B2B companies have traditionally relied on print catalogs, armies of sales reps and well-staffed call centers to generate and manage customer orders. But B2B buyers have shifted their research and transactions online and to mobile. To adapt and meet buyers needs, B2B companies must rethink their customer engagement strategies and commerce investments. One way to improve your presence is by implementing eCommerce on Salesforce. Learn more from Forrester Research, Ecolab and CloudCraze about the benefits and results of native eCommerce on Salesforce.

1. eCommerce on Salesforce
eCommerce on Salesforce:
The Facts
​Andy Hoar, Guest Speaker, Forrester Research
​Lori Jarchow, Ecolab
​Ray Grady, CloudCraze
​Moderated by Paul Demery, Internet Retailer
January 14, 2016

2. 2
Andy Hoar
Forrester Research
Lori Jarchow
Ecolab
Ray Grady
CloudCraze
Presenters

4. State of B2B eCommerce
Andy Hoar
Principal Analyst
January 14, 2016

5. © 2015 Forrester Research, Inc. Reproduction Prohibited 5
Source: Forrester Research US Online Retail Forecast, 2011 To 2016, Key Trends in B2B eCommerce for 2013
$480B
$1.1T
US B2B eCommerce: $1.1T By 2019

6. © 2015 Forrester Research, Inc. Reproduction Prohibited 6

7. © 2014 Forrester Research, Inc. Reproduction Prohibited 7
More Self-Serve B2B Buying Experiences

8. © 2015 Forrester Research, Inc. Reproduction Prohibited 8
B2B buyers already use the web to
research products
“What percentage of your purchases for work do you typically research
ONLINE before you purchase OFFLINE?”
63% research half or
more of their work
purchases online
Base: 158 B2B buyers
Source: Q4 2015 Forrester/Internet Retailer B2B Buy-Side Survey

9. © 2015 Forrester Research, Inc. Reproduction Prohibited 9
B2B Buyers Expect To Buy More Online
Source: Q4 2015 Forrester/Internet Retailer B2B Buy-Side Survey
2015 2018
“What percentage of your
purchases for work do you
make online today?”
“What percentage of your
purchases for work do you expect
to be making online in 3 years?”
32% make half or
more of their work
purchases online
53% expect to make
half or more of their
work purchases online
in 3 years
Base: 162 B2B buyers
(not all responses shown)

10. © 2015 Forrester Research, Inc. Reproduction Prohibited 10
68% of B2B buyers use credit cards to
make purchases for work
Base: 100 B2B buyers
Source: Q4 2015 Forrester/Internet Retailer B2B Buy-Side Survey

11. © 2015 Forrester Research, Inc. Reproduction Prohibited 11
Base: 100 B2B Buyers
Source: Forrester/Internet Retailer Q4 2015 Global B2B Buy-Side Survey
92% of B2B buyers
say that they’ve used
Amazon to research a
purchase for work.

12. © 2015 Forrester Research, Inc. Reproduction Prohibited 12
B2B matching competitors but not Amazon
Base: 89 B2B eBusiness professionals
Source: Forrester/Internet Retailer Q2 2015 Global B2B Sell-Side Survey
“How would you rate your company’s B2B website customer experience vs…” (Select
one)
…Your B2B competitors …
63%
17%
20%
Worse
Comparable
Better
18%
36%
46%
Worse
Comparable
Better

13. © 2015 Forrester Research, Inc. Reproduction Prohibited 13
Investments in B2B commerce
technology are on the rise

14. © 2015 Forrester Research, Inc. Reproduction Prohibited 14
By 2019, US firms will spend $2.1b on licensing
commerce technology
Source: Forrester Business technology ForecastView
Commerce Platform Spending (US$ millions)

15. © 2015 Forrester Research, Inc. Reproduction Prohibited 15
By 2019, B2B firms will spend more on
commerce technology than online retailers do
+
-
-
+

16. Key Takeaways
1. B2B buyers have rising expectations
and diminishing patience.
2. Disruption has arrived (ecosystem
partners, Amazon).
3. TTM and TCO matter in the age of
the customer.

17. forrester.com
Thank you
Andy Hoar
Principal Analyst
ahoar@forrester.com
@andyhoar1

18. Ecolab’s B2B eCommerce,
A Real World Example

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THE WORK WE DO MATTERS
Every day we make the world
cleaner, safer and healthier
Protecting people
and vital resources

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The global leader in water, hygiene and energy technologies and services that protect people and
vital resources
• Founded in 1923
• Headquartered in St. Paul, Minnesota
• Fortune 500 company
• 47,000 employees
• Serving customers in more than 1 million locations in 171 countries
• $14 billion in annual sales

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​Need for an alternate channel
for online ordering:
• Scalable
• Additional revenue
​Previous eCommerce solution:
• Did not meet business model
• Out of date
• IT not staffed for complicated
infrastructure
​RFP process:
• SaaS solution required
• From 6 vendors to 3
• Approach became “Why Not
CloudCraze?”
• SaaS on SFDC platform
• Scalable and flexible
Contract with CloudCraze
​Partnered with CloudCraze:
• Implemented first storefront in 8
weeks
• Out of the box functionality first
• Agile methodology
• Cross-functional team
involvement
Problem Approach Execution
​Why eCommerce solution on Salesforce.com platform?

