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Manufacturers like Sensata Technologies rely on B2B channel partners to help build automotive parts sales to repair shops. Merchants often fail to display the informative online product descriptions and images that lead to sales – but now things are starting to change.

By marketing to B2B customers in smaller segments based on a broad range of criteria—including buying behavior and aspirations as well as traditional demographics—B2B marketers can be far more successful in converting prospects into buyers, Forrester Research says in a new report.

Consumers have more choices than ever when it comes to discovering and buying products and they have become more demanding.

Customer data can offer important insights that may dramatically improve profitability—and give it a leg up against the competition.