Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Best Practices For Taking Your B2B Company Online

388 views

Published on

Key Takeaways include:
Actionable tips on selecting a proper eCommerce solution that suits your very company;
Strategic insights into keeping a website up and running with the help of system integrators;
Benefits of implementing marketing automation for B2B commerce.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Best Practices For Taking Your B2B Company Online

  1. 1. May 25th, 2017 BEST PRACTICES FOR TAKING YOUR B2B COMPANY ONLINE
  2. 2. AGENDA ● Introductions ● Selecting the Right e-Commerce Platform ● Bringing out the Value of your Website ● Multi-Channel B2B e-Commerce ● Q & A
  3. 3. PRESENTERS
  4. 4. PRESENTERS Jary Carter • Founder & Chief Revenue Officer of Oro Brandon Briggs • Email Expert & Channel Manager at dotmailer Ryan Shields • Co-Founder, CEO of Indaba Group
  5. 5. ORO REVOLUTIONIZES COMMERCE
  6. 6. Yoav Kutner CEO Jary Carter CRO Dima Soroka CTO Michael Bessolov VP, Engineering Motti Danino VP, Operations Roy Rubin Advisor THE ORO TEAM
  7. 7. ● 170+ employees ● 4 Countries ● 6 offices ● Backed by Highland Europe ORO INC.
  8. 8. “Business to business (B To B/ B2B) is a type of commerce transaction that exists between businesses, such as those involving a manufacturer and wholesaler, or a wholesaler and a retailer.” – investopedia.com “Business to Business Electronic-Commerce one business selling to another business via the Web.” – PC Magazine WHAT IS B2B COMMERCE?
  9. 9. ● Self-serve Model ● Buyer-Seller Interaction ● B2B Marketplace B2B E-COMMERCE USE CASES
  10. 10. Source Frost & Sullivan GLOBAL B2B ONLINE GROSS SALES VOLUME (TRILLIONS)
  11. 11. HOW ARE B2B & B2C E-COMMERCE SIMILAR?
  12. 12. “94% of B2B Buyers research online for purchase decisions.” – The Acquity Group
  13. 13. “74% of B2B buy from a website because it’s more convenient than buying from a sales person.” – Forrester
  14. 14. “Nearly half of all B2B researchers are millennials.” – Google
  15. 15. “42% of researchers use a mobile device during the purchasing process.” – Google
  16. 16. BRANDING
  17. 17. GREAT USER EXPERIENCE
  18. 18. HOW ARE B2B & B2C E-COMMERCE DIFFERENT? KEY B2B FEATURES & CAPABILITIES
  19. 19. SELLING TO COMPANIES, NOT TO INDIVIDUALS
  20. 20. IMPULSE BUYING VS. PROCESS BUYING
  21. 21. CORPORATE ACCOUNTS
  22. 22. FRONT-END OPTIMIZED FOR B2B BUYING EXPERIENCE
  23. 23. QUICK ORDER FORM
  24. 24. PERSONALIZED CATALOGS
  25. 25. MULTIPLE PRICE LISTS
  26. 26. WORKFLOWS
  27. 27. QUOTE-TO-ORDER-TO-PURCHASE WORKFLOWS
  28. 28. Holistic experience – for buyers and sellers Multi-Channel 360-degree view of the customer Sales dashboard Sales team managements Managing leads and opportunities Manage quotes and orders Reports and analytics Marketing campaigns And much more SALES TEAM/CRM
  29. 29. MOBILE EXPERIENCE FOR BUYERS & SELLERS
  30. 30. Thank You! jary@oroinc.com @jarycarter IRCE Booth #1553
  31. 31. TRUE VALUE OF B2B WEBSITE
  32. 32. INDABA GROUP Established 2010 as an e-Commerce development agency Offices in USA (CO, CA, MT) and in the UK 35 employees Industry leader in Global B2B e-Commerce Development, Creative, Analytics, CRO, Usability The Indaba Way
  33. 33. DISCOVERY PROCESS Full business requirements discovery: Ensure goals and KPIs are clearly defined Technical and Creative discovery Internal stakeholder alignment Knowledge of platform, modules, extensions: Full development capabilities Shipping, tax, search, product recommendations, social
  34. 34. With a B2B e-Commerce website, customers can now: More readily find key product information Streamline ordering time & efforts Track purchases through account access Purchase holistically online! With a B2B e-Commerce website, internal stakeholders can now: Improve operational efficiencies with new purchase process IMPACT ON CUSTOMERS & STAKEHOLDERS
  35. 35. CONTINUED GROWTH & RETURNS Long-term vision & plan for website; digital strategy On-going maintenance & optimization: CRO, website analytics, reporting and insights Bilateral customer feedback is critical: Internal stakeholders External stakeholders Customers
  36. 36. Thank You! Ryan@IndabaGroup.com @IndabaRyan
  37. 37. MULTI-CHANNEL B2B E-COMMERCE
  38. 38. dotmailer - EMAIL MARKETING AUTOMATION 18 years of industry experience Global Business & Infrastructure Growing Customer Base of 8,000+ B2C & B2B Brands Publically Traded & Profitable 80,000 users in 150+ countries Email & E-commerce Background Thought leaders & educators
  39. 39. CONSUMERS LOVE EMAIL ● Marketing channel which consumers prefer to be contacted by age. Source: DMA Consumer Acquisition Barometer 2015
  40. 40. MARKETERS LOVE EMAIL
  41. 41. EMAIL IS THE DIGITAL KEY
