Grid Dynamics Holdings, Inc. · NASDAQ:GDYN
Grid Dynamics — B2B Digital Transformation Webinar Series – Part 3 (July 2025)
28 slides from Grid Dynamics's conference presentation, Jul 2, 2025
Slide 1: Personalization in B2B Commerce: Beyond Demographics to Roles
www.griddynamics.com www.griddynamics.com trusted engineering partner for digital transformation Personalization in B2B Commerce: Beyond Demographics to Roles Webinar | July 2nd 2025 Grid Dynamics /B2B Digital Transformation Webinar Series—Part 3
Slide 2: Guest Speakers
GUEST SPEAKERS Jonathan Newman Prithpal Roda Maneesh Kumar Jillian Baché Peter Curran Principal B2B Advisor CTO EMEA Technology Director Enterprise Account Executive General Manager, Commerce Grid Dynamics CTO Office, Grid Dynamics commercetools Coveo 20+ years in senior 20+ years in technical 20+ ye
Slide 3: Personalization in B2B Commerce: Key Takeaways and Agenda
Personalization in B2B Commerce : Beyond Demographics to Roles What’s driving change in B2B—and to keep up in the age of Key takeaways AI · Learn how to build role-based personas that will engage your customers across all process touch points. Unlocking customer journey data · Improve conversions an
Slide 4: Approaching Personalization as a B2B Leader: Business Perspective
Approaching Personalization as a B2B Leader Business Perspective · Consumerization within B2B has created new customer expectations but it also creates opportunities to “B2B buyers expect more engage your customers across all touch points self-service capabilities. B2B · There are significant differe
Slide 5: Customer & Personalisation
Customer & Personalisation Customer Consumer Business Roles ● Sales ● Service ● Inventory ● Finance ● Product B2B B2C B2B:: B2C:: ∙ The customer is a business user performing a role → ∙ The customer is the consumer → they are making a they are making a professional decision personal purchasing decis
Slide 6: Foundations of B2B Personalization
Foundations of B2B Personalization Functional Role Business Process Firmographics Demographics Personalization Objectives Tailoring to Personalizing based on job Understanding industry, size, based on functions within an customer goals revenue, and individual details organization. and decision- tech
Slide 7: B2B Personalization Strategy Cycle
B2B Personalization Strategy Cycle Define Objectives Set clear goals for personalization Continuous Improvement Data Audit Refine strategy based on insights Assess data quality and completeness Reporting and Analysis Technology Evaluation Generate reports for insights Evaluate and upgrade technology s
Slide 8: Personalisation Across All Touchpoints
Personalisation Across All Touchpoints 8 Grid Dynamics /B2B Digital Transformation Webinar Series—Part 3
Slide 9: Spotlight: Search & Navigation
The most comprehensive suite of powerful AI models Spotlight: Search & Navigation Retrieval & Ranking AI Models Multiple layers of retrieval and ranking AI models all orchestrated to to maximize relevance: Breadth & Depth of AI • Key word and lexical matching • Semantic Understanding Index & Connect
Slide 10: Spotlight: Deep Learning for Personalization
The most comprehensive suite of powerful AI models Spotlight: Deep Learning for Personalization Readjusts experiences in real-time within a session Breadth & Depth of AI • Uses product vectors with behavior embedded Index & • No login or audience segmentation Connectivity required • Applied to perso
Slide 11: Spotlight: Unified Index
Optimized search and discovery built to handle complexity Spotlight: Unified Index • Provides unified product & content discovery Breadth & Depth of AI • Native, Universal and Custom connectors which are maintained and able to pull data from any Index & source Connectivity • Connects to and indexes
Slide 12: Scalability: Optionality in a Changing Landscape
Scalability: Optionality in a Changing Landscape The problem Classic solution Coveo’s solution Large B2B catalog with Flatten the matrix Increase fields per items price books per customers (100K+) SKUs SKU | Price SKU | Price books Index items books Index items Price Scalability challenging: (exampl
Slide 13: Spotlight: Merchandising Hub
Empowered business users for strategic and impactful actions Spotlight: Merchandising Hub Built on top of our Commerce API the Merchandising Hub is designed to make business users independent from developers Breadth & Depth of AI • Easy rule creation for ranking and filtering • Intuitive visual edit
