The key trends for successful digital B2B communication

For a long time, the classic corporate website with its CMS was the central system of digital corporate communication. Meanwhile target groups in the B2B environment also expect valuable digital experiences along the entire customer journey – and that with a constantly growing number of touchpoints. DXPs offer an answer to the correspondingly growing number of systems: they unite technologies such as CMS, e-commerce, CRM, PIM, DAM, analytics or marketing automation under one roof. This enables a seamless user experience across different channels and gives companies the ability to deliver individual content and functions tailored to their customers' needs.

Read more here about how DXP helps your company understand and serve customers better.

The headless approach is fundamentally about separating the backend (the “body”) from the frontend (the “head”) of the various channels and media. Everything visible to the audience, such as templates, page structure or design, thus forms a separate application layer. What remains in the CMS is pure, channel-neutral content held in one central place. The content stored there can be delivered as an article or individual elements to any touchpoint via interfaces (APIs). Before publication, editors can check how the content will be displayed in a preview mode and edit it if needed. The headless approach is thus one possible route to creating a digital experience platform and reaching target audiences via their preferred channels.

Find out here how a headless approach helps you manage and deliver content more flexibly and efficiently.

Behind the buzzword "marketing automation" lie many different software solutions, united by one thing: they all must build on a clear communication strategy to support organisations in digitalising and automating marketing processes. These tools allow databases, individual workflows, multi-stage campaigns and the associated success measurement to be set up. What's more, these systems can interact with a wide range of CRM platforms. This makes it possible to address target groups at the right time, in the right place, with the right offers – which ultimately generates more leads and boosts sales figures.

Here we reveal how marketing automation makes your marketing campaigns more effective and resource-efficient.

It wasn't that long ago that practically every company had its own space-consuming, maintenance-heavy and expensive IT infrastructure "on premise". These on-site systems are increasingly being shifted to the cloud through so-called SaaS solutions. By using cloud-based Software as a Service (SaaS), companies can access data, applications and services over the internet to run their business and make employees more productive. In doing so, cloud technology opens up the opportunity for companies to save space, cut their IT costs and at the same time respond more flexibly and quickly to change. We help you take your business to a new level with cloud technology. 

Digital trends shouldn't be reduced solely to technological aspects. At interactive tools, we believe that building a functioning digital infrastructure only succeeds with processes tailored to your company. That's why we support our customers in identifying business objectives and the needs of target audiences. On this basis, practical processes emerge, along with digital tools perfectly matched to them. This way, corporate communications, sales or recruiting can engage effectively with their target audiences.

We're happy to help you tailor the four trends precisely to your needs.