Ecommerce: The Next Big Thing in B2B Marketing

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B2B commerce transactions are expected to hit $599 billion by the end of 2013, according to Forrester. With the launch of Amazon Supply and Google Marketplace, ecommerce is set to become the new …

B2B commerce transactions are expected to hit $599 billion by the end of 2013, according to Forrester. With the launch of Amazon Supply and Google Marketplace, ecommerce is set to become the new competitive advantage for B2B organisations. This seminar will present the business case, key trends and challenges, and how to prepare for B2B ecommerce transformation.

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  • This free online summit will show attendees how to tune in to their customers, allowing them to adapt their marketing to suit the wants, needs and desires of major B2B business decision-makers.EPiServer will be participating in the B2B Marketing Online Summit this summer to talk you  through why ecommerce is set to become the next big thing for B2B organisations.B2B commerce transactions are expected to hit $599 billion by the end of 2013, according to Forrester. With the launch of Amazon Supply and Google Marketplace, ecommerce is set to become the new competitive advantage for B2B organisations. This seminar will present the business case, key trends and challenges, and how to prepare for B2B ecommerce transformation.45min talk (inc. 5 min poll questions) and 15min questions
  • In 1995
  • History will show that 2007 marked an inflection point. The year this was released.More iPhones sold in Q1 2012 than babies born in the world (377K/day vs. 371K), continuing showroomingAndroid phones 1 year later
  • Not to be outdone by these guys…tablets...released in 2010 (just 3 years ago).How many people in here have a company-issued or personal tablet?50% of the C-suite use tablets, with particularly heavy usage in the morning and evening—times when they are likely to have the opportunity to consume more in-depth content.
  • A recent Cisco study predicts that businessInternet traffic from mobile devices will increase at least six-fold to 26% of all business Internet traffic by 2016 from 4% in 2011.
  • Key trends.Flown under the radar with Amazon…emergence of this little side business called Amazon marketplace where a lot of businesses (not just SMBs) now sell.AMZN marketplace is 10% of the business but 40% of the profit20% of all eCommerce.
  • Flown under the radar with Amazon…emergence of this little side business called Amazon marketplace where a lot of businesses (not just SMBs) now sell.$4B (more like $5-6B in 2012) is just the commission AMZN earns (GMV is 8-10 times that). And on the commission, AMZN has very little cost. Gross margin north of 80%.AMZN marketplace is 10% of the business but 40% of the profit20% of all eCommerce.
  • B2B is catching up with B2CAnd AMZN has decided that B2C is officially not enough and has formally entered the B2B space.
  • The manufacturers2 x distributors who are checked out - $1000 to be listed
  • on track to more than double the B2C e-commerce market in 2013
  • Revenue Opportunities
  • Cost Savings
  • Loyalty Question
  • Important to consider that online only are least loyalLook at the overall marketing strategy to ensure you attract customers through all channels.
  • Loyalty – improve for those who buy offline, build loyalty through multiple channelsSales efficiency- Cut the expense of supporting and servicing high-value sales- Keep sales team focused on high value sales
  • Increase sales - B2C marketing techniques (promotions, cross/up sell)Pricing is more transparent – Amazon Supply and Google ShoppingPrice transparency – Especially the case if you sell products that are also sold on the B2C sites
  • Home pagewww.beerline.comLogin requiredPromotes products based on location
  • Products pageFaceted searchThumbnails or listEndless page
  • Search by region pageImportant to the business due to complex distribution territories and pricing
  • Orders pageCreate and manage recurring orders
  • Orders pageCreate and complex lists
  • Account management pageCreate and manage user accountsAssociate accounts with businesses
  • Account orders pageView and manage orders
  • Merchandise long tail
