Leading B2B organizations weigh in on the critical role of marketplaces and platforms in their hypergrowth and digital transformation strategy. ________________________________________________ Being a market leader means staying a step ahead of the rest. For industry giants Avnet and ABB, the future is digital. They’re owning the B2B digital transformation imperative, with innovative digital strategies that bring them closer to buyers and streamlines supply chains – all to offer the leading customer experience within their respective industries. In this on-demand B2B Executive Symposium, hear MaryAnn Miller, Chief Administrative Officer at Avnet, Nishant Nishant, VP of Digital at Avnet, and Samer Shehadeh Global eCommerce & Innovation Director for ABB Electrification, in conversation with Joe Cicman, Sr. Analyst at Forrester, and discover how their businesses are transforming to stay at the head of the pack. You’ll learn: - Why these industry giants are investing in a marketplace strategy now - How to develop a leading digital transformation strategy of your own - The secrets to effective change management in large organizations

3. Joe Cicman
Senior Analyst
Achieving Hypergrowth
Through B2B Digital Strategies

4. Did COVID-19 Make E-Commerce
Your Only-Channel Strategy?

5. •Does your business look more like
•Wayfair or Sears?

6. In The US, Online
Marketplaces Grow
Significantly Faster Than
Offline Stores
Which model will give you the agility and
scale you need?

7. Consumers like marketplaces for:
price, choice, convenience
Business buyers like B2B
marketplaces for: price
transparency, simplicity, vetting

8. Factors of Buyer
Adoption of
Marketplaces
A "dinosaur" with an antiquated sourcing
process?
A peer corporate buyer who genuinely wants to
modernize but needs to take baby steps?
A "speed is everything" buyer, likely in a
business function?
Slow to modernize?
Regulated industry?
Adaptive culture?
How complex is the product?
How much education is needed to advance the
scale?
How complex is the decision process?
How many stakeholders involved?
The Buyer’s
Persona
Their Company
Culture
The Purchase
Scenario

9. There are many
more options for
buyers – and better
tools – than ever
before
A Wide Range Of Marketplaces Is Emerging

10. Where is growth coming from?

11. One-Third Of Online
B2B Sales Will Come
From The Web In
2024
B2B buyers expect web-based
eCommerce to grow. EDI still dominates
B2B eCommerce sales, but web sales
will capture 32% of the online B2B
market by 2024 to reach €877 billion.

12. B2B Enterprises That
Sell Online Direct To
The Consumer Are
More Likely To
Generate Web Sales
Manufacturing and construction
enterprises are least likely to sell through
a website.
Enterprises in accommodation, real
estate and information and
communication services more readily
generate web sales.

13. Marketplace Sales
Dominate Global B2C
eCommerce Growth

14. Which of my products are a fit for marketplace
selling?

15. Our Decision
Framework Evaluates
The Marketplace Fit
For Items You Sell
Direct And Via A
Channel
Can you put an SKU on it?

16. How can my team master selling on this
channel?

17. Know the rules and
develop new
competencies
Marketplace success requires
business to rethink and
recalibrate their approach to
eCommerce.

18. Think less like a
B2B and more like
a CPG
Old Way New Way
Let’s get the deal Let’s maximize CLV
We need to own our eStore We need to optimize all digital
channels
We react to market signals that
slowly flow back from the field
We can more readily see buying
patterns provided by our
marketplace(s)
It’s all about the demand funnel It’s about market education +
differentiation. What other
products can we bundle?
It’s all about the price book and
account-specific discounts
It’s about transparent, market-
driven pricing
Let’s lock-in accounts via long-
term contracts
Let’s be agile and embrace a
subscription mindset. Customer
success teams rule!

19. Thank You.Thank You.
Joe Cicman
Senior Analyst