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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  • Update contact details- A common pitfall is forgetting to regularly update contact details in the Ariba profile; if someone changes jobs or leaves the company, a valuable lead from Ariba Discovery could end up in oblivion - Ensure that company demographics, certifications, links, attachments, etc. are all included- Many new fields are available, such as XXXXXXXX- Ensure the right people in your organization have the right permissions (e.g., to answer Discovery postings)- Assign specific users to specific buyer accounts or account groups - Create a vanity URL to make it easier for buyers to find you <CLICK WHILE ON SLIDE TO SHOW A VANITY URL EXAMPLE>- The more complete your profile, the more likely it is to be seenGet the commodity right- Nothing ensures proper buyer-seller matching more than the commodity type- Get matched to the right buying opportunities based on your selection- Ariba uses the product-centric UNSPSC codesPromote your profile with the new ProfilePitch feature- Get in front of active buyers by creating targeted ProfilePitches that will be shown right within the buyers’ sourcing solutionProfilePitches are customized and measurable profiles that are for a specific prospect, line of business, geography, or any other categorization While one ProfilePitch is included “out-of-the-box,” you may review and update it if desired- Ariba Discovery Advantage members have up to five available- Ariba Discovery Advantage Plus members have unlimited availableVerify accuracy – anyone who sees your profile has access to the social media buttons to share it!
  • Clicking on any of these buttons from a complete profile will “publish” your profile to your presence on these social media outletsFacebook, Twitter, LinkedIn, and e-mail buttons are availableAnyone else who sees your profile can also click on these buttons if they like what they see; this will also publish you to their social media presence
  • Download the “Find us on Ariba” badge and use it on your own websiteMultiple sizes of badges are availableHTML code included, enabling you to embed the image and link it to your desired profile, depending upon where you choose to use itUnlimited use on your e-mail signature, websites, and in social media profiles that allow graphicsYou can also use it on the back of your real business card along with your vanity URL
  • Reinforce your credibility with buyers by displaying references on your profile Request references right from your profile — as many as you wantReferences appear on your profile just like ratings appear on or eBay listingsReferences are not limited to others on the Ariba Network – anyone can be a reference!
  • Upgrade to Ariba Discovery Advantage or Advantage Plus, and become Ariba Ready, to further raise your visibility and credibility with buying organizationsAdditional Discovery benefits far outweigh the nominal costs*Free responses to RFI/RFQ postings and collaboration with buyersMore direct contact messages with buyers allowedLarger number of ProfilePitchesPremium profile and prioritized listing in buyer search resultsPriority support
  • When I set up the company in 2009 – I was the only employee. Now with 12 permanent employees, my role combines finance, purchasing, marketing and of course, my first love…recruitment for select clients.
  • Incorporated: March 1997, OHContact InformationPrincipal: Ms. Janet Page (Manager)Mr. Tony Altieri (Marketing Communications Specialist)Business CategoryLabels - Plastic, Metal, Foil, Point of Sale Systems, Shipping Room Supplies, Labels - Paper, PrintersProducts & ServicesLabels, printers, scannersService AreaNationalAlternate Business NamesElectronic Printing Products
  • Maximizing Sales and Marketing Reach in Your 2013 Business Initiatives

    1. 1. Maximizing Sales and Marketing Reach in Your 2013 Business Initiatives June 5, 2013 – Berlin, Germany © 2013 Ariba, Inc. All rights reserved.
    2. 2. #AribaLIVE Agenda • Ariba DiscoveryTM Overview • Panel Introduction • Best Practice Sharing • Q&A © 2013 Ariba, Inc. All rights reserved.2
    3. 3. #AribaLIVE What is Ariba Discovery? • The premier service for matching business buyers and sellers globally © 2013 Ariba, Inc. All rights reserved.3 50 PERCENT OF THE GLOBAL 2000 OVER 3,000 BUYERS “I’m looking for…” “I can offer that!”