  42. 42. THE PSYCHOLOGY OF THE BUYING PROCESS B2C has spent billions: Building brand engagement Creating single customer views Delivering personalized 1:1 communication at scale B2B Model: Physical locations Sales Reps Telephone and fax orders ● B2B buying innovation is happening now!
  43. 43. “73% of business buyers will not entertain any direct contact with salespeople from organizations they do not know, unless they made the approach themselves.” – Gartner Research
  44. 44. IS THIS THE END OF THE COLD CALL?
  45. 45. 4 BUILDING BLOCKS TO MULTICHANNEL SUCCESS ● The Website: ○ Shop Window ○ Demo Area ○ HelpDesk ○ Point-of-Sale CRM Database E-commerce Platform Email Marketing
  46. 46. 4 BUILDING BLOCKS TO MULTICHANNEL SUCCESS The Website CRM Database: Cornerstone of multichannel strategy Quantity of Data Quality of Data Accuracy of Data Has to be Integrated E-commerce Platform Email Marketing
  47. 47. 4 BUILDING BLOCKS TO MULTICHANNEL SUCCESS The Website CRM Database e-Commerce Platform: Public data hub Front-end to Ordering System or ERP 24/7 all-knowing Sales Team Email Marketing
  48. 48. “B2B companies who migrated their customers online have seen a 44% increase in average order value” – Econsultancy
  49. 49. THE RIGHT AUTOMATION TACTICS
  50. 50. THINK BIG
  51. 51. START SMALL
  52. 52. PHASE 1
  53. 53. PHASE 2
  54. 54. PHASE 3
  55. 55. PHASE 4
  56. 56. SCALE QUICKLY
  57. 57. DYNAMIC B2B EMAIL AUTOMATION THAT WORKS 1. Welcome Program 2. Product Replenishment 3. Loyalty and Rewards 4. Reviews and Ratings 5. Lapsed Customer 6. Post Sale
  58. 58. WELCOME PROGRAM Say thank you and introduce yourself
  59. 59. WELCOME PROGRAM Say thank you and introduce yourself Highlight features
  60. 60. WELCOME PROGRAM Say thank you and introduce yourself Highlight features Reassurance through training and support
  61. 61. WELCOME PROGRAM Say thank you and introduce yourself Highlight features Reassurance through training and support Introduce related products and services
  62. 62. WELCOME PROGRAM Say thank you and introduce yourself Highlight features Reassurance through training and support Introduce related products and services Convert!
  63. 63. DYNAMIC B2B EMAIL AUTOMATION THAT WORKS 1. Welcome Program 2. Product Replenishment 3. Loyalty and Rewards 4. Reviews and Ratings 5. Lapsed Customer 6. Post Sale
  64. 64. PRODUCT REPLENISHMENT Replenishment is helpful to your customer
  65. 65. PRODUCT REPLENISHMENT …is helpful to your customer …shortens the time between purchases …increases average order value …deepens relationships
  66. 66. DYNAMIC B2B EMAIL AUTOMATION THAT WORKS 1. Welcome Program 2. Product Replenishment 3. Loyalty and Rewards 4. Reviews and Ratings 5. Lapsed Customer 6. Post Sale
  67. 67. LOYALTY & REWARDS Keeping loyalty brand separate from your main brand gives you more reasons to communicate Personalize with points value and tier in both versions
  68. 68. LOYALTY & REWARDS Keeping loyalty brand separate from your main brand gives you more reasons to communicate Personalize with points value and tier in both versions Reinforce benefits Points alone will not drive repeat purchase
  69. 69. DYNAMIC B2B EMAIL AUTOMATION THAT WORKS 1. Welcome Program 2. Product Replenishment 3. Loyalty and Rewards 4. Reviews and Ratings 5. Lapsed Customer 6. Post Sale
  70. 70. RATINGS & REVIEWS Reviews… …give you true insight into what is going on …learn the language that your customers use to describe your products Demonstrate that you are listening AND you care
  71. 71. DYNAMIC B2B EMAIL AUTOMATION THAT WORKS 1. Welcome Program 2. Product Replenishment 3. Loyalty and Rewards 4. Reviews and Ratings 5. Lapsed Customer 6. Post Sale
  72. 72. LAPSED CUSTOMER First get them back… …then give them something different. Don’t treat them like a new welcome program
  73. 73. DYNAMIC B2B EMAIL AUTOMATION THAT WORKS 1. Welcome Program 2. Product Replenishment 3. Loyalty and Rewards 4. Reviews and Ratings 5. Lapsed Customer 6. Post Sale
  74. 74. Post Sale Say “Thank You” Enhance the OOBE Upsell and cross sell
  75. 75. DYNAMIC B2B EMAIL AUTOMATION THAT WORKS 1. Welcome Program 2. Product Replenishment 3. Loyalty and Rewards 4. Reviews and Ratings 5. Lapsed Customer 6. Post Sale
  76. 76. Abandoned Cart Yes - These can work for B2B Frequency and Content differ from B2C Depends on e-commerce platform functionality Need to change our thinking for B2B Highly qualified leads for follow-up via traditional methods
  77. 77. Key Takeaways Email is the Preferred Customer and Marketing Channel Email is your digital key to unlock multi-channel B2B E-commerce 4 Key B2B e-Commerce Building Blocks: The Website CRM Database E-commerce Platform Email Marketing Email Automation: Thinking Big Starting Small Scaling Quickly
  78. 78. Let’s Talk More... brandon.briggs@dotmailer.com @briggsbrandon IRCE Booth #653
  79. 79. Q & A
  80. 80. THANK YOU!

×