ALPHAZETA INTERACTIVE WHITE PAPER SERIES
B2B Building Blocks For eCommerce Success
By: Tom Font, AlphaZeta Interactive
B2B eCommerce is coming of age
Any company that wants to improve its B2B eCommerce performance, whether by
deepening existing customer relationships, building new relationships, or by lowering
the cost of servicing existing customers, need to adapt to this new reality.
The traditional approach to building a B2B
eCommerce site has to change.
It’s no longer enough simply to build an online extension of a legacy ERP
system, slap a logo on top, and call it an eCommerce site. Rather, it is time
for companies to start seeing their B2B eCommerce sites as what they are:
the highest-producing members of the sales team. And, as such, they need
the same commitment and investment any successful business would give to
their sales force.
We have identiﬁed four primary
reasons for this difﬁculty:
When an eCommerce site cannot resolve these four crucial issues, the
results can be disastrous: wasted marketing efforts, increased
administrative and maintenance costs, dissatisﬁed customers, and lost
AlphaZeta has the solution
We call it the B2B eCommerce Ecosystem, an integrated, holistic approach
to eCommerce that integrates marketing, customer support, and
How the B2B eCommerce Ecosystem works
The B2B eCommerce Ecosystem works by segmenting and targeting
audience members, then delivering personalized content in the channels,
and on the devices, chosen by that audience. The Ecosystem then provides
measurement for you across all of the different audience touch points to
optimize your content, improve engagement, increase the number of inbound
leads, and develop more proﬁtable relationships with your customers.
The B2B marketing Ecosystem enables
MANAGE CONTENT AND
IDENTIFY VISITORS AND
GATHER DATA AND
Manage content in the
CMS, then reuse it for
speciﬁc devices and in
including web, mobile and
By utilizing tools for IP
address look-up, your web
site can deliver relevant,
personalized content from
the very ﬁrst visit.
enables behavioral data
tracking and lead scoring,
sending the most qualiﬁed
prospects to the sales
Entice your customers
with relevant content
downloads and increase
your knowledge about
them at the same time.
BUILD A CONNECTED
ORDER AND REORDER
Use previously gathered
information to reﬁne your
campaigns and promote
content about additional
products and services.
Market using social
channels and build a
strong social community
to create evangelists for
Take what we know about
our customers, their
previous purchases and
contracted prices to
optimize their average
order value and order
FOR MORE INFORMATION
Vice President, Business Development
(312) 263-7028, ext 230
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