    4. 4. #AribaLIVE How Does it Work for Buyers? • Buyers describe needs in a posting and get matched to sellers Create a posting Review proposals Make selection Describe your buying need in a posting Receive offers from sellers who offer what you need Review proposals and choose the best offer Find relevant new sellers faster and easier than through traditional search methods © 2013 Ariba, Inc. All rights reserved.4
    5. 5. #AribaLIVE How Does it Work for Sellers? • Sign up and get an email notification for every new lead 1. Create your profile 2. Get lead notification 3. Submit your proposal Register and create your company profile Get notified when buyer postings match your profile or when a buyer contacts you – it’s free Submit your proposal to the buyer to build new relationships and win business Reach target audience faster and easier than traditional marketing and sales channels © 2013 Ariba, Inc. All rights reserved.5
    6. 6. #AribaLIVE What can I use it for? • Finding trading partners for any product or service Over 730K buyers and sellers More than 20K categories Nearly 200 countries 36% of sellers with global reach Over 40K green and diverse sellers o 16,000 Women-Owned o 11,000 Minority-Owned o 5,000 Veteran-Owned o 4,700 Small Disadvantaged o 13,000 Green  Buyers can search for green and diverse sellers © 2013 Ariba, Inc. All rights reserved.6
    7. 7. #AribaLIVE Manufacturing & Machinery 18% Other 38% Electronics 5% IT & Telecommunications 5% Vehicles & Transportation 7% Business Services 19% Construction & Engineering 8% Leading Seller Categories © 2013 Ariba, Inc. All rights reserved.7
    8. 8. #AribaLIVE Diverse Buying Needs © 2013 Ariba, Inc. All rights reserved.8 IT & Telecom 10% Professional Services 8% Construction & Engineering 8% Facilities & Maintenance 7% Parts & Components 7% Industrial Equipment 6% Marketing & Communications 6% Raw Materials & Chemicals 6% Other 42%
    9. 9. #AribaLIVE Buyers Sellers Ariba Discovery Ariba Procurement (P2P) How Can I Use it? © 2013 Ariba, Inc. All rights reserved.9 Ariba Sourcing (On-Demand, On-Premise) • Ariba Discovery can be accessed from multiple Ariba solutions Ariba 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.10 New Forms of Buyer-Seller Interaction Sourcing Initiatives Buyer • Large spend of $100K - 50M • Conducted by Sourcing managers • Find new sellers through postings on Ariba Discovery Seller • Receive buyer posting leads • Respond to buyer postings • Interact with buyers to form relationship Spot Buys Buyer • Smaller spend of $5K - $100K • Conducted by procurement managers, plant managers, spot buyers • Fulfill non-catalog, rush order, or unplanned purchasing projects Seller • Quick quotes to meet buyer needs • Showcase detailed, unique capabilities in profile • Pursue final sales fast Market Intelligence Buyer • Interested in supply market intelligence for new markets or supply roadmap • Most relevant sellers are contextually presented to buyer based on buying activities and seller capabilities Seller • Drive awareness to prospects through targeted messaging (ProfilePitch) and comprehensive profile • Have buyers contact you when your ProfilePitch gets their attention
    11. 11. #AribaLIVE Seller Profile Page • Buyers Review profiles of sellers who responded to learn more about capabilities and credentials Preview profile in seller searches • Sellers Submit your profile with every proposal Show up with profile in buyer search results Promote your profile to targeted buyers © 2013 Ariba, Inc. All rights reserved.11
    12. 12. #AribaLIVE More Value for Buyers and Sellers © 2013 Ariba, Inc. All rights reserved.12 BUYER VALUE • Achieve incremental savings of 15% • Reduce costs up to 75% for seller identification and qualification • Save up to 90% of time for seller identification and qualification • Make better, more informed seller selection decisions SELLER VALUE • Tap into over $5B USD buying volume right in Discovery • Maintain high visibility in front of real decision-makers, with budget and ready to buy • Cost effective lead source versus traditional methods • New sales channel, comprising 15-50+% of revenue for many sellers
    13. 13. #AribaLIVE Maximize Your Impact as a Seller © 2013 Ariba, Inc. All rights reserved.13 1. Update your profile and contact details 2. Get the commodities and territories right 3. Provide customized responses 4. Invite more references 5. Promote your profile to buyers • Top 5 things to do to leverage your company
    14. 14. #AribaLIVE Unlock Your Benefits and Maximize Your Presence 1. Enhance your profile • Update your profile and contact details • Get the commodities and territories right 2. Share your profile via social media buttons 3. Download and use the “Find us on Ariba” badge 4. Invite references 5. Build your brand © 2013 Ariba, Inc. All rights reserved.14
    15. 15. #AribaLIVE Enhance Your Profile • Update contact details • Get the commodity, sales territories, and descriptions right • Verify accuracy – anyone who sees your profile has access to the social media buttons to share it! © 2013 Ariba, Inc. All rights reserved.15
    16. 16. #AribaLIVE Use Social Media Buttons to Share Your Profile to Your Own Social Media Pages • Click to “publish” profile to social media outlets • Facebook, Twitter, LinkedIn, e-mail • Anyone else can also click and publish © 2013 Ariba, Inc. All rights reserved.16 NEW
    17. 17. #AribaLIVE Download and Use the “Find us on Ariba” Badge • Multiple sizes available • HTML code included • Unlimited use on websites, social media profiles, your e-mail signature, and your business card © 2013 Ariba, Inc. All rights reserved.17 NEW
