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By Andrew Sinclair
Director - Head of GTM, EMEA
Today’s top B2B brands are winning by designing smarter, more personalised experiences-for both clients and employees. From retail to manufacturing, energy to travel, leading organisations are rethinking how they sell and market with data, AI, and modern tools.
In this article, we explore how B2B organisations are:
Designing Seamless Client Experiences with Unified Data
Modern B2B buyers are highly informed, self-directed, and digitally enabled. They expect seamless digital touchpoints, relevant information, and consistent experiences across channels.
In my work, I’ve had the opportunity to help a global airline integrate customer data from its CRM, booking system, and loyalty programme. This gave their corporate sales teams the ability to identify meaningful trends and tailor offers accordingly. I also worked with a national grocery chain to help them consolidate performance analytics and inventory data. The result? Sales teams could have strategic, data-led supplier conversations that improved satisfaction and profitability on both sides.
Activating Data to Drive Personalisation at Scale
Effective personalisation starts with a unified data infrastructure. I supported a beverage manufacturer in building a campaign engine driven by distributor profiles and local trends. It led to improved reorder rates and stronger channel relationships. In another case, a manufacturer I advised used IoT data to predict maintenance needs and proactively offer tailored service packages-transforming service from a cost centre into a revenue-generating opportunity.
Enabling Modern Sales Teams
B2B sales teams need modern tools that provide speed, adaptability, and relevance. I helped an automotive brand modernise its sales process with virtual configurators and quote generators, allowing them to speed up the sales cycle and improve client engagement. In hospitality, I collaborated with a hotel group to design a corporate self-service platform. It allowed planners to customise packages and view pricing in real time, increasing bookings and customer satisfaction.
Using Embedded Intelligence to Create New Revenue
Retailers are now leveraging smart meter data to create entirely new B2B revenue streams. Through my work with retail energy providers, I’ve seen how analysing household energy patterns enables the creation of targeted offers for partners like appliance manufacturers and home service providers. For example, data indicating inefficient energy use in winter could prompt offers for energy-saving solutions such as smart thermostats-turning insight into real customer value and new commercial partnerships.
Driving Sales & Marketing Alignment Through Shared Intelligence
Alignment between sales and marketing is essential. I’ve supported organisations in bringing these functions together through shared data and performance metrics. One energy provider I worked with was able to unify messaging and engagement strategies, resulting in better lead conversion. A consumer goods supplier I advised used account-level analytics to personalise pitches to grocery buyers-improving the speed and quality of engagement.
Empowering Employees to Deliver Exceptional Value
Transformation is incomplete without empowering your teams. I worked with an industrial supplier to implement a CPQ system that reduced quoting times from days to minutes. This allowed sales reps to focus on value-added activities. I also helped an automotive OEM introduce a mobile training hub for dealerships, improving product knowledge and sales confidence across their network.
Conclusion: Experience Is the New Growth Engine
The leading B2B companies today aren’t just adopting digital tools-they are designing better experiences for their clients and employees.
At Astound Digital, we bring together strategy, design, and technology to help businesses rethink how they go to market. We work collaboratively with clients to define experience-led strategies tailored to their industry-and deliver them through practical, scalable solutions.
Whether you're in retail, energy, travel, manufacturing, or consumer goods, we have the expertise and experience to help you transform how you sell, market, and grow.
If you’re ready to take the next step toward a more client- and employee-centred future, we’d love to help you get started.
