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#B2B2016
#B2B2016
THE DIGITAL FUTURE OF
BUSINESS BETWEEN COMPANIES
ModelS, best practiceS AND SOLUTIONS FOR B2B
COMPANIES
...
#B2B2016
industries
Aerospace
Automotive
Chemicals
Communication & Media
Construction & Trade
Education
Energy & Utilities...
#B2B2016
THE DIGITAL FUTURE OF B2B
	 	
Online Marketing
Lead Generation
Social Media
Email Marketing
Content Marketing 
BR...
#B2B2016
#B2B2016
ONLINE brand promotion B2B
FULLY
DEVELOPED
PARTIALLY
DEVELOPED
NOT
DEVELOPED
36% 40% 24%
✔	 ✖	A
#B2B2016
MARKETING B2B
119 €
ACQUISITION
COSTS
19%
SEO
14%
KEYWORD
ADV
13,5%
EVENTS &
TRADESHOWS13%
EMAIL
12%
CATALOGUES &...
#B2B2016
LEAD GENERATION
Display adv
Digital content
Catalogues
PR
Tv/Radio/Press
Sponsorships & aff.
SEO
Social Media
Key...
#B2B2016
EMAIL MARKETING
Display adv
Contenuti digitali
Cataloghi
PR
Tv/Radio/Stampa
Sponsorizzazioni & aff.
SEO
Social Me...
#B2B2016
SOCIAL MEDIA
SATISFACTORY DIFFICULT UNSATISFACTORY
24% 59% 17%
8	 8	?	
Social media have low
impact on sales or t...
#B2B2016
SOCIAL MEDIA effectiveness
LinkedIn Facebook YouTube Twitter Instagram Pinterest Google + Flickr Foursquare Other...
#B2B2016
SOCIAL MEDIA: INVESTments
Maintain
same
investment
No
investment
Decrease
investment
Increase
investment
37%
"	
4...
#B2B2016
CONTENT MARKETING
SOCIAL MEDIA
CONTENT
CONTENT MARKETING IS KEY TO TURN LEADS INTO SALES.
WEBSITE
CONTENT
WEBINAR...
#B2B2016
#B2B2016
SALES CHANNELS
WEBSITE MOBILE SITE
& APP
MARKETpLACE SALES
AGENTS
WHOLESALE &
DISTRIBUTORS
DIRECT
SALES
E-
PROCUR...
#B2B2016
E-commerce b2b
7	i	
SHOPPING
EXPERIENCE
EASY
NAVIGATION
CATALOGUE
ORGANIZATION
DETAILED PRODUCTS
DESCRIPTIONS
EFF...
#B2B2016
SALES ON marketplaceS
✔	
✖	
36%
SELL ON
marketplaceS
64%
DON’T SELL ON
MARKETPLACES
Ä
#B2B2016
ONLINE SALES: FACTORS
Product
configuration
Payment methods
Support during
shopping
Design and usability
Convenie...
#B2B2016
Channel conflicts
There is an actual
conflict between
channels
Channel
conflicts are
present
The conflict between
c...
#B2B2016
MOBILE b2b
65	LEAD GENERATION
SUPPORT TO
AGENTS
SALE OF
ADDITIONAL
SERVICES
AFTER
PURCHASE
ASSISTANCE
OTHER
63%
5...
#B2B2016
MOBILE b2b: INVESTMENTS
MAINTAIN SAME
INVESTMENT
NO
INVESTMENT
INCREASE
INVESTMENT
35%
"	
48%
↑	
17%
Ë	
	5	
6	
DE...
#B2B2016
#B2B2016
CONTACT TOOLS
Email & DeM
89%
41%
PHONE
✉	
!	41%
AGENTS
11%
OTHER
PROMO &
DISCOUNTS
37%
11%
MAIL
5%
5	
0	
✉
#B2B2016
#B2B2016
ORGANIZATION: IMPACT OF DIGITAL
22%
i	
78%
SALES
ORDER
MANAG.
10%
ACCONTING
11%
logisticS
#	
11%
Customer
Service...
#B2B2016
#B2B2016
B2B trendS
E-commerce
& self
service
B2B SALES WILL
MOVE TO
ONLINE
CHANNELS
AND TO SELF
SERVICE
MODELS
b2B copiES...
#B2B2016
DIGITAL EVOLUTION OF B2B
OPPORTUNITIES
DIGITAL
EVOLUTION
CRM
Lead
generation
PROCESS
EFFICIENCY
DIGITAL TOOLS
FOR...
#B2B2016
#B2B2016
BUSINESS models
Resale
Product or service
sold by the
distribution chain
SUPPORT COMPONENT
Product or service
giv...
#B2B2016
Mainly towards
b2c customers.
B2b only inside
the distributors’
channel.
Towards B2b
only.
Towards B2B.
In some c...
#B2B2016
Focus on b2c Focus on b2b Focus on b2b
a	 X	Resale
model
Support
model
Component
model
a
#B2B2016
easily accessible
distribution
chain. Some
operators
provide the final
customer lead
service to the
distributor.
...
#B2B2016
Systems to
improve
negotiations (ex.
Esprinet) or
support the sale
of complex
solutions
Systems to
present the
pr...
#B2B2016
Automate
buybacks to
improve
distributor’s
margin.
If you sell in
multiple
countries with
different prices
distri...
#B2B2016
The online
warranty
extension or the
sale of spare
parts allows to
acquire the final
customer’s
contacts.
No cont...
#B2B2016
Download the reports
www.casaleggio.it
Linkedin group
E-commerce in italy
FacebooK
facebook.com/Casaleggio.Associ...
#B2B2016
#B2B2016
The digital future of
business between companies
Models, best practices and solutions for b2b
companies
...
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The Digital Future of Business between Companies - Models, best practices and solutions for B2B companies

