E-Commerce – The Must-Have Sales and Marketing Tool

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Online channels and business commerce networks have transformed the way sellers and buyers discover, connect and collaborate with each other. But what does this mean for marketers? Join this session to hear the latest from [partner organization], who has just completed a benchmarking analysis, including best practices on how companies of all sizes can establish a global online presence with eCommerce. Learn how leading marketers are overcoming the increasing complexity of B2B sales by harnessing online channels. Learn about the results that best-in-class digital marketers are gainin - and that you can gain, too.

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E-Commerce – The Must-Have Sales and Marketing Tool

  1. 1. E-Commerce: The Must-Have Sales andMarketing ToolFor Finding Buyers Ready to Buy and Retaining Them© 2013 Ariba, Inc. All rights reserved.
  2. 2. #AribaLIVEToday’s Presenters© 2013 Ariba, Inc. All rights reserved.2John DiStefanoResearch DirectorHeather WestermaneBusinessManager, Large Accounts
  3. 3. #AribaLIVEAbout Lexmark© 2013 Ariba, Inc. All rights reserved.3• Printing and imaging solutions• Content management software• $3.8 billion in revenue• 55% international sales• Presence in 170+ countries• "Customers For Life" isour vision
  4. 4. #AribaLIVEFindings from the eCommerce andMarketing Study• Research partners:• Research objectives:Identify importance of B2B ecommerce to marketing leadersUnderstand evolving market dynamicsAnalyze how CMO role is evolvingShed light on the winning approach of the future© 2013 Ariba, Inc. All rights reserved.4
  5. 5. BtoB magazine5Years Using B2B E-Commerce to Marketand SellN = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013How long has your organization been using B2B e-commerce to sell (i.e., onlinemarketplaces or business networks)?
  6. 6. BtoB magazine6Summary Value Hierarchy:Key Drivers to B2B e-Commerce
  7. 7. BtoB magazine7Most Important Marketing ChannelsN = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013Which are the three most important marketing channels that your organization uses?
  8. 8. BtoB magazine8Stage of AdoptionN = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013Which ONE of the following stages best describes where your company was in 2012with regards to B2B e-commerce?
  9. 9. BtoB magazine9Marketing Budget Allocated to B2Be-CommerceWhat percentage of your marketing budget* do you allocate to B2B e-commerce?N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013* Budget includes all costs (e.g., salaries, advertising, overhead, etc.),
  10. 10. BtoB magazine10e-Commerce Percent of Total SalesWhat percentage does e-commerce contribute to your organization’s total sales?N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  11. 11. BtoB magazine11B2B e-Commerce Channel GrowthWhat percentage did your B2B e-commerce channel grow in the last year?N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  12. 12. BtoB magazine12ROI Metric to Measure B2B e-CommerceDoes your company have an ROI metric to measure the total effect of your B2Be-commerce?N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  13. 13. BtoB magazine13In Addition to ROI, One Most Important MetricBeyond ROI metrics, which of the following measures is the most important factor toevaluate e-commerce success?N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  14. 14. BtoB magazine14Macro-Conditions Contributing to B2Be-CommerceIn thinking about changes in technology, the economy, marketing strategy, and therole of marketing in the organization, which of the following THREE macro-conditionshave contributed the most to your consideration or use of B2B e-commerce?N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  15. 15. BtoB magazine15Three Most Important Drivers to B2Be-CommerceAgain in thinking about the key drivers that have contributed the most to yourconsideration or use of B2B e-commerce, which of the following are the THREE mostimportant drivers?N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  16. 16. BtoB magazine16Importance of B2B e-CommerceIn thinking about the importance of each of the following benefits of B2Be-commerce, please rate each on a scale of 1 to 10 where 1 is “Not Very Important”and 10 is “Very Important.”N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  17. 17. BtoB magazine17Future B2B e-Commerce SolutionWhich one solution are you most likely to use in the next 6, 12, or greater than 12months?N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  18. 18. BtoB magazine18Evolution Between CIO and CMO RolesThe following question relates to the evolution of B2B marketing in e-commerce andbusiness networks. Please rate on a scale of 1 to 10 where 1 is Completely Disagreeand 10 is Completely Agree.The technological, branding, and customer interaction synergies between ITand Marketing are natural and inevitable outcomes of B2B e-commerce leadingto greater alliance between the CIO and CMO functions.N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  19. 19. BtoB magazine19Timeline for CIO-CMO EvolutionWhat is the timeline for the evolution of the CIO-CMO role stated above?N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  20. 20. BtoB magazine20Most Important Advantage of B2Be-Commerce to EnterpriseWhat is the most important impact in your organization driven by B2B e-commerce?N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  21. 21. BtoB magazine21Obstacles to B2B e-CommerceWhat are the top three obstacles to advancing B2B e-commerce in your company?N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  22. 22. BtoB magazine22Best in Class MetricsWhich THREE metrics listed below are the most important to define the best-in-classin terms of how you use or would use B2B e-commerce business networks as part ofyour go-to-market strategy?N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  23. 23. BtoB magazine23Appendix
  24. 24. BtoB magazine24Company Revenue, Industry, Job TitleCompany Revenue JobTitleN = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013Industry
  25. 25. BtoB magazine25Percent Improvement in MetricIn considering that one metric how well does your organization perform in thisdimension? Please rate based on the overall percent improvement in the metric.This metric has improved by…N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  26. 26. BtoB magazine26Most Important B2B e-Commerce SolutionIn thinking about your current needs, please select the one most important B2B e-commerce solution.N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  27. 27. BtoB magazine27Most Important Best in Class MetricWhich ONE metric of the three that you selected is the single most important todefine the best-in-class in terms of how you use or would use B2B ecommercebusiness networks as part of your go-to-market strategy?N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  28. 28. BtoB magazine28Performance on Best in Class MetricIn considering the one metric that you consider to define best in class, how well doesyour organization perform in this dimension? Please rate on a scale of 1 to 10 where1 is Not Very Effective and 10 is Very Effective; if not using B2B e-commerce indicateN/A--Not ApplicableN = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  29. 29. BtoB magazine29Mix Between CIO and CMOThe ownership of the B2B e-commerce function will likely be shared between the CIOand CMO suites. Please estimate the extent that this function will be owned by theCIO and the CMO. Rate on a 1 to 10 scale where 1 is all CIO and 10 is all CMO.N = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  30. 30. BtoB magazine30Years Using B2B E-Commerce to SellN = 222Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
  31. 31. Questions?31
  32. 32. #AribaLIVEPlease Complete Session SurveyGo to Surveys© 2013 Ariba, Inc. All rights reserved.32Select SessionClickChoose oneRate SessionThank you for joining us

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