B2B Online Presence Benchmarking

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Comparison and benchmarking of B2B websites. Includes best practices, competitive landscape, and recommendations for improvement.

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B2B Online Presence Benchmarking

  1. 1. B2B Online Presence and Benchmarking
  2. 2. Client  Logo   Your  Logo  
  3. 3. Introduction Competitive Landscape Best Practices Recommendations Exhibits Summary Outline
  4. 4. Context of the Study ►  Presenta(on  of  your  client     ►  The  problems     ►  Your  mission   ►  Objec(ve  1       ►  Objec(ve  2   ►  Objec(ve  3     Context   Objec3ves   Plan   •  Introduc3on   •  Summary   •  Landscape   •  Best  Prac3ces   •  Recommenda3ons  
  5. 5. This  study  focuses  on  (business  segment)  in  (geographic  area).     Business   Ac3vity   Name   Ac(vi(es  of  the  business   Name   Ac(vi(es  of  the  business   Name   Ac(vi(es  of  the  business   Name   Ac(vi(es  of  the  business   Name   Ac(vi(es  of  the  business   Name   Ac(vi(es  of  the  business   Name     Ac(vi(es  of  the  business   logo   logo   logo   logo   logo   logo   logo   Study Scope Plan   •  Introduc3on   •  Summary   •  Landscape   •  Best  Prac3ces   •  Recommenda3ons  
  6. 6. Introduction Competitive Landscape Best Practices Recommendations Exhibits Summary Outline
  7. 7. •  (1st  element)   –  (detail)   –  (detail)   –  (detail)   •  (2nd  element)   –  (detail)   –  (detail)   –  (detail)   •  (3rd  element)   –  (detail)   –  (detail)   –  (detail)   •  (4th  element)   –  (detail)   –  (detail)   –  (detail)   •  (5th  element)   –  (detail)   –  (detail)   –  (detail)     Summary: Business Perimeters Plan   •  Introduc3on   •  Summary   •  Landscape   •  Best  Prac3ces   •  Recommenda3ons  
  8. 8.   Brand       Interac(on       Know/Analyze  your  Market     AFrac(on   of  Traffic   Info  about   Offering   Sales   Service     Intermediary  Support     (Distributors)   „  Billing   „  Service  aAer  the   sale   „  Management  of   contracts   „  …   „  Analysis  of  Traffic   „   e-­‐reputa3on   „   Surveys   „   Sa3sfac3on  studies   „  …   „   Making  contact   „   Web  func3on  2.0   (Forums,  sharing…)…     „  Develop  SEO  and  SEM   „  Organize  contests   „  Develop  cross-­‐media   communica3on   „  …   „  Ar3cles   „  Info  about  usage   „  E-­‐learning   „  …   „  Direct/indirect   „  Where  to  buy?   „  Demand  levels   „  …   „   Marke3ng   distribu3on   „   Promo3ons   „  …   Value Chain Analysis Plan   •  Introduc3on   •  Summary   •  Landscape   •  Best  Prac3ces   •  Recommenda3ons  
  9. 9.   Brand       Interac(on       Know/Analyze  your  Makret     AFrac(on   of  Traffic   Info  about   Offering   Sales   Service     Intermediary  Support       (your  client)       =100%  of   poten(al       Compe3tors       =100%  of   poten(al       Value Chain Analysis Plan   •  Introduc3on   •  Summary   •  Landscape   •  Best  Prac3ces   •  Recommenda3ons  
  10. 10. Internet  Presence   Mobile  Presence   Contact  Centers   Sales  Method   Delivery  Channels  &  Packaging   Introduc3on   Compe33ve  Landscape   Best  Prac3ces   Recommenda3ons   Summary   Competitive Landscape
  11. 11. Compe3tor   Strength  (EXAMPLES:)   Weakness   Name     Grade:  xx  /  20   •   Usability   •   Content   •   Crea(vity   •   Loyalty   •  Low  natural  traffic  acquisi(on   •  Lack  of  professionalism   Name     Grade:  xx  /  20   •   Content     •  Messy   •  Not  interac(ve   •  Low  usability   •  Low  natural  traffic  acquisi(on   •  Lack  of  professionalism   Name     Grade:  xx  /  20   •  Shop  locator   •  Professionalism     •  Not  interac(ve   •  Low  natural  traffic  acquisi(on   Name     Grade:  xx  /  20   •  Usability   •  Shop  locator     •  Low  natural  traffic  acquisi(on   •  Lack  of  professionalism   Name     Grade:  xx  /  20   •  Crea(vity   •  Loyalty   •  Low  natural  traffic  acquisi(on   •  Lack  of  professionalism   •  Low  usability   Name     Grade:  xx  /  20   •  Usability   •  Content   •  Loyalty   •  Interac(ve   •  Too  many  pop-­‐ups   •  Poor  usability  of  affiliate  sites   Name     Grade:  xx  /  20   •  Content   •  Professionalism   •  Not  interac(ve     Plan   •  Introduc3on   •  Summary   •  Landscape   •  Best  Prac3ces   •  Recommenda3ons   Competitors’ Strengths & Weaknesses