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The new report “THE DIGITAL FUTURE OF BUSINESS BETWEEN COMPANIES” by Casaleggio Associati describes and analyzes business models, best practices and solutions developed by B2B companies, both through e-commerce activities, online marketing strategies and all that has been developed thanks to digital services and devices.

The second edition of the conference “THE DIGITAL FUTURE OF BUSINESS BETWEEN COMPANIES”, will be held in Milan in November 2017.

The conference “The Digital Future of Business between Companies” is an important occasion for meeting, networking and update for e-commerce operators, and companies interested in learning about the opportunities offered by internet and digital services for their industry.

Published in: Business
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The Digital Future of Business between Companies - Models, best practices and solutions for B2B companies

  1. 1. #B2B2016 #B2B2016 THE DIGITAL FUTURE OF BUSINESS BETWEEN COMPANIES ModelS, best practiceS AND SOLUTIONS FOR B2B COMPANIES First Edition t
  2. 2. #B2B2016 industries Aerospace Automotive Chemicals Communication & Media Construction & Trade Education Energy & Utilities Engineering Financial Services Food & Drink Government & Public Sector Healthcare IT & Technology Manufacturing & Industrial Oil & Gas Paper, Print & Packaging Professional & Comm. Services Retail & Consumer Telecommunications Trasports & Logistics S 7 G a ! J : é Y i #
  3. 3. #B2B2016 THE DIGITAL FUTURE OF B2B Online Marketing Lead Generation Social Media Email Marketing Content Marketing  BRAND E-commerce B2B Marketplace B2B Role of agents Integration & digitalization Mobile B2B sales Company areas and digitalization Electronic invoice Dematerialisation of documents ORGANIZation Contact & loyalty relation
  4. 4. #B2B2016
  5. 5. #B2B2016 ONLINE brand promotion B2B FULLY DEVELOPED PARTIALLY DEVELOPED NOT DEVELOPED 36% 40% 24% ✔ ✖ A
  6. 6. #B2B2016 MARKETING B2B 119 € ACQUISITION COSTS 19% SEO 14% KEYWORD ADV 13,5% EVENTS & TRADESHOWS13% EMAIL 12% CATALOGUES & PRINTED MATERIALS 10% SPONSORSHIPS & AFFILIATIONS 7% SOCIAL MEDIA 3% DISPLAY ADV 2,5% DIGITAL CONTENT 2% PR 1% TV/RADIO/ PRESS OTHER 3% s ✉ B É 0 : h a W F
  7. 7. #B2B2016 LEAD GENERATION Display adv Digital content Catalogues PR Tv/Radio/Press Sponsorships & aff. SEO Social Media Keyword Adv Events & Tradeshows Email s 0 ✉ 55% 45% 42% 37% 35% 29% 27% 25% 15% 5% 5% É : B h a W
  8. 8. #B2B2016 EMAIL MARKETING Display adv Contenuti digitali Cataloghi PR Tv/Radio/Stampa Sponsorizzazioni & aff. SEO Social Media Keyword Adv Eventi & Fiere Email ✉ 55% 45% 35% 29% 27% 25% 55% EMAIL MARKETING IS EFFECTIVE TO GENERATE LEADS [ OF MARKETERS THINK EMAIL MARKETING IS FUNDAMENTAL FOR THEIR BUSINESS1 [ 73% §  MEDIUM-LONG TERM STraTEGY §  INFORMATIVE Call to action §  RELATED TO PURCHASE JOURNEY ✉ Email marketing content 1 Fonte: Salesforce, 2015
