Today, Google, Amazon and Conrad are the new product catalogues for business buyers. This is where your customers are. So one of your first priorities is to be visible in searches. Then, you need to make sure that buyers stay on your site, by giving them the experiences they expect.
It is not enough to provide the potential buyer with a digital product catalogue and an order form. Your site has provide all the information the visitor might need. That includes the answers to the questions that Customer Service always gets. Detailed product information, good photos and educational video tutorials… everything they need to go through the research and evaluation phase on their own.