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B2B Digital Strategy for the Consumer Goods Industry

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In the B2B world, digital transformation is no longer optional, it’s a necessity.
For companies in the consumer goods sector in particular, digitizing and automating sales processes means navigating complex challenges while also unlocking a unique opportunity to improve operational efficiency, boost commercial performance, and enhance the user experience for both customers and partners.

Tinext, with extensive expertise in digital consulting and tailor-made project development, offers an advanced and interconnected digital ecosystem to guide B2B companies through a journey of scalable and sustainable innovation.

Challenges and Specificities of B2B Sales

B2B companies in the consumer goods industry operate in highly dynamic environments, with complex sales models and broad commercial networks that include agents, distributors, key accounts, direct retail outlets, and e-commerce platforms.

This scenario exposes businesses to several operational and strategic challenges:

  • Lack of unified customer view - The heterogeneity of systems and sales channels often hinders the sharing of strategic information between agents and area managers, complicating store management and decision-making processes.
  • Inefficiencies in sales processes - Orders are often collected through multiple platforms with non-integrated workflows and manual handling, leading to delays, errors, and a fragmented buying experience, undermining the value-add of the sales force.
  • Scattered communication and ineffective promotions – Without tools for audience segmentation and targeted campaigns, businesses struggle to highlight new products and marketing initiatives in a centralized and impactful way.

In this context, digitalization becomes a key enabler for process optimization, stronger commercial relationships, and a truly distinctive customer experience.

The Value of Tinext’s “B2B Boost” Solution

Tinext addresses these challenges with an end-to-end solution built on Salesforce, designed specifically for B2B dynamics.

It’s a digital ecosystem that integrates and harmonizes CRM, Agent Portal, B2B eCommerce, OMS, Marketing Automation, and AI Customer Service tools to:

  • Unify customer relationship management across the entire journey.
  • Automate order collection and management, including self-service or guided selling.
  • Personalize communication with both customers and partners.
  • Support sales agents, area managers, and commercial leadership with strategic insights and intuitive tools.

Thus, key components of the B2B Boost solution include:

  • CRM & Agent Portal – Centralized management of customer records, orders, approval workflows, sales visits, and documentation. A tool designed to simplify the daily operations of the sales force in the field, while giving area managers full visibility and control over agent performance.
  • B2B Commerce & Order Management System – Featuring custom price lists, 24/7 order intake, fulfillment management, multi-language and multi-currency capabilities, and support for assisted selling.
  • Marketing Automation & Customer Service – Enabling advanced segmentation, personalized and measurable campaigns, omnichannel ticket management, and a knowledge base for self-service.

The Leone 1857 Case: A Real-World Transformation

A successful example of Tinext’s approach is Leone 1857, a historic Italian food brand that embarked on a digital transformation journey to strengthen its relationships with B2B customers and empower its sales network.

With Tinext’s support and the adoption of Salesforce technology, Leone launched a new B2B portal that simplifies order management and improves interactions with agents and distributors.

A distinctive element of this project is the introduction of Agentforce, Salesforce’s AI technology that supports customer service teams by automating repetitive tasks and delivering strategic insights for more efficient case handling.

At the core of the project is B2B Boost, Tinext’s solution tailored for the Consumer Goods-Food & Non-Food sector-turning order management into a true growth driver.

Leone 1857’s experience is tangible proof that, with the right technologies and a strategic vision, even a traditionally “physical” industry can evolve toward a smarter, more optimized future.

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