3 Waves of the User Experience Revolution for B2B Companies

user experience b2b companies

As we discussed in a post last week, Adobe recently acquired Magento.

In some ways, this acquisition signals the third wave of the user experience revolution for B2B companies.

What were the first two waves?

Let’s take a look.

The 3 Waves of the User Experience Revolution

Wave One

The first wave of the user experience revolution occurred when B2B companies first realized they needed to start prioritizing the user experience as B2C companies had been doing. And what are some of the most simple and quickest ways to do that? First of all, they began to build experiential websites. Once these were built out, they marketed those websites and started tracking usage.

Now that companies had a user-friendly home on the world wide web and knew what people coming to that website were doing (as well as what they liked, what they didn’t like, etc.), they were able to start driving more awareness and dabbling in brand evangelization.

Wave Two

The second wave saw product catalogs being brought online, enabling users to partake in self-research. This wave also prioritized customization, socialization, and deep tracking, which in turn enabled a greater return on direct sales.

Wave Three

We’ve now come to wave three, or cloud dominance in the Age of Experience. This wave is characterized by enabling the buying and selling journey by means of ecommerce, complex product configuration, personalized pricing, and in-depth collaboration, all of which enable omni-channel solution selling.

Adobe + Magento

How does the merging of Adobe and Magento fit into wave three? Because it’s a marriage of a technical platform to cloud dominance. Essentially, there will be a transition from Magento’s reliance on AWS and on-premise to the public cloud and microservices on Microsoft’s Azure.

Magento’s very strong partner community helps support features and functions to ultimately create a symbiotic ecosystem, drawing on strengths from both the core company and its partners. The combination of this and the largest customer ever on Azure public cloud (Adobe) will drive the newly merged company to be a major player in the cloud war. Ultimately, Microsoft’s hidden technical strength in scalability, security, database, AI, and IOT will give a technical advantage to the customers that choose Adobe.

Furthermore, the addition of a CPQ ISV like FPX will help users access the hidden value of the B2B manufacturers that are looking to sell complex products in an omni-channel way.

Final Thoughts

Content and commerce are finally together.

B2B companies want (and need) to sell complex products through digital channels, and now they can with Adobe, Magento, and FPX.

And everything doesn’t have to happen all at once. B2B companies can implement Adobe, Magento, and FPX’s systems over time as they mature in their digital transformation. It’s important to remember that additional modules aren’t additive, they are exponentially adding more value.

Mark Bartlett

Mark Bartlett

Mark Bartlett is a practitioner of eCommerce and digital transformation, with more than 20 years of experience. With his blend of industry and commerce category expertise, Mr. Bartlett helps FPX continue to modernize the way businesses buy and sell across all channels through FPX’s enterprise CPQ solution.

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