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How your company can use omnichannel marketing to improve customer experiences

Derek Handova

This requires B2B firms to find partners with a forward-looking vision and mobile-first approach to development that matches their buying processes, according to Glen Coates, CEO, Handshake, a B2B commerce platform. The chosen platform will need to support intuitive in-person and online ordering through mobile and the web, he says. Usability and design of the solution should compare favorably to B2C ecommerce and mobile apps, while addressing unique complexities of the B2B buying process.

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