At IRX Birmingham, I delivered a standout presentation on B2B personalisation and the response was overwhelming. From packed sessions to non-stop conversations at our stand, it was clear this topic hit home for many digital leaders.
So, we decided to make it available to a wider audience.
In the video below, I share practical strategies for building personalised digital experiences that don’t just impress, they drive operational efficiency, customer satisfaction, and real business value. Whether you’re just beginning your B2B ecommerce journey or looking to take personalisation to the next level, this session offers the clarity and guidance you need.
Why personalisation in B2B matters more than ever
Personalisation isn’t about being flashy. In B2B, it’s about being useful. Buyers today expect seamless, intuitive experiences, mirroring what they get from platforms like Netflix, not spreadsheets and clunky portals.
B2B ecommerce isn’t just about acquiring new customers. It’s about scaling efficiently through self-service and reducing cost-to-serve without sacrificing experience. But without personalisation, your ecommerce offering is just a digital catalogue, with no compelling reason to be adopted at scale.
From data chaos to customer insight
B2B businesses are data rich but rarely insight ready. Disconnected systems, spreadsheets, and siloed sales knowledge make true personalisation a challenge. That’s why I outline a clear, practical roadmap to becoming personalisation-ready, covering:
- Unifying first-party data and identifying CX gaps
- Evaluating and upgrading core systems
- Building the right tooling stack (CDPs, analytics, automation)
- Designing for self-service, hybrid selling, and always-on customer journeys
- Empowering internal teams to adapt, evolve, and thrive
And crucially, making all this complexity invisible to the customer, just like Netflix does.
Real results: Horizon Platforms case study
One of the most powerful parts of this talk is the Horizon Platforms case study - a real-world example of how Candyspace helped a B2B business modernise its digital capabilities.
✔️ Replaced an unsupported proprietary CMS with a composable headless solution
✔️ Launched a self-service portal fully integrated with their non-mainstream ERP
✔️ Extended the platform into customer service for better internal efficiency
✔️ Reduced manual processes, enabled agile working, and unlocked business-wide insights
All in under 10 months!
The result? A secure, scalable solution that delivers better experiences for both customers and teams and set Horizon up for long-term growth aligned to strategic goals.
Join the conversation: B2B personalisation roundtable (London)
If these topics resonate with you, we’d love for you to join us in person.
We’re hosting a B2B Personalisation Roundtable in Central London on Thursday, July 17th, bringing together a select group of senior digital leaders from manufacturing and distribution to:
- Share challenges and opportunities
- Dive deeper into effective personalisation strategies
- Learn from peers and industry experts in a relaxed breakfast setting
🔗 Sign up here to reserve your spot:
👉 https://www.candyspace.com/b2b-personalisation-roundtable
Limited to 12 participants for maximum value - register early!
Final Thought
Tailored relevance builds trust and loyalty. In B2B, personalisation isn’t a nice-to-have, it’s a competitive advantage. Watch the video, get inspired, and start your journey towards Ecommerce that pays off.
