Business-to-business websites should mirror consumer-facing services that guide people every step of the way to a final sale, SAP's Derek Klobucher writes. Some 94% of B2B buyers want supplier sites to look more their B2C counterparts, and 88% prefer to shop online, according to a 2012 study. Capitalizing on this means listening to customers and observing both the B2B and B2C spaces, he writes.

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