Slide 14: Demo
Demo B2B seller of Industrial & Safety Products for MRO 14
Slide 15: Consider "gloves"
Consider ”gloves” Simple nouns are often the most difficult to handle because there may be thousands of relevant products: • Boots (construction or chemical plant) • Masks (laboratory or asbestos removal) • Coveralls (flame resistant or clean room) • Torch (flashlight or welding torch) • Seal (food
Slide 16: Default Results
Default Results In this case Coveo: • Attempts to Disambiguate • Recommends alternate queries • Shows best sellers • Based on all recent user behavior Copyright © Coveo Solutions Inc. All rights reserved. Proprietary and 16 CONFIDENTIAL 2024
Slide 17: Intent Observation
Intent Observation The user then begins using the site and they: • Add an abrasive cleanser • Add acetone • And shows interest in chemicals Copyright © Coveo Solutions Inc. All rights reserved. Proprietary and 17 CONFIDENTIAL 2024
Slide 18: In-Session Adaptation
In-Session Adaptation Now the same query for gloves: • Still returns a best seller • But focuses first on a chemical resistant glove Copyright © Coveo Solutions Inc. All rights reserved. Proprietary and 18 CONFIDENTIAL 2024
Slide 19: Understanding the technology involved in personalisation: Breakdown of Personalization
Understanding the technology involved in personalisation Breakdown of Personalization What types of useful data do we have? ○ Customer Identity 1 ○ Customer Transactions Gather and process data ○ Customer Behaviour Awareness of sources : 2 ○ 0, 1st, 2nd & 3rd party Analysis & Intelligence Combined w
Slide 20: B2B Order Personalisation & Recommendation
B2B Order Personalisation & Recommendation $86B+ 200+ 10k+ revenue countries SMBs The strategy was to maximise conversion across B2B channels. They › understood that they could do this by surfacing recommendations during the buying journey that were highly applicable and specific to their customers.
Slide 21: B2B Order Personalisation & Recommendation
B2B Order Personalisation & Recommendation 7+ years 4X months months ▲orders ▲order of partnership to to launch launch MVP MVP volume volume increase ● The recommendation engine surfaced market Insights, assortment suggestions and location based analytics to product distributors and resellers during
Slide 22: Break down of the Customer Data Platform
Understanding the technology involved in personalisation Break down of the Customer Data Platform Ingest & cleanse data ● Standalone, Embedded or distributed? ● Can we use B2C CDPs? Standardise & Merge data ● B2B CDP Emerging v Established v Store data Mature Make Data Accessible ● Where are the per
Slide 23: Intro to commercetools
Intro to commercetools: Empowering brands to innovate, scale, and win in digital commerce —faster and smarter than anyone else Market Leader and Innovator Architect of composable commerce, now the industry 5x Leader standard since 2020 (Digital Commerce) Rapid Growth & Scale Trusted by global brands
Slide 24: The New Baseline: What B2B Buyers Expect
The New Baseline: What B2B Buyers Expect (and What's Just Table Stakes) Customized catalogs: Tailored product assortments help buyers find relevant items faster, improving both efficiency and user satisfaction of B2B buyers expect 64% suppliers to provide tailored Custom pricing: Reflecting negotiat
Slide 25: True B2B Personalization: customer-specific commerce
True B2B Personalization : customer-specific commerce Crawl, Walk, Run Business Units Associate Roles Customer Groups Stores Includes specific roles like Can be defined via create logical departments, buyer, reviewer or parameters like groupings tailored to subsidiaries or approver geography, industr
Slide 26: Discussion and Questions
Discussion and Questions Grid Dynamics /B2B Digital Transformation Webinar Series—Part 3
Slide 27: Wrap Up
Wrap Up Grid Dynamics /B2B Digital Transformation Webinar Series—Part 3
Slide 28: Wrap Up
Wrap Up Setting the stage – What’s driving Today, we covered Next Time - Wednesday 16th July the change and how do I keep up? · Learning how to build role-based · Understand how silos form and what personas that will engage your organisational habits reinforce them. customers across all process touc
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