    18. 18. #AribaLIVE Invite References • References reinforce your credibility with buyers • Request any and as many references as you want • References appear similarly to ratings on or eBay listings © 2013 Ariba, Inc. All rights reserved.18
    19. 19. #AribaLIVE Build Your Brand • Advantage or Advantage Plus raise your visibility and credibility with buyers • Additional benefits far outweigh nominal costs* Free responses to RFI/RFQ postings and collaboration with buyers More direct contact messages with buyers Premium profile and prioritized listing in buyer search results Priority support © 2013 Ariba, Inc. All rights reserved.19 * Benefits and costs vary by Ariba Discovery mem
    20. 20. #AribaLIVE The Panel • Shirley Brzeski Founder and Managing Partner ClearChoice Careers, Ltd • Kristopher Hart Sales Account Manager LLT Barcode and Labels © 2013 Ariba, Inc. All rights reserved.20
    21. 21. #AribaLIVE SELLER PERSPECTIVE Shirley Brzeski, Founder & Managing Partner, ClearChoice Careers, Ltd. © 2013 Ariba, Inc. All rights reserved.21
    22. 22. #AribaLIVE About Me • Managing Director of ClearChoice Careers, Ltd. • Shirley‟s background • Since „83 - recruitment…recruitment..recruitment • Started own agency in 1990‟s – SAP Specialists • Late 1990‟s innovated the concept of direct recruitment – enabled clients and applicants to interact direct for a fixed up-front fee using the internet. • Internet based Services evolved and ClearChoice Careers was born © 2013 Ariba, Inc. All rights reserved.22
    23. 23. #AribaLIVE ClearChoice Career’s Mission Helping clients and applicants to find each other using the internet © 2013 Ariba, Inc. All rights reserved.23
    24. 24. #AribaLIVE We recruit globally: • Permanent or Contract staff – all skill sectors • Flexible payment for clients who choose: low fixed fee up-front payment keenly priced fee once placement made New in 2012– HR Consultancy • HR Reviews & Best Practice Reports • Employee Engagement Surveys • HR Training Workshops across related topics delivered in-house and roadshows: Interviewing techniques Psychometrics Absenteeism © 2013 Ariba, Inc. All rights reserved.24
    25. 25. #AribaLIVE So how did I happen upon Discovery? • First came Ariba Supplier status, then came Discovery • Initial thoughts: Fantastic opportunity to open doors – to see and be seen. Time saving, matching opportunities are presented to me. • Good source of market trends (what people are looking for) © 2013 Ariba, Inc. All rights reserved.25
    26. 26. #AribaLIVE Results • Lessons learned • 5 lead alerts in first 12 months • 50 lead alerts in last 12 months • Be specific with commodity listing • Keep checking – lead-times often quite short © 2013 Ariba, Inc. All rights reserved.26
    27. 27. #AribaLIVE Recommendations • So, as I haven‟t won business, why am I speaking to you? ROI isn‟t just measured by sales….. – Costs saved through reduction in time researching leads Both Buyers and Suppliers should be selective to achieve ultimate goal © 2013 Ariba, Inc. All rights reserved.27
    28. 28. #AribaLIVE SELLER PERSPECTIVE Kris Hart, Sales Account Manager, LLT Barcode and Label © 2013 Ariba, Inc. All rights reserved.28
    29. 29. #AribaLIVE About me © 2013 Ariba, Inc. All rights reserved.29 • Stark State College of Technology • Started at LLT Barcode in 2006 • Became Account Executive in 2010 • Handle 700 Accounts • Consistently TOP performer • 15 % of new accounts
    30. 30. #AribaLIVE LLT Barcode’s Evolution into eCommerce © 2013 Ariba, Inc. All rights reserved.30 Founded In Uniontown, Ohio, USA Labels Blank to Pre-printed with your Logo Cataogs Over 1,000,000 Printed Printers We offer all the Major Brands Mobile & Handheld Motorola, Datalogic, Honeywell Updated Commerce site We updated our website to increase traffic First Ariba Discovery Win $400,000 Two Year Contract
    31. 31. #AribaLIVE Four-Year Growth $8 $9 $10 $11 $12 2009 2010 2011 2012 © 2013 Ariba, Inc. All rights reserved.31
    32. 32. #AribaLIVE LLT’s Challenges • Approaching new prospects effectively Difficulty competing with larger office suppliers with higher brand awareness and nationwide retail presence Hard time getting a foot in the door with large buying organizations that have corporate purchasing programs © 2013 Ariba, Inc. All rights reserved.33 0 0.1 0.2 0.3 0.4 0.5 0.6 2008 2009 2010 2011 Postage Response Rate
    33. 33. #AribaLIVE LLT’s Challenges • Prospecting Locating posted opportunities – Group Purchasing Organizations (GPO) Gaining the correct information from the customer © 2013 Ariba, Inc. All rights reserved.34
    34. 34. #AribaLIVE LLT and Ariba Discovery • Using Ariba Discovery to easily discover new leads and connect with Global 2000 companies Signed up for the Advantage Plus package to respond to unlimited buyer postings at no additional cost © 2013 Ariba, Inc. All rights reserved.35
    35. 35. #AribaLIVE LLT Success © 2013 Ariba, Inc. All rights reserved.36 Results Responded to our FIRST RFP by a popular national retailer and won two-year contract for $400,000 in business – much larger and longer contract than initially published on Discovery
    36. 36. #AribaLIVE Lessons Learned • Have a complete and updated Profile • Be sure you are in the correct commodities • Make sure your response is clear and concise • Buyers don‟t always have all the information - ask questions • Patience - just like dating © 2013 Ariba, Inc. All rights reserved.37
    37. 37. #AribaLIVE Thank You!
    38. 38. Questions? 39
    39. 39. #AribaLIVE Please Complete Session Survey © 2013 Ariba, Inc. All rights reserved.40 Find Session in Schedule Click Choose one Rate Session Thank you for joining us Click Survey and Select Breakout Session Survey