  12. 12. u  (Remark)   u  (Remarks)   -  (1st  point)     ►  (Remark)   -  (1st  point)           (Name)     (Name)   (Name)   (Name)   (Name)   (Name)   (Name)   Compe33on  Breakdown   Segment  Rank   14   8   3   2   5   6   1   B2B    users   20%   100%   100%   100%   40%   100%   100%   B2C  users   100%   30%   66%   100%   80%   100%   Interna(onal  Presence  (%   of  sites)   71%   100%   100%   100%   80%   50%   100%   (Your   client)   8   100%   62%   100%   Competitors’ Internet Presence Plan   •  Introduc3on   •  Summary   •  Landscape   •  Best  Prac3ces   •  Recommenda3ons  
  13. 13.   ►  (Remark)   ►  (Remark)   *  Selon  nos  observa(ons,  ces  sites  ne  sont  pas  des  CMS           (Name)   (Name)   (Name)   (Name)   (Name)   (Name)   (Name)   Method  of  Organiza3on   Centralized  Internet  hub    No    Yes      No   Yes    No     Yes    Yes   Clean  Structure   Yes   No   Yes   No   Yes   No   No   Hos(ng   Decentralized   Centralized   (50%  New   York)   Decentralized   Centralized   (100  %   Texas)   Decentralized   Centralized   (90%  East   Coast)   Centralized   (50%  US,   50%   Canada)   CMS  standard  (Joomla,   Drupal…)*   No   No   No   No   No   No   No   Monitoring    Google  analy(cs      Google   analy(cs      Google   analy(cs      Google   analy(cs      Google   analy(cs      Google   analy(cs      Google   analy(cs     (Your  Client)    Yes   No   Centralized   (100%  CA)   No   Google  Analy(cs   Competitors’ Internet Presence Plan   •  Introduc3on   •  Summary   •  Landscape   •  Best  Prac3ces   •  Recommenda3ons  
  14. 14.   ►  (Remark)   ►  (Remark)   ►  (Remark)   (Name)   (Name)   (Name)   (Name)   (Name)   (Name)   (Name)   Performance   Graphics  (modern  design)   2,4   1,9   2,2   2,7   2,5   2   2,8   Consistency  (brand,  naviga(on…)   1,5   2,2   1,7   2,5   2,5   2   3   Usability   1,75   1,61   1,77   2,22   1,74   1,78   2,11   Traffic  Acquisi(on   (SEO,  SEM,  criteria  in  page/off   page)   1,5   1,2   1,4   1,7   1,2   1,8   2,8   Loyalty   (returning  visitors,  newsleFer)   54%   77%   60%   0%   80%   9%   0%   (Your   Client)   1,75   2   1,60   1,1   1%   Traffic  Acquisi(on   logo   logo   logo   logo   logo   Competitors’ Performance Plan   •  Introduc3on   •  Summary   •  Landscape   •  Best  Prac3ces   •  Recommenda3ons   Quality  
  15. 15. ►  (Remark)     ►  (Remark)             (Name)   (Name)   (Name)   (Name)   (Name)   (Name)   (Name)   Value  Proposi3on   Catalogue  (quality  of   presenta(on)     2   2   2   3   2   3   3   E-­‐commerce   No   No   No   No   No   No   No   Interac(ve   0,31   0,17   0,11   0,17   0,33   0,31   0,33   B2B                               Wasted  Space   43%   13%   0%   50%   40%   0%   100%   Contact  Pro   Yes   Yes   Yes   Yes   Yes   Yes   Yes   B2C                               Content   2,15   2,71   2,33   3,00   2,00   2,17   3,00   Shop  locator  (existence,  quality.)   31%   57%   67%   0%   20%   33%   (Your   Client)   1   Yes   0,33       100%   Yes       2,10   66%   Value Proposition (1/2) Plan   •  Introduc3on   •  Summary   •  Landscape   •  Best  Prac3ces   •  Recommenda3ons  
  16. 16. Content   Scope  of  Target   ►  (Remark)   -  detail   -  detail   ►  (Remark)   -  detail   logo   logo   logo   logo   logo   logo   Value Proposition (2/2) Plan   •  Introduc3on   •  Summary   •  Landscape   •  Best  Prac3ces   •  Recommenda3ons  
  17. 17. Name  of  site   hFp  ://www.site-­‐example.com   Name  of  site   http ://www.site-example.com Screen  shot   Screen  shot   ►  Market  :     ►  Target  :     ►  Objec(ves:   ►  Strengths:   Plan   •  Introduc3on   •  Summary   •  Landscape   •  Best  Prac3ces   •  Recommenda3ons   Benchmarks ►  Market  :     ►  Target  :     ►  Objec(ves:   ►  Strengths:  
  18. 18. Download  the  complete   presenta(on  on  Consulting Café for  $5.     hFp://www.consul(ngcafe.com/products/b2b-­‐online-­‐presence  

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