Boosting Security and Streamlining B2B

Convenience Over Security?

I remember chatting with someone recently who turned on their phone and noticed it went straight to their apps.

Curiously, I asked if there was a feature to unlock the phone that I wasn’t aware of. Who knows, maybe his phone had a unique sensor I had never seen before.

He took a moment, turned and proudly proclaimed with a sheepish grin that he had turned off all that security “stuff” as it slowed him down.

Mind blown.

B2B Data Security Crisis: Why SSO is Essential

According to IBM’s Cost of a Data Breach Report for 2024, the average cost of a data breach reached an all-time high of $4.88 million in 2024, representing a 10% increase from 2023, and that is only expected to grow.

So why am I getting all hot under the collar about data security? Well, it’s becoming a bigger and bigger topic within the B2B space, particularly with manufacturers I speak to. We recently launched a project with a manufacturer who was updating their system to a new tech stack, and one of the priorities was using Single Sign-On (SSO) for their sign-on. Now, I know the tech world is rife with acronyms, so think of this as an SOS on SSO. 😉

Manufacturing Security Risks: The SSO Solution

So, what is SSO? At its core, SSO simplifies the user authentication process. Instead of needing to enter credentials for each individual application, a user authenticates once and gains access to multiple applications. That sounds simple enough, so let’s do a little exercise by going through the steps.

Imagine, if you will, that I am a purchaser of building materials. The company that manufactures these supplies them through a B2B portal (which, if you haven’t heard, is all the rage lately!).

Here are the steps

1. I would attempt to access the B2B portal.
2. The portal detects that I’m not logged in (not authenticated) and redirects me to an Identity Provider (for example, something like Auth0).
3. I can sign in using various methods, such as my existing credentials, a dedicated account within the system for my company, or even social logins.
4. My user credentials are verified against the user database, ensuring that my defined roles and permissions limit what I can do and see (e.g., pricing and order history).
5. Upon successful authentication and authorization, I am provided an authentication token.  
6. I get redirected to the B2B portal, sending the authentication token, where the backend system validates my token.
7. Finally, I now have access to the B2B Portal, which is personalized for my purchasing experience.

I know it’s a lot of steps, but they all happen in the blink of an eye. This helps provide robust security and speed up purchasing by allowing a simple solution to sign in and receive a customized purchasing experience.

The story of my acquaintance at the start of this article about an unsecured phone is a stark reminder of the risks we face when convenience overrides security. This mindset is unacceptable in B2B, where data breaches can cost millions and erode trust.

Implementing SSO, as our manufacturer client did, is not just a technical upgrade; it's a strategic investment. It's about protecting valuable data, fostering stronger partnerships, and creating a competitive advantage by delivering a secure and efficient buyer experience. In today's landscape, businesses prioritizing security and user experience will ultimately thrive.