Search is the Tip of the Spear for Your B2B eCommerce Strategy

1. Search is the Tip of the Spear for Your B2B ECommerce Strategy

2. Introducing Your Speakers 2

3. B2B search is specific, technical and hard to get right. 3 #45678 - PX3145 G6875 - J6 “search” is hard to get right. vs

4. Back-end index complexity and search terms tied to inventory issues require sophisticated solutions. 4578-j6 #45678 - PX3145 G6875 - J6

5. • Painful to implement, operate, and maintain, especially for custom catalogs with complex pricing • Difficult to integrate across all your customer and employee touchpoints • Require lots of manual input with not a lot of drag-and-drop features for resource-constrained teams • Are so feature-light they don’t solve your specific use cases Your current solutions are...

6. 6 6 CASE STUDY Omnichannel search experience for both sellers and customers Immediate relevancy improvement with the application of Fusion signals Better UX demonstrated by increase in KPIs 40% DECREASE IN QUERIES WITH NO SEARCH RESULTS 10% INCREASE IN ATC 3% INCREASE IN CONVERSIONS

7. Introducing Joe Cicman 7

8. Search is the Tip of the Spear for Your B2B eCommerce Strategy Joe Cicman Senior Analyst

9. Understand how your customers connect – and be there

14. 14 © Forrester Research, Inc. All rights reserved. In 2021, US B2B eCommerce share reached 17% for motor vehicles and parts, growing at 15.5% CAGR Source: 2022 B2B E-Commerce Forecast, US 15.5% CAGR 12.1% CAGR 11.7% CAGR

16. 16 © Forrester Research, Inc. All rights reserved. Shift from selling “at” buyers to helping buyers get the information they need in the moment Rethink B2B digital experiences to meet the consumerized expectations of modern buyers 48% of global B2B demand and account-based marketers surveyed already use AI for personalization Source: Forrester’s State Of Demand And ABM Tactics Survey, 2021 This allows marketer and machine to predict and deliver the most relevant and valuable experiences, connected to and cohesive across tactics and interactions, to enable a buying group to move together through the purchasing journey.

17. 17 © Forrester Research, Inc. All rights reserved. Among the most popular approaches are personalization based on buyer need, industry, or persona …delivered through channels such as website content recommendations, automated conversations, and digital advertising use personalization in marketing Source: Forrester’s State Of Demand And ABM Tactics Survey, 2021 (of global B2B demand and account-based marketers surveyed) 63% 61% use personalization in sales activities

18. 18 © Forrester Research, Inc. All rights reserved. The building blocks for personalization strategy …connect audience, content, and delivery requirements to tactic deployment 1. Assess the audience 1. Doesn’t always need to be executed at the individual or known contact level and involve PII to have an impact 2. Use data to drive delivery 1. Dependent on the data available for each audience segment and interaction channel defined by the program play 3. Map and tag content 1. Unless content is mapped and tagged with metadata, personalization initiatives won’t make any recognizable impact on engagement and conversion goals — even with the best technology, creative, and data strategy

19. 19 © Forrester Research, Inc. All rights reserved. Modern B2B buyers expect to be treated as partners, not targets Open Connected Intuitive Immediate Want connected experiences and route choices Demand instantaneous access to information Expect sellers to utilize digital tools Want access to digital tools themselves

20. 20 © Forrester Research, Inc. All rights reserved. Enable buyers to control more of their purchase journeys "The best enterprise marketing today is embracing digital at scale to do what great salespeople have always done — personalize their engagement and offer a great experience” - VP of integrated global marketing campaigns at a technology company

22. 22 © Forrester Research, Inc. All rights reserved. Buyers spent twice as much through “face-to-face” selling as through eCommerce 18% 67% 15% Source: 2022 Forrester Buying Study of B2B sales of B2B sales of B2B sales • 9% direct • 6% indirect • Other 1% • 8% direct • 4% indirect • 7% marketplace • 56% direct • 11% indirect

24. 24 © Forrester Research, Inc. All rights reserved. B2B buyers focused on purchases that help them adapt to new working and market conditions Source: Forrester’s 2021 B2B Buying Study Reveals Seismic Shifts That Amplify Long-Term Trends In Buying Behavior

25. 25 © