Maximizing Sales and Marketing Reach in Your 2013 Business Initiatives


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eCommerce is a powerful tool in the marketer’s arsenal today – and given the intensity of global competition today, sellers can’t afford to leave any source of competitive advantage on the table. In this session, Ariba experts and customer panelists will highlight four opportunities every marketer can use to maximize sales and extend their marketing reach. We’ll discuss:
• The importance of leveraging effective online channels to boost lead generation and enhance company visibility
• How to leverage Ariba Discovery to focus on seller marketing and lead generation
• Best practices for enhancing lead generation
• How sellers can seize the “Spot Buy” opportunity to get a foot in the door with buyers under pressure to secure goods and services quickly

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Maximizing Sales and Marketing Reach in Your 2013 Business Initiatives

  1. 1. Maximizing Sales and Marketing Reachin Your 2013 Business InitiativesModerated by Chris Wang, Director of Marketing, Ariba DiscoveryMay 8, 2013 – Washington, DC© 2013 Ariba, Inc. All rights reserved.
  2. 2. #AribaLIVEAgenda• Ariba DiscoveryTMOverview• Panel Introduction• Best Practice Sharing• Q&A© 2013 Ariba, Inc. All rights reserved.2
  3. 3. #AribaLIVEWhat is Ariba Discovery?• The premier service for matching business buyers andsellers globally© 2013 Ariba, Inc. All rights reserved.350 PERCENT OF THEGLOBAL 2000OVER 3,000 BUYERS“I’m looking for…”“I can offer that!”
  4. 4. #AribaLIVEHow Does It Work for Buyers?• Buyers describe needs in a posting and get matched to sellersCreate a posting Review proposals Make selectionDescribe your buyingneed in a postingReceive offers from sellerswho offer what you needReview proposals andchoose the best offerFind relevant new sellers faster and easier thanthrough traditional search methods© 2013 Ariba, Inc. All rights reserved.4
  5. 5. #AribaLIVEHow Does It Work for Sellers?• Sign up and get an email notification for every new lead1. Create your profile 2. Get lead notification 3. Submit your proposalRegister and create yourcompany profileGet notified when buyer postingsmatch your profile or when abuyer contacts you – it’s freeSubmit your proposal to thebuyer to build new relationshipsand win businessReach target audience faster and easier thantraditional marketing and sales channels© 2013 Ariba, Inc. All rights reserved.5
  6. 6. #AribaLIVEWhat can I use it for?• Finding trading partners for any product or serviceOver 730K buyers and sellersMore than 20K categoriesNearly 200 countries36% of sellers with global reachOver 40K green and diverse sellerso 16,000 Women-Ownedo 11,000 Minority-Ownedo 5,000 Veteran-Ownedo 4,700 Small Disadvantagedo 13,000 Green Buyers can search for green and diverse sellers© 2013 Ariba, Inc. All rights reserved.6
  7. 7. #AribaLIVEManufacturing &Machinery 18%Other38%Electronics5%IT &Telecommunications5%Vehicles &Transportation 7%BusinessServices 19%Construction &Engineering 8%Leading Seller Categories© 2013 Ariba, Inc. All rights reserved.7
  8. 8. #AribaLIVEDiverse Buying Needs© 2013 Ariba, Inc. All rights reserved.8IT &Telecom 10%ProfessionalServices 8%Construction &Engineering 8%Facilities &Maintenance 7%Parts &Components 7%IndustrialEquipment 6%Marketing &Communications 6%Raw Materials &Chemicals 6%Other 42%
  9. 9. #AribaLIVEBuyersSellersAriba DiscoveryAriba Procurement(P2P)How Can I Use It?© 2013 Ariba, Inc. All rights reserved.9Ariba Sourcing(On-Demand, On-Premise)• Ariba Discovery can be accessed from multiple Ariba solutionsAriba Discovery(Website)Ariba Sourcing(Proposals)Ariba Discovery(Leads)Ariba Contract Mgmt(Contracts)Ariba Network(Orders & Invoices)
  10. 10. #AribaLIVE© 2013 Ariba, Inc. All rights reserved.10New Forms of Buyer-Seller InteractionSourcing InitiativesBuyer• Large spend of $100K - 50M• Conducted by Sourcing managers• Find new sellers through postings onAriba DiscoverySeller• Receive buyer posting leads• Respond to buyer postings• Interact with buyers to formrelationshipSpot BuysBuyer• Smaller spend of $5K - $100K• Conducted by procurementmanagers, plant managers, spotbuyers• Fulfill non-catalog, rush order, orunplanned purchasing projectsSeller• Quick quotes to meet buyer needs• Showcase detailed, uniquecapabilities in profile• Pursue final sales fastMarket IntelligenceBuyer• Interested in supply marketintelligence for new markets or supplyroadmap• Most relevant sellers are contextuallypresented to buyer based on buyingactivities and seller capabilitiesSeller• Drive awareness to prospects throughtargeted messaging (ProfilePitch) andcomprehensive profile• Have buyers contact you when yourProfilePitch gets their attention
  11. 11. #AribaLIVESeller Profile Page• BuyersReview profiles of sellerswho responded to learnmore about capabilitiesand credentialsPreview profile inseller searches• SellersSubmit your profile withevery proposalShow up with profile inbuyer search resultsPromote your profile totargeted buyers© 2013 Ariba, Inc. All rights reserved.11
  12. 12. #AribaLIVEMore Value for Buyers and Sellers© 2013 Ariba, Inc. All rights reserved.12BUYER VALUE• Achieve incremental savings of 15%• Reduce costs up to 75% for selleridentification and qualification• Save up to 90% of time for selleridentification and qualification• Make better, more informed sellerselection decisionsSELLER VALUE• Tap into over $5B USD buying volumeright in Discovery• Maintain high visibility in front of realdecision-makers, with budget andready to buy• Cost effective lead source versustraditional methods• New sales channel, comprising15-50+% of revenue for many sellers
  13. 13. #AribaLIVEThe PanelKory ManleyStrategic Sourcing Process &Compliance ManagerKristopher HartSales Account Manager© 2013 Ariba, Inc. All rights reserved.13
  14. 14. #AribaLIVEAbout Caesars Entertainment• Caesars Entertainment owns, operates, ormanages casino entertainment facilitiesprimarily under the Caesars, Harrah’s, andHorseshoe names52 casinos in 13 states and 7 countries68,000 employees and 58,000 slot machines3 million square feet of gaming space and 42,000 hotel roomsOwns and Operates World Series of PokerCasino planned for Baltimore in 2014© 2013 Ariba, Inc. All rights reserved.14
  15. 15. #AribaLIVECaesars’ Challenges• Finding local diverse suppliers to meet stringentregulatory requirements• Laborious supplier identification process viaphone, email, and sales meetings• Sourcing team and diversity group needed to findways to do more in less time during• Add additional suppliers to auctions on AribaSourcing™ to increase competition© 2013 Ariba, Inc. All rights reserved.15
  16. 16. #AribaLIVECaesars and Ariba Discovery• Used Ariba Discovery to quickly find suppliers thatmeet specific needsEasy to evaluate, compare, and respond to proposals in asingle location with exactly the details neededCan easily add new suppliers to their supplier database onAriba Sourcing and invite suppliers to sourcing eventsEngage quickly with awarded suppliers because they arealready set up on the Ariba NetworkFacilitates overall sourcing process from supplier discoveryto contract delivery© 2013 Ariba, Inc. All rights reserved.16
  17. 17. #AribaLIVECaesars and Ariba Discovery• Created several successful postings with verygood supplier participation (Avg. 5+ responses)Diversity: Found local CO2 supplier that also provided mostcompetitive offer, considerably reducing sourcing costBaked Goods: Saved 10% in overall cost on a multi-milliondollar project by finding a new supplierCut time to find low-cost country suppliers of banquetchairs by 50%, moving quickly over to prototype reviewPens: Received fantastic number of high-quality responsesfrom all over the world© 2013 Ariba, Inc. All rights reserved.17
  18. 18. #AribaLIVEAbout LLT Bar Code & Label• Providing labels, printers, mobile computers, andmore for more than 15 yearsWent to market by printing 1,000,000 catalogs each yearA Bemis CompanyStow, OH11M+13 EmployeesBBB Accredited© 2013 Ariba, Inc. All rights reserved.18$8$9$10$11$122009 2010 2011 2012
  19. 19. #AribaLIVELLT’s Challenges• Connecting with new buyers effectivelyHigh cost and declining response rates for direct marketingactivities involving list purchases, cold calls, and catalogsDifficulty competing with larger office suppliers with higherbrand awareness and nationwide retail presenceHard time getting a foot in the door with large buyingorganizations that have corporate purchasing programs© 2013 Ariba, Inc. All rights reserved.19
  20. 20. #AribaLIVELLT & Ariba Discovery• Using Ariba Discovery to easily discover newleads and connect with Global 2000 companiesSigned up for the Advantage Plus package to respond tounlimited buyer postings at no additional cost• ResultsResponded to an RFP by a popular national retailerand won two-year contract for $400,000 in business –much larger and longer contract than initially published© 2013 Ariba, Inc. All rights reserved.20
  21. 21. Questions?21
  22. 22. #AribaLIVEMaximize Your Impact as a Buyer© 2013 Ariba, Inc. All rights reserved.221. Add critical details in your posting to allow faster seller response2. Give seller feedback on their bidding process and your decision3. Provide more guidance to sellers through Q&As and messages4. Review seller ratings and customer references5. Share your buyer portal URL broadly to increase awareness ofyour buying opportunities• Top 5 things to do to get what you need fast
  23. 23. #AribaLIVEMaximize Your Impact as a Seller© 2013 Ariba, Inc. All rights reserved.231. Update your profile and contact details2. Get the commodities and territories right3. Provide customized responses4. Invite more references5. Promote your profile to buyers• Top 5 things to do to leverage your company
  24. 24. #AribaLIVEThank You!
  25. 25. Questions?25