Promoted from Omobono Lessons from a B2B digital transformation journey Experience is the new brand; brands are no longer defined by their products, but the full holistic experience they create for their customers across multiple touchpoints and channels. B2B brands can create digital experiences that build strong customer relationships - something the pharmaceutical services company Clinigen discovered through its recent digital transformation journey, supported by the specialist B2B digital experience company, Omobono. A digital experience that put the customer first and centred on understanding the buying journey enabled Clinigen to create a bigger business impact by getting to market quickly while working around legacy systems - but it wasn’t without a few challenges along the way. Simon Harper, VP of digital, Clinigen Group and Marcus Lambert, chief technology officer, Omobono discussed these challenges at The Drum’s Digital Transformation Festival to share three valuable lessons.