- Jan. 13, 2026
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Gartner® report: How to Build Toward a Seamless Enterprise B2B Website Experience
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Sorina MoneHead of Marketing, Magnolia
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- Many B2B organizations struggle with a fragmented digital landscape where marketing, sales, and service operate in isolation.
- The essential strategy is converging siloed websites (marketing, commerce, service) into a single, unified digital experience.
- A truly seamless experience must evolve beyond limited customer portals that focus only on postpurchase activities.
- Leaders should integrate sales reps directly into the digital experience to provide support and guidance throughout the customer journey.
The challenge: Breaking down B2B digital silos
The core problem facing many B2B organizations is a fragmented digital landscape that creates disjointed customer journeys. Buyers expect seamlessness, but they often encounter silos. According to Gartner, Inc., organizations that have shifted toward digital often provide siloed digital experiences, including multiple websites and apps with multiple customer logins run by different departments. This fragmentation creates barriers for buyers and results in disconnected data.
The Gartner report, How to Build Toward a Seamless Enterprise B2B Website Experience, states that it is time to converge these disparate systems.
Key strategies for a seamless B2B experience
The report provides expert guidance for leaders who need to design and build true end-to-end digital journeys. The key strategies revolve around platform consolidation and process integration:
1. Converging the customer journey
The primary recommendation is moving away from separated functional websites and unifying them for a single, end-to-end experience:
Strategy: Converge siloed websites (marketing, commerce, service) into a single, unified digital experience.
The Portal Misstep: Many B2B organizations explore portals in an attempt to provide seamless experiences. However, Gartner® states that these "usually focus on limited parts of the customer optimization, such as postpurchase activities".
The Solution: The truly seamless experience must support the entire B2B customer journey and must converge marketing, sales, digital commerce, and service. This requires a comprehensive Digital Commerce Strategy that is focused on modernizing the buying experience.
2. Integrating the sales team digitally
Digital commerce should not be viewed as a competitor to the sales team; instead, a hybrid approach yields the best results. B2B buyers get better outcomes when they mix self-service and salesperson interactions.
Integration Method: The report recommends methods for integrating sales reps directly into the digital experience to provide support and guidance. This supports the foundation for modern B2B Customer Portals.
Sales Role: According to Gartner®, "sales reps should use customer portals to provide support and guidance throughout the customer journey". This focus on balancing self-service with human interaction is the essence of a Hybrid Sales model.
Conclusion: The outcome of convergence
By building toward a seamless experience, organizations can deliver a unified platform that removes barriers for prospects and customers. This transformation provides the foundation for digital journeys that connect every step, rather than forcing users through multiple disconnected systems and logins.
This Gartner® report, "How to Build Toward a Seamless Enterprise B2B Website Experience," provides the expert guidance leaders need to design and build true end-to-end digital journeys.
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Gartner Disclaimer: Gartner, How to Build Toward a Seamless Enterprise B2B Website Experience, Mike Lowndes, 27 August 2025. Gartner is a trademark of Gartner, Inc. and/or its affiliates. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