  9. 9. #B2B2016 SOCIAL MEDIA SATISFACTORY DIFFICULT UNSATISFACTORY 24% 59% 17% 8 8 ? Social media have low impact on sales or they are not relevant for our business We found the activities which increase sales and are relevant for our business Social media impact on sales is difficult to measure
  10. 10. #B2B2016 SOCIAL MEDIA effectiveness LinkedIn Facebook YouTube Twitter Instagram Pinterest Google + Flickr Foursquare Other F > • • very effective Fairly effective 42% 37% 37% 21% 16% 5% 0% 0% 0%0%t
  11. 11. #B2B2016 SOCIAL MEDIA: INVESTments Maintain same investment No investment Decrease investment Increase investment 37% " 43% ↑ 18% Ë 2%↓ F
  12. 12. #B2B2016 CONTENT MARKETING SOCIAL MEDIA CONTENT CONTENT MARKETING IS KEY TO TURN LEADS INTO SALES. WEBSITE CONTENT WEBINAR MICRO WEBSITES SOME EXAMPLES OF B2B MARKETNG CONTENT:a a 7 i ✔ @
  13. 13. #B2B2016
  14. 14. #B2B2016 SALES CHANNELS WEBSITE MOBILE SITE & APP MARKETpLACE SALES AGENTS WHOLESALE & DISTRIBUTORS DIRECT SALES E- PROCUREMENT 7 8 6 5 ! i X Y Ä
  15. 15. #B2B2016 E-commerce b2b 7 i SHOPPING EXPERIENCE EASY NAVIGATION CATALOGUE ORGANIZATION DETAILED PRODUCTS DESCRIPTIONS EFFECTIVE MANAGEMENT OF USER’S ACCOUNT FREQUENT UPDATES FEATURES OF THE BEST B2B e-commerce WEBSITES: ✔ ✔ ✔ ✔ ✔ ✔ ✔
  16. 16. #B2B2016 SALES ON marketplaceS ✔ ✖ 36% SELL ON marketplaceS 64% DON’T SELL ON MARKETPLACES Ä
  17. 17. #B2B2016 ONLINE SALES: FACTORS Product configuration Payment methods Support during shopping Design and usability Convenient price Product presentation 67% 46% 40% 31% 15% 17% $ p Ø 7 %
  18. 18. #B2B2016 Channel conflicts There is an actual conflict between channels Channel conflicts are present The conflict between channels is not relevant Channel conflicts are not relevant There is no conflict between sales channels 45% Channel conflicts Are not present 33% 22% 31% CHANNEL CONFLICTS HAVE BLOCKED OR SLOWED DOWN THE ACTIVATION OF E-COMMERCE [
  19. 19. #B2B2016 MOBILE b2b 65 LEAD GENERATION SUPPORT TO AGENTS SALE OF ADDITIONAL SERVICES AFTER PURCHASE ASSISTANCE OTHER 63% 53% 21% 18% 15%
  20. 20. #B2B2016 MOBILE b2b: INVESTMENTS MAINTAIN SAME INVESTMENT NO INVESTMENT INCREASE INVESTMENT 35% " 48% ↑ 17% Ë 5 6 DECREASE INVESTMENT 0%↓
  21. 21. #B2B2016
  22. 22. #B2B2016 CONTACT TOOLS Email & DeM 89% 41% PHONE ✉ ! 41% AGENTS 11% OTHER PROMO & DISCOUNTS 37% 11% MAIL 5% 5 0 ✉
  23. 23. #B2B2016
  24. 24. #B2B2016 ORGANIZATION: IMPACT OF DIGITAL 22% i 78% SALES ORDER MANAG. 10% ACCONTING 11% logisticS # 11% Customer Service 67% MARKETING 0 6% CATALOGUE MANAGEMENT g 0 &
  25. 25. #B2B2016
  26. 26. #B2B2016 B2B trendS E-commerce & self service B2B SALES WILL MOVE TO ONLINE CHANNELS AND TO SELF SERVICE MODELS b2B copiES FROM B2C B2B COPIES B2C BEST PRACTICES Marketing automation WILL ALLOW A BETTER CUSTOMER PROFILATION AND COMMUNICA- TION Geo- location SMARTPHONE LOCATION FOR BOTH SELLERS AND CLIENTS Content consistency CONTENT CONSISTENCY THROUGH DIFFERENT CHANNELS AND TOUCHPOINTS 7 i B2C s X Y 0 o 5 a
  27. 27. #B2B2016 DIGITAL EVOLUTION OF B2B OPPORTUNITIES DIGITAL EVOLUTION CRM Lead generation PROCESS EFFICIENCY DIGITAL TOOLS FOR AGENTS 5 6 EXPANSIONS TO NEW MARKETS Y Disintermedia- tion RELATION WITH FINAL CUSTOMER Automation of services New BUSINESS & innovation g RESERVED WEB AREAS7 ħ ONLINE SALES B2B i 7 V ONLINE BRAND DEVELOPMENT9 . j CONTENT & SOCIAL MARKETING ļ é Ĵ d
