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B2B inspirations for
e-commerce
2
Information Identity Sales Relations
Before Now Future
Finance
FMCG
eCommerce
B2B
B2B can learn from other on-line industries
Typical B2C eCommerce is focused on ROI, it can be
simply transfered to B2B
Concept: Let’s make B2B eCommerce according to best practices in B2C eCommerce
3http://openmarketing.com/blog/articles/three-strategies-to-improve-campaign-roi/
How to increase ROI?
• R - retency
• F - frequency
• M- monetary value
Lower cost of
acquisition
Cross Sell
Up Sell
Retention
Time
Profit
(almost) client
• Challenges for the B2B client
– Long decision process
– Many people involved in the decision
• Give value for users, who are not ready to buy
• Build relationship first, sell later
4
Collect data about the customer
5
http://unbounce.com/content-marketing/10-content-
marketing-growth-hacks/
• Newsletter as a huge
part of B2B sales
strategy
• Give a gift for signing up
6
http://szkoleniausability.pl
ACTION:
• Create Webcasts
• Ask visitors for the e-mail
• Send course in 6 parts
• Bring them back to your
website
OUR RESULT:
• Over 6000 e-mails without
marketing budget
eMail Capture
• 70% bounced users will never
return
• Case Willsoor: database
increase of 34% in less than
1,5 month
– Increase of revenue from
welcome message reached
14,07% of total shop revenue
– Order size from welcome
message was 17,51% higher
than average order size
– Conversion from welcome
message was 255% higher than
shop average
7
http://divante.co
http://optinmonster.com
Lead generation from bounce rate
8
http://blog.kissmetrics.com/double-your-leads-instantly/
• Choose the website with high bounce rate
• Convert users into leads – give them content
Content marketing
• Valuable content
– New users
– Visibility in browsers
– Lead generation
• Methods used in
usability optimalization
(A/B tests ) for content
creation
9
Test your header with A/B tests. Inspiration:
http://www.slideshare.net/Upworthy/the-
sweet-science-of-virality
Impact of content marketing
for ranking in Google
10
Average length of the blog
post in Top10 equals min.
2 000 words.
http://www.quicksprout.com/2012/12/20/the-science-behind-long-copy-how-
more-content-increases-rankings-and-conversions/
Consulting– we achieved 40% conversion rate with
„physiotherapy consultation” in ortopedio.pl
Designing of B2B platform
• Except of marketing for B2B you should also think
carefully about the system requirements and needs
• B2B platform has quite often many returning clients
– You should care about them, they are most valuable part of the
business
– Give them reason to stay with you or share your message
– Make them feel good on your platform, when they buy your
products
12
Learning curve as an inspiration
Za: Usability Engineering, JAKOB NIELSEN
New user– quick
adaptation
Advanced users–
function speeding
daily work like
keyboard shortcuts.
13
From: About Face 3. The Essentials of Interaction Design
Alan Cooper, Robert Reimann, and Dave Cronin
User Experience and needs
14
Take care of returning customers
• User uses the platform–
let’s focus on education
and his satisfaction
– Functionality
– Shortcuts
– Less number of clicks to
achieve the goal
Quick switch between tabs
Use
15
Design inspirations
GE Salesforce
Progressive
• Big picture, key message
• Lead generation
• Responsive Web Design
• Simple, plain language
16
Experience in B2B –
examples from Divante
Unizeto
• The biggest supplier of
electronic signature in Poland
• Sales in Eastern Europe
• Virtual goods, services
• Integration with 3rd party
systems (ERP, CRM,…)
• PrestaShop implemented in
2009
• Migration to Magento in 2014
https://unizeto.eu/
18
19
GRENE
• Interactive newspaper
• Mobile channel
• eMail Marketing
20
What surprised us positively in the
process of project implementation was
rapid deployment mechanism, without
involving our resources. The advantage is
also the speed of solution, which is
important when using online newsletters
tablets and smartphones.- Jarosław
Łuczak, Marketing and E-commerce
Grene Sp. z o.o.
http://www.grene.pl/
• Complex e-Commerce B2C i B2B
implementation
• Integration with CRM, ERP, PIM
• Outsourcing of the team
http://www.bankkabli.pl/ and http://www.tim.pl/
„I am very happy with results of this
implementation. I see that number of retailers
being visible online is growing and we want to
be here a part of this trend as well. We believe,
that such platform will increase our sales „–
Krzysztof Folta, CEO ,TIM SA.
TIM SA – one of the biggest B2B in Poland
22
• Design of B2B sales system
• Design of B2C sales system
• Maintenance for current project
http://renowa24.pl/
Before we created the online strategy for AB
Bechcicki we were aware of a lot of projects in
our industry and related industries. Thanks to
the experience of Divante we have done
extensive research on the Polish and European
market. We founded a lot of interesting features
and chosed the ones that will be most effective
for us in terms of revenue. Marcin Mika, Board
Member - eCommerce AB Bechcicki.
