transformation to get all critical members of the organisation on the same page.
Prioritising the customer and creating a holistic view across the whole organisation can help businesses better transform into digital-first companies. But companies should not rush to digitalisation at the risk of losing out on their uniqueness in the marketplace.
[6 minute read]