  28. 28. #B2B2016
  29. 29. #B2B2016 BUSINESS models Resale Product or service sold by the distribution chain SUPPORT COMPONENT Product or service given to companies to improve their work Product or service integrated in a product that is sold to the final customer modelfocusfuture Margin saleability expertise price Innovation price the producer must encourage the final customer to choose the product and get the control of the relation KEEP THE EXPERTISE AND Tie the relation WITH client companies NOT TO get CRUShed by THE CHAIN, for example by ENHANCING THE COMPONENT TO THE final CUSTOMER a X
  30. 30. #B2B2016 Mainly towards b2c customers. B2b only inside the distributors’ channel. Towards B2b only. Towards B2B. In some cases (ex. Goretex, intel) to final customers too. a X Resale model Support model Component model 0
  31. 31. #B2B2016 Focus on b2c Focus on b2b Focus on b2b a X Resale model Support model Component model a
  32. 32. #B2B2016 easily accessible distribution chain. Some operators provide the final customer lead service to the distributor. large number of companies to contact. identify people in the company that can make the purchase decision. CUSTOMERS search PROACTIVEly. ENSURE THAT THE BRAND AND PRODUCTS ARE EASY TO FIND. a X Resale model Support model Component model
  33. 33. #B2B2016 Systems to improve negotiations (ex. Esprinet) or support the sale of complex solutions Systems to present the product or services and integrate it into the final customer’s needs Systems for the optimal integration or the definition of the exact specifications for the client a X Resale model Support model Component model
  34. 34. #B2B2016 Automate buybacks to improve distributor’s margin. If you sell in multiple countries with different prices distributors could start selling online in other countries. Provide information about the product or service to turn leads into sales. Provide assistance and focus on the long term to maintain existing customers. The first sale is complex, but the following ones can be automated. online buyback improves margins or the possible discount. a X Resale model Support model Component model 7 i
  35. 35. #B2B2016 The online warranty extension or the sale of spare parts allows to acquire the final customer’s contacts. No contact No contact a X Resale model Support model Component model g
  36. 36. #B2B2016 Download the reports www.casaleggio.it Linkedin group E-commerce in italy FacebooK facebook.com/Casaleggio.Associati slideshare slideshare.net/casaleggioassociati twitter @casaleggio linkedin Linkedin.com/company/casaleggio-associati F t Consultancy for the definition of the online strategy strategia@casaleggio.it
  37. 37. #B2B2016 #B2B2016 The digital future of business between companies Models, best practices and solutions for b2b companies t www.casaleggio.it/en/b2b

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