  • Global ventilation manufacturer SystemAir previously only sold by phone, email, or direct sales-rep interaction. After implementing EPiServer, they launched digital marketing campaigns to drive traffic. This helped them expand their business more rapidly and at lower cost because it was easier for customers and prospectivecustomers to find their products online.SystemAir customers have unique requirements in the purchase process and need to review in-depth product specifications to complete their orders. With EPiServer, a series of configuration tools allow the order process to flow smoothly and intuitively to suit each customer’s individual need. SystemAir lever agesEPiServer’s features to offer customers dynamic pricing, personalized content, and mobile access. The results have shown better accuracy in customer orders saving internal time and resources, and providing greater customer convenience and satisfaction.
  • Integrated to Infor M3
  • across a range of industries
  • Look at B2C not your competitorsApply tomarketing, sales, operationsAfter systems are implemented and put into place, it is essential to continually track results (traffic, revenue, average order, click-through from search, etc.)CE - Optimize the customer experience and use multiple channels and touchpoints – online, offline, social, mobile, print, direct mail, interactions with your sales staff and more – to build that relationship. Establishing a customer connection extends the lifetime value of that customer and lowers customer acquisition cost as additional purchases are made over time.Convenience - Drive customer loyalty by making a good first impression and streamlining the customer experience. The easier and more convenient the customer journey, the better for your brand and customer loyalty. Customers appreciate the ease of replenishment or repetitive ordering, opportunities for instant chat to discuss products or delivery of ongoing customer support, and the ability to request a follow-up call from an experienced company representative to answer questions.Identity - The most successful B2C sites, such as Amazon, require customers to register or login. In fact, most customers are perpetually logged in, optimizing their online experiences. Having customers always logged in permits sites to offer much richer and more personalized experiences, further cementing the bond between customer and brand. In addition, a login system allows the site to better serve customers by anticipating orders and providing related suggestions while the customer is online. Some sites (building supply sites, for example) combine B2C and B2B audiences, allowing customers to register as business buyer in order to get trade pricing, tax invoices and credit accounts. For B2B companies, capturing identity information can become part of the onboarding process when a new contract is signed. It allows a company to deliver loyalty programs and special offers available to registered users.Remind Customers - Active merchandising (cross-selling and up-selling) add profit and deepen the customer relationship with the brand. What else does the customer want/need to purchase from the company at this time? Customers are already familiar with these types of personalized cross-sell and up-sell techniques from B2C sites (i.e., recommendations, “People who looked at X also bought Y,” etc.)
  • $2M with $120K licensesBeat IBM WebsphereWanted an easy to use system This industrial supply distributor was previously using a custom in-house solution to manage their ecommercesite. They sought a new technology platform to overcome the limitations of that system, suchas lengthy development times, usability, and scalability. In selecting EPiServer as their e-commerce platform,C&H Distributors took full advantage of features including putting business users in the drivers seat tomanage the site, launch international sales with multi-site, multi-language, multi-currency, and executingintegrations with other business information systems.The newly built C&H Distributors site is a showcase in B2B e-commerce with many cues taken from itsB2C counterparts. Product information is robust, allowing buyers to fully evaluate a purchase decision within-depth product content, including multi-media images and video. Site users have the ability to reviewproducts, compare products, view product stock availability and ship times, and many more industry bestpracticefeatures.
  • Page load - Half of consumers expect pages to load in less than two sec. Today the first parts of the page may take a few seconds, on average the full page takes 10 sec

