Services/eCommerce Marketing & Performance/B2B eCommerce Marketing

Support Long and Complex B2B Buying Journeys

Help buyers and stakeholders within business accounts move more effectively toward your online sales channel. At Novatize, we help manufacturers, distributors, and wholesalers build marketing strategies tailored to the realities of B2B commerce: longer buying cycles, multiple users within the same account, complex product information, sales team involvement, and the gradual adoption of B2B eCommerce portals. Our expertise connects marketing, customer data, buying journeys, and eCommerce platform capabilities to generate more qualified demand, improve conversion, and increase adoption of your digital commerce channels.

Talk to a B2B Commerce Expert

Guide Buyers from Product Discovery to Online Purchase

In manufacturing, industrial, and distribution businesses, success requires more than generating leads. Buyers research across multiple sources, engage with several stakeholders, and interact with digital channels throughout the purchasing process before placing an order. A B2B eCommerce marketing strategy aligns content, communications, customer data, and sales interactions to support every stage of the journey, from product discovery and evaluation to account creation, first purchase, and recurring online orders.

43% of B2B leaders identify sales alignment with eCommerce initiatives as a major challenge.State of B2B Commerce Report 2026, B2B Online

43%

43% of B2B leaders identify sales alignment with eCommerce initiatives as a major challenge.State of B2B Commerce Report 2026, B2B Online

“Novatize delivered a high-quality solution in a very short timeframe. Their team enabled us to meet the specific and complex needs of our customers. I truly appreciate their guidance, expertise, and ongoing support.”

Denis Jomphe

President

Groupe LD

Improve Performance Across the B2B eCommerce Journey

eCommerce Demand Generation & Customer Acquisition

Attract qualified prospects and buyers through digital journeys designed to support online product sales. This may include: - Defining priority audiences, target accounts, and customer segments - Lead generation strategies tied to product and category interest - Coordinating paid, organic, and direct acquisition channels - Aligning campaigns with landing page experiences - Measuring each initiative’s contribution to revenue and online transactions

Account-Based Marketing (ABM) & Sales Alignment

Align marketing and sales initiatives around the accounts with the highest potential for your eCommerce business. This may include: - Personalized communications and buying experiences - Sharing buyer intent signals with sales teams - Aligning marketing, sales, and eCommerce activities

B2B Lead Nurturing & Marketing Automation

Keep buyers engaged throughout the buying cycle and guide every stakeholder toward the next meaningful action. This may include: - Automated email nurture programs - Segmentation based on role, account, and buying behavior - Account creation and activation campaigns - Guiding buyers toward quote requests or first online purchases - Re-engagement campaigns for inactive accounts and buyers

B2B Portal Adoption & Self-Service

Increase adoption of your eCommerce platform among buyers, account managers, and internal teams. This may include: - Launch or relaunch strategies for B2B portals - Registration, onboarding, and activation campaigns - Promoting self-service capabilities - Training and enablement for users and sales teams - Initiatives that encourage recurring online orders - Identifying barriers to portal adoption

Content That Supports Buying Decisions

Make the information buyers need easier to discover, understand, and use throughout the digital buying journey. This may include: - Product, application, and use-case content - Resources tailored to every stage of the buying process - Content that simplifies product comparison and selection - Search intent optimization - Alignment with SEO and GEO strategies

Analytics, Attribution & Performance Measurement

Measure how your marketing initiatives influence buying behavior, portal adoption, and eCommerce performance. This may include: - Defining B2B-specific conversions and KPIs - Tracking leads, account registrations, and online transactions - Connecting marketing, sales, and transactional data - Analyzing customer journeys and touchpoints - Continuous optimization based on business results

B2B Marketing Expertise for Manufacturers, Distributors & Wholesalers

At Novatize, we approach B2B marketing within the broader context of digital commerce. Our specialists understand the realities of manufacturers, distributors, and wholesalers, including complex product catalogs, business accounts, recurring purchasing, multiple decision-makers, and sales-assisted buying.

We consider your customer journeys, eCommerce platform, customer data, and operational processes to recommend initiatives that are practical, measurable, and aligned with your business objectives.

Whether you need strategic guidance, support launching or driving adoption of a B2B portal, additional expertise for your internal team, or strategic resources for a digital commerce transformation, our specialists integrate seamlessly with your organization.