We often think of B2B buyers as this different group of “business
decision-makers,” but it is important to remember that they are also B2C
buyers in their personal lives.

Make every experience epic for everyone.

How do you deal with this paradigm shift? The solution is very simple. Remember the four Es: Make every experience epic for everyone.

Here are three steps to get you started:

1. Interview Your Customers

Begin by doing research on your customers. You are not the customer. Don’t fall into the trap of an opinion-driven design. This is how many projects fail.

2. Develop Personas And CJMs

Develop buyer personas and customer journey mapping (CJM) research. Focus on documenting common steps and tasks that your users take on the website, paying special attention to their goals and what could get in their way. With personas and journeys documented, your team can find alignment and have a point of reference to ensure that what you end up building will be truly customer-centric.

3. Test With Real Users

Test early, and test often with real users (your customers or users fitting your personas). When you test your solutions with real users, you can catch and fix many more issues before your website is finalized. This saves time and money, as well as prevents embarrassments from happening once the new or redesigned experience is launched.

Ask yourself: What would be the cost of getting it wrong and losing even 5%, 10% or 20% of business because of misalignment with your B2B users? Remember, good UX can lead to good business, but bad UX can lead to bad business. Which one would you rather?

Ref: https://www.forbes.com/sites/forbestechcouncil/people/andrewkucheriavy/