How do you "Know Your Customer" in a B2B Environment?

 

By: David Schwartz

In our fast-paced world, the challenge of reaching customers in the most productive manner has become more and more interesting. Companies have looked to various customer relationship management (CRM) systems to increase their sales and retention. As a direct result of CRMs, many businesses have indeed managed to boost sales when it comes to direct-to-customer outreach.


Salesforce, the world’s largest CRM company, released the Lightning Partner Community cloud capability back in 2013. This cloud allows customers to access information on their account, as well as to make purchases directly.


For a long time, however, a major challenge has remained with regard to companies selling to companies (B2B). These customers, which are actually companies themselves, want to know more about the end-customer. In order to address this challenge, Salesforce recently introduced a new layer of Lightning Partner Community cloud.

In a recent article, Natalie Gagliordi discusses this new capabilities of the cloud. As Gagliordi explains, the layer will enable the B2B customers (i.e. the reseller) to access the same information as the original seller.

Perhaps this new development will allow the B2B sales process to become smoother, a much needed improvement in a constantly changing era.