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2022 Digital Trends – B2B in Focus


Welcome to the 2022 Digital Trends – B2B in Focus! Based on Adobe’s annual survey, produced in collaboration with Econsultancy, the report captures the insights of over 800 executives working in the Technology (442) and Manufacturing (372) sectors. It’s enabled us to map the evolution of B2B customer experience trends and identify opportunities for companies to refine their digital strategies and drive sustained growth in the new year and beyond.

There’s no doubt that the global events of the past two years have accelerated the digital transformation for companies in the sector, and it won’t be letting up. Indeed, the majority (94%) of those we surveyed either ‘agree’ or ‘strongly agree’ that the pace of change will persist for the foreseeable future.

Perhaps unsurprisingly, businesses are rethinking how they engage with buyers. The pandemic raised the bar on the need for firms to be more agile, collaborative and speed up the time-to-value. It prompted companies to turn to real-time data and insights to handle the unexpected. It also forced them to bridge functional silos – across sales, marketing, product, IT, finance and support – to understand how to run a digital business end to end. As customers fluidly switched between channels of interaction, the need for omnichannel personalisation, automation and scalability took on greater urgency.

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