AB Bechcicki
23
• Project – Migration from offline to online
• Cross selling increase
• Customer research
• Product services
TelForce One
Lower user acquisition cost
Cross Sell
Up Sell
Retention
Time
Revenue
www.telforceone.pl
24
• Internet Branding
• Project and Implementation
eSystem
25
ENERGA SA
• Loyalty Programm
• Service Design
• Business Model Canvas
• Product design
• System design
26
http://grupa.energa.pl/
ING Bank Śląski
• Loyalty programm
• Service Design
• Business Model Canvas
• Product design
• System design
• Implementation
• Security audit
• Hosting
• Maintenance
27
www.Bankujesz-zyskujesz.pl
Raiffeisen Bank
• Longterm cooperation
• Research and optimalization of B2B
system
• Designing new communication
channels
28
A/B test for landing pages
Interesting results:
• The best converting pictures are people and items in front
• Decreasing the number of fields in formular doesn’tinfluence
conversion
HAND
29
Thanks to cooperation with Divante we
have a much larger share of the sales from
the online channel.-Krzysztof Handke –
Development Manager,Sales Office HAND
• Average conversion (sales) from leads
was 30%.
• In the best month conversion reached
70%.
30
Inspeo – modern HR company focused on B2B
Marketing activities tested:
• Facebook Ads;
• Banners in Goldenline.pl;
• Contex Ads in LinkedIn Ads;
• Graphical and text Ads in Google Partner Network
• Remarketing Google AdWords.
Results :
• Most effective activities: Google AdWords and LinekdIn Ads;
• Key message + bonus are more important than design
• Static creation have higher conversion than dynamic ones
INSPEO
31
32
• Time on the website increased 37%
• 35 contact leads in 3 months (most of
them became clients or free trial
users)
Divante provides excellent accounting and a lot
of experimenting with effective methods of
reaching the customer and conversion
optimization. We didn’t expect, that even
banners can attract large customers if they are
well matched to the target group.
- Paweł Montwiłł, Sales and Marketing
Director in Inspeo.
INSPEO
Experience in B2B projects
• Raiffeisen Bank
• ATM SA
• EKO Holding
• AB SA
• TelForce One
33
• PW Moda
• IC Partners
• Navo
• Logintrans
• Benefit Systems
Kontakt
Damian Winkowski
dwinkowski@divanteltd.com
Divante Sp. z o.o.,
ul. Kościuszki 14, 50-038 Wrocław, tel. +48 71 342 24 06, e-mail: divante@divante.pl
+ 48 530 909 480

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B2B e-commerce inspirations and implementations on Magento by Divante

  • 2. 2 Information Identity Sales Relations Before Now Future Finance FMCG eCommerce B2B B2B can learn from other on-line industries
  • 3. Typical B2C eCommerce is focused on ROI, it can be simply transfered to B2B Concept: Let’s make B2B eCommerce according to best practices in B2C eCommerce 3http://openmarketing.com/blog/articles/three-strategies-to-improve-campaign-roi/ How to increase ROI? • R - retency • F - frequency • M- monetary value Lower cost of acquisition Cross Sell Up Sell Retention Time Profit
  • 4. (almost) client • Challenges for the B2B client – Long decision process – Many people involved in the decision • Give value for users, who are not ready to buy • Build relationship first, sell later 4
  • 5. Collect data about the customer 5 http://unbounce.com/content-marketing/10-content- marketing-growth-hacks/ • Newsletter as a huge part of B2B sales strategy • Give a gift for signing up
  • 6. 6 http://szkoleniausability.pl ACTION: • Create Webcasts • Ask visitors for the e-mail • Send course in 6 parts • Bring them back to your website OUR RESULT: • Over 6000 e-mails without marketing budget
  • 7. eMail Capture • 70% bounced users will never return • Case Willsoor: database increase of 34% in less than 1,5 month – Increase of revenue from welcome message reached 14,07% of total shop revenue – Order size from welcome message was 17,51% higher than average order size – Conversion from welcome message was 255% higher than shop average 7 http://divante.co http://optinmonster.com
  • 8. Lead generation from bounce rate 8 http://blog.kissmetrics.com/double-your-leads-instantly/ • Choose the website with high bounce rate • Convert users into leads – give them content
  • 9. Content marketing • Valuable content – New users – Visibility in browsers – Lead generation • Methods used in usability optimalization (A/B tests ) for content creation 9 Test your header with A/B tests. Inspiration: http://www.slideshare.net/Upworthy/the- sweet-science-of-virality
  • 10. Impact of content marketing for ranking in Google 10 Average length of the blog post in Top10 equals min. 2 000 words. http://www.quicksprout.com/2012/12/20/the-science-behind-long-copy-how- more-content-increases-rankings-and-conversions/
  • 11. Consulting– we achieved 40% conversion rate with „physiotherapy consultation” in ortopedio.pl
  • 12. Designing of B2B platform • Except of marketing for B2B you should also think carefully about the system requirements and needs • B2B platform has quite often many returning clients – You should care about them, they are most valuable part of the business – Give them reason to stay with you or share your message – Make them feel good on your platform, when they buy your products 12