Transcript

  • 1. David Bowen, Product Manager Ecommerce: The Next Big Thing in B2B Marketing
  • 2. Image source: http://www.apple.com/uk/ipad/
  • 3. Remote Worker Smartphone Use
  • 4. 6 Amazon’s Product Searches Source: Forrester Research
  • 5. 7 Amazon’s Success with Marketplace Source: Forrester estimates; GMV=gross merchandise value, the total value paid by shoppers in a transaction Amazon’s marketplace revenue dwarfs its profits Revenue grew nearly 10x
  • 6. B2B $352B B2C $145B
  • 7. Google Dominates B2B Search Mkt Share B2B $352B B2C $145B Source: Optify 2012 B2B Marketing Benchmark Report, comScore qSearch for October 2012 Bing B2B Bing B2C Google B2B Google B2C 5% 28% 90% 67% Source: Forrester Research
  • 8. B2B $352B B2C $145B
  • 9. B2B $352B B2C $145B
  • 10. B2B $352B B2C $145B
  • 11. B2B Over Twice the Size of B2C Source: Forrester Research US Online Retail Forecast, 2011 To 2016, Key Trends in B2B eCommerce for 2013 B2C $145B B2B ($559B) B2C ($252B) Forecasted revenue by 2013
  • 12. Poll Question 1 Is your website currently transactional? - Yes, we are already selling online - No, but we plan to in the next 12 months - No, but we have make our product catalogue available online - No, we do not have future plans for ecommerce **Tick single answer only
  • 13. Migrated B2B Customers: Higher AOV Source: Forrester Research
  • 14. Higher Total Spending Post-Migration Source: Forrester Research
  • 15. More Channels…More Spend Source: Forrester Research
  • 16. Migration Reduces Acquisition Costs Source: Forrester Research
  • 17. Migration Reduces Support Costs Source: Forrester Research
  • 18. Customers Profitable Online Only Source: Forrester Research
  • 19. Online First Less Loyal Than Offline First Source: Forrester Research
  • 20. More Channels…More Loyalty Source: Forrester Research
  • 21. Poll Question 2 What are the main obstacles for implementing ecommerce on your B2B site? - Senior buy-in and business case - Potential cost of implementation, including changes to existing business processes - Integration with existing systems e.g. ERP, CRM, inventory - Balancing conflicts between direct sales and online sales **Multiple answers allowed
  • 22. B2B beats B2C by far • Massive growth to $560B by 2013 * • Sell more at lower cost - 44% of businesses saw increase in Average Order Value * • Lower cost of acquisition • Increase customer engagement • Improve customer loyalty • Transform sales efficiency * Source- Forrester “The Case for Channel-Shifting Customers Online”)
  • 23. Introducing EPiServer Improving customer experience by combing e-Commerce and digital marketing software Digital Marketing E-Commerce
  • 24. Introducing EPiServer Improving customer experience by combing e-Commerce and digital marketing software Customer Experience
  • 25. Successful B2C and B2B sites over 4700customers in 30countries through a network of 630partners
  • 26. B2B Objectives • Improve competitive position • Increase sales – Conversion and AOV • Redirect direct sales to higher value opps. • Reduce cost of sales / customer care • Understand the factors driving loyalty – reduce price sensitivity
  • 27. User Journey Customer experience across the user journey is a new source of competitive advantage. Get engaged Get in touch Get visible Get trusted Get converted Get loyalty Get fulfilled Get care
  • 28. A Strategy to Drive B2B e-commerce Customer Journey Business Process Marketing Operations Sales 1: Operationalise online ordering 3: Enable self-care 2: Implement B2C style merchandising / marketing
  • 29. Operationalise Online Ordering • Engagement start here – Critical factor • Price and order management • Catalog management for multiple channels • Capture customer identity • Consider channels for staff • More than basic shopping cart
  • 30. Implement Merchandising / Marketing • Marketing mix to acquire online • Online merchandising • Personalise offers for identified users and their purchase history • Surface additional needs and associated products / services
  • 31. Enable Self Care • Consumerisation has changed expectations • Check status, manage account and changes, revise orders, statements and invoices • Considers channels for staff • Focus sales teams on high value work
  • 32. Global Commercial Printer • Publicly held company • Provide global print management and promotional solutions to corporate clients - branded portal for each of their customers – Login and view a limited set of products and prices, based on contractual commitments – Customise their print order, place orders, check order status and make modifications after the sale – Custom managed access hierarchy, summaries of orders and total spend can be monitored – Centralized access to invoicing and monthly billings are made based on the aggregate purchases from all individuals in that organization over the month
  • 33. Learn from B2C • B2C journey principles • Take key areas adapt and apply • Tune and optimise • Customer Experience over simple transactions • Multi-channel engagement and convenience creates loyalty • Convenience creates loyalty • Identity is essential but consumers resist registration • Remind customers what else they might want
  • 34. Poll Question 3 What are the most important features you look for from an ecommerce platform? - Mobile and multichannel management - Personalisation capabilities - Global and multi-market management - Online merchandising and marketing **Multiple answers allowed
  • 35. Getting Started • Develop Strategy and Roadmap - Envision 2016 and work backwards • Compare yourself to a standard not competitors • Adopt an iterative mindset, stay flexible and nimble • Don’t wait • Align / understand you ideal processes before adopting technology • Build in metrics – tune and optimise (mobile / cross channel attribution • Find an experienced solution partner
  • 36. Thank you! David Bowen Product Manager, EPiServer @dmbowen david.bowen@episerver.com