B2B isn't behind in customer experience — it's positioned to lead. The structured data, deep relationships, and complex solutions that define B2B create unique advantages for personalization, automation, and AI-driven transformation.

In this guide, we'll show you how to use these advantages to transform customer experience and drive competitive differentiation. You'll discover five trends positioning B2B companies at the forefront of CX innovation and see how they apply in the real world.

Stop playing catch-up. Start leading the customer experience revolution.

Inside, you’ll learn how B2B companies are positioned to:

1. Break through with AI automation. B2B’s complex, repeatable processes are ripe for AI. Plus, through codified contract data and authentic human relationships, B2B companies have a wealth of organized data to power agentic AI.
2. Use deep data for 1:1 personalization. B2B companies must establish trust with customers. They have two fundamental advantages for enabling personalization to build that trust: deep relationship data and a finite customer universe.
3. Implement cohesive, journey-based workflows. B2B companies are breaking down silos with organizational structures and business processes that are more customer-centric. That makes journey-based workflows more practical and prevalent, enabling intuitive customer experiences.
4. Diversify revenue for better customer and business outcomes. B2B companies are adding new revenue streams and commercial models to expand beyond physical goods. This hedges against industry instability and creates opportunities to meet evolving customer needs.