  • 13. Learning curve as an inspiration Za: Usability Engineering, JAKOB NIELSEN New user– quick adaptation Advanced users– function speeding daily work like keyboard shortcuts. 13
  • 14. From: About Face 3. The Essentials of Interaction Design Alan Cooper, Robert Reimann, and Dave Cronin User Experience and needs 14
  • 15. Take care of returning customers • User uses the platform– let’s focus on education and his satisfaction – Functionality – Shortcuts – Less number of clicks to achieve the goal Quick switch between tabs Use 15
  • 16. Design inspirations GE Salesforce Progressive • Big picture, key message • Lead generation • Responsive Web Design • Simple, plain language 16
  • 17. Experience in B2B – examples from Divante
  • 18. Unizeto • The biggest supplier of electronic signature in Poland • Sales in Eastern Europe • Virtual goods, services • Integration with 3rd party systems (ERP, CRM,…) • PrestaShop implemented in 2009 • Migration to Magento in 2014 https://unizeto.eu/ 18
  • 19. 19
  • 20. GRENE • Interactive newspaper • Mobile channel • eMail Marketing 20 What surprised us positively in the process of project implementation was rapid deployment mechanism, without involving our resources. The advantage is also the speed of solution, which is important when using online newsletters tablets and smartphones.- Jarosław Łuczak, Marketing and E-commerce Grene Sp. z o.o. http://www.grene.pl/
  • 21.
  • 22. • Complex e-Commerce B2C i B2B implementation • Integration with CRM, ERP, PIM • Outsourcing of the team http://www.bankkabli.pl/ and http://www.tim.pl/ „I am very happy with results of this implementation. I see that number of retailers being visible online is growing and we want to be here a part of this trend as well. We believe, that such platform will increase our sales „– Krzysztof Folta, CEO ,TIM SA. TIM SA – one of the biggest B2B in Poland 22
  • 23. • Design of B2B sales system • Design of B2C sales system • Maintenance for current project http://renowa24.pl/ Before we created the online strategy for AB Bechcicki we were aware of a lot of projects in our industry and related industries. Thanks to the experience of Divante we have done extensive research on the Polish and European market. We founded a lot of interesting features and chosed the ones that will be most effective for us in terms of revenue. Marcin Mika, Board Member - eCommerce AB Bechcicki. AB Bechcicki 23
  • 24. • Project – Migration from offline to online • Cross selling increase • Customer research • Product services TelForce One Lower user acquisition cost Cross Sell Up Sell Retention Time Revenue www.telforceone.pl 24
  • 25. • Internet Branding • Project and Implementation eSystem 25
  • 26. ENERGA SA • Loyalty Programm • Service Design • Business Model Canvas • Product design • System design 26 http://grupa.energa.pl/
  • 27. ING Bank Śląski • Loyalty programm • Service Design • Business Model Canvas • Product design • System design • Implementation • Security audit • Hosting • Maintenance 27 www.Bankujesz-zyskujesz.pl
  • 28. Raiffeisen Bank • Longterm cooperation • Research and optimalization of B2B system • Designing new communication channels 28
  • 29. A/B test for landing pages Interesting results: • The best converting pictures are people and items in front • Decreasing the number of fields in formular doesn’tinfluence conversion HAND 29
  • 30. Thanks to cooperation with Divante we have a much larger share of the sales from the online channel.-Krzysztof Handke – Development Manager,Sales Office HAND • Average conversion (sales) from leads was 30%. • In the best month conversion reached 70%. 30
  • 31. Inspeo – modern HR company focused on B2B Marketing activities tested: • Facebook Ads; • Banners in Goldenline.pl; • Contex Ads in LinkedIn Ads; • Graphical and text Ads in Google Partner Network • Remarketing Google AdWords. Results : • Most effective activities: Google AdWords and LinekdIn Ads; • Key message + bonus are more important than design • Static creation have higher conversion than dynamic ones INSPEO 31
  • 32. 32 • Time on the website increased 37% • 35 contact leads in 3 months (most of them became clients or free trial users) Divante provides excellent accounting and a lot of experimenting with effective methods of reaching the customer and conversion optimization. We didn’t expect, that even banners can attract large customers if they are well matched to the target group. - Paweł Montwiłł, Sales and Marketing Director in Inspeo. INSPEO
  • 33. Experience in B2B projects • Raiffeisen Bank • ATM SA • EKO Holding • AB SA • TelForce One 33 • PW Moda • IC Partners • Navo • Logintrans • Benefit Systems
  • 34. Kontakt Damian Winkowski dwinkowski@divanteltd.com Divante Sp. z o.o., ul. Kościuszki 14, 50-038 Wrocław, tel. +48 71 342 24 06, e-mail: divante@divante.pl + 48 530 909 480