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• True SaaS offering
• Fast deployments – proven
• Lower cost of entry – pay as you grow
• Most business ownership of site configuration
• Provides single “version of the truth” - 360 view of Customers
• Direct access to ongoing innovations from Salesforce.com
• Same platform as Customer Portal
• Leverages Salesforce CRM
​Ecolab chose CloudCraze and differentiators drove the choice

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• First implementation – 8 weeks
• Two-way integrations with SAP
• Integration with OEM Manuals
• Self Registration
• Live Chat
• Credit Card partner:
Paymetrics
• B2B and B2C
• Integrated with Customer Portal
• Order history
• Integration with Mainframe
• Credit Card partner:
Cybersource
• Order approval process
• Interactive Drawings
• Guest buying
• Credit Card partner: 3Delta
• Lightweight implementation until
volume justifies integrations
​eCommerce Landscape – 3 Storefronts-Unique to business functions

24. ​Centralized implementation and support team
• SFDC talent allows for flexibility based on demand
• Decentralized ownership of customer, product and pricing data
• Partnership with internal Salesforce.com team
​Agile delivery for projects and new features/enhancements
​Ongoing features and enhancements applied
• 3 types of credit card integrations
• Back-office integrations (Mainframe, SAP)
• Live Chat
​Plans to expand customers, products, and functionality to additional
divisions across the globe
eCommerce is a Program, not a Project

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eCommerce Features
​All accessed from the homepage
1. Integration with OEM Manuals API
2. Dynamic Categories
3. Wishlists
4. Spotlight Products
5. Product Search – faceted
6. Live Chat
7. Promotions
1
2
3
4
7
5
6

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eCommerce Features
​Interactive Diagrams
1. User is able to
navigate to the
specific part they
need using a
drawing of the
complete
assembly
2. Brings them to a
detail page on
that specific part
where they can
place it into their
cart
1
2

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• Prepare to manage as a program, not a project
• Centralize and staff internally where possible
• Prepare and understand data early
• Customer, Product, media
• Understand supporting business processes
• Establish relationships and set expectations with appropriate business partners
• Involve business partners during selection through implementation and beyond
• CloudCraze Admin collaboration
• Ongoing discussions of best practices and upcoming releases
​Lessons Learned

28. CloudCraze

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​The only proven eCommerce platform developed
natively on the Salesforce Platform

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CloudCraze provides eCommerce in the cloud
eCommerce
Self-Service Portal
Collaboration
Merchandising
Orders &
Service Requests
Our customers engage with, sell to and support their customers with CloudCraze
Integration Layer
ERP/Backend Systems

31. 31
Business Development
Customer &
Equipment On-boarding
eCommerce
Self-Service Portal
Collaboration
Sales
Merchandising
Marketing
Service
Analytics
Orders &
Service Requests
Integration Layer
ERP/Backend Systems
Native on Salesforce, CloudCraze enables customer engagement commerce
CloudCraze provides eCommerce in the cloud

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CloudCraze drives a better customer experience…
Tailored / Targeted ContentConvenient Ordering
The “Consumer” Effect
My Portal /Account Management
10% increase in average
order size
50% faster to place an
order
Consistent Experience Across
Touch Points
300% increase in order
compliance and accuracy
Results
80% reduction in cost
to place an order

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Deploy storefronts quickly. Generate revenue in weeks.
Easily scale for growth.
Requirements, Business
Case & Budgeting
Evaluate,
Procure & Setup
Infrastructure
Design Build Test Deploy v1.0
Legacy Implementation Lifecycle
4 months 18 months7 months 9 months 15 months 17 months
First v1 Order = 18 months
First v1 Order = 8-12 weeks
Requirements Mapping,
v1.0 Configuration &
Integrations
Test & Deploy
v1.0
v2.0
Configuration &
Integrations
Test & Deploy
v2.0
v3.0
Configuration &
Integrations
Test & Deploy
v3.0
CloudCraze Implementation Lifecycle

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The only native Salesforce solution included
in the Wave.
“CloudCraze is a native Salesforce application
and as such appeals to B2B firms standardizing
their cloud infrastructure and applications on
Salesforce.com”
​“CloudCraze makes an excellent case for its
model, which is essentially Salesforce on
eCommerce steroids.”
CloudCraze named a Strong Performer in The Forrester Wave™ :
B2B Commerce Suites, Q2 2015
The Forrester Wave™ is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave™ are trademarks of Forrester Research,
Inc. The Forrester Wave™ is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with
exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave.
Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.

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CloudCraze Customers

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Sampling of CloudCraze Success Stories
B2C Educational Products
(New channel expansion. New
products sold online only.)
B2B Process Technology
(Selling parts and equipment.
Opened a new online channel)
B2E Consumer Products
(Global solution for Employee
Store)
B2B CPG & Distribution
(Enabling an untapped
market with improved UX )
B2B Health/Safety Products
(Multiple business units. Global
deployment, complex integrations)
Media Software & Hardware
(Solving for B2B / B2C use cases.
Selling physical and digital goods.)
Kaplan GE L’Oreal
Ecolab AvidCoca-Cola

37. Q&A
For a fully functional demo with your company’s branding, contact
sales@cloudcraze.com