Conquering the B2B Commerce Challenge

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A look at the tips, tricks and trends that will drive direct sales in B2B ecommerce and mitigate channel conflict.

A look at the tips, tricks and trends that will drive direct sales in B2B ecommerce and mitigate channel conflict.

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  • 1. Conquering the B2B Commerce Challenge:Stop Navel Gazing and Get Out of Your Own Way Mike Chuma, Director of Global Product Management Digital River, Inc.
  • 2. Omphaloskepsis noun ˌäm(p)-fə-lō-ˈskep-səs
  • 3. navel gazing Source: some proud parent posting to the “interwebs”
  • 4. B2B is the Next E-Commerce Frontier … Globally, Goldman Sachs predicts nearly $1 trillion in e- commerce transactions by 2013* Many B2B companies project e-commerce will comprise 50% of total sales** In the U.S., B2B e-commerce is growing by over 34% compound annual growth rate***Source: JP Morgan Chase (Goldman Sachs) “Nothing but Net: 2011 Internet Investment Guide,” January 3, 2011**Source: Forrester “B2B E-Commerce: Going From Surviving To Thriving By Adopting Proven B2C Principles,” May 1, 2012
  • 5. Business Buying is Changing… Technologies Enterprises Business Technology Selection = = =more independent shifting stance centrally controlled and robust Market Driven / User Controlled
  • 6. “The way I interact with a large corporation in a B2Brelationship has to keep pace with the way I can viewproduct and research on sites like” - Andrew Christmann, Gartner Blog Respondent 7
  • 7. B2B Customer Expectations are Changing…+70% of B2B influenced by B2C B2B eCommerce Trends, Endeca Survey for eCommerce, 2011
  • 8. B2B Customer Expectations are Changing…20% said online was more influential B2B eCommerce Trends, Endeca Survey for eCommerce, 2011
  • 9. keeping up with your customer …The Stages Of B2B E-Commerce Maturity organizations still determining their strategy few Best Practices B2C driving B2B innovation June 2012, “Evaluating Your B2B E-Commerce Development”
  • 10. “We’re still convincing people in our own company about the value of selling online.” - Director of E-Business, distributorSource: Forrester Research, “Evaluating Your B2B eCommerce Development”; June 21, 2012 11
  • 11. What’s holding you back? 1 lack of resources 2 budget constraints 3 requires 1:1 selling 4 not management priorityQuestion: What are the top three major obstacles to advancing B2B e-commerce in your company? (Check as many as three).Source: B2B magazine: B2B e-commerce Barometer, August 2011
  • 12. navigateyour Mechannels (mildly concerned…) 13
  • 13. Enabling the Channel Ecosystem Direct to Buyer Reseller Enablement Long Tail Channel Enablement
  • 14. go direct first… > focus on user experience > subscriptions and renewals > find your niches
  • 15. Transition to Customer Centric Capabilities Framework Customer Prospect Sales Post-Sales Acquisition• Contextual marketing • Product reviews • Product configurators • Customer support integrations • Catalogue management• SEO • Search and display • Pricing (volume, tiered) • License renewals• SEM • Social media • Product recommendations • Maintenance renewals• Loyalty management • Robust email • Product reviews • Complex subscription• Partner marketing types and models • Partner portals • Partner sales management
  • 16. B2C vs B2B: Core Capabilities B2B payments: line of credit and PO CRM integration ( Enhanced estimates Buyer management and hierarchy Reseller pricing and discounts Advanced eligibility management Partner, reseller, distributor and key Advanced pricing and promotions account stores
  • 17. mitigate channel conflict 18
  • 18. “Whereas, before we had a tough relationship with sales, we work cooperatively with them now.” - Director of E-Business, multi-channel companySource: Forrester Research, “Evaluating Your B2B eCommerce Development”; June 21, 2012 19
  • 19. balancingact Photo courtesy of Bob Estes 20
  • 20. Tips to Manage the Shift Determine your revenue and reseller Find an internal champion landscape Define where the “power” resides Find your “channel champion” Analyze, analyze, analyze Know your current technology ecosystem and it’s future Perception is reality Be aware, be sensitive Build your business case so its parts can act independently 21
  • 21. Things to remember… • B2B e-commerce market is the next frontier • B2B buyer behavior is evolving • When managing channel shift stay focused • Mitigating channel conflict requires balance, analysis and engagement 22
  • 22. Q&A Mike Chuma Director, Global Product Management Digital River, Inc. mobile. +1.952.769.7101 twitter. @mchuma LinkedIn. /in/mikechuma
  • 23. who’s good…. 24
  • 24. focus on user experience Circa 2002 Circa 2012Source: “Conquering the B2B E-Commerce Challenge”, Digital River Whitepaper Series, February 2012
  • 25. focus on user experience
  • 26. focus on user experience
  • 27. enable your resellers
  • 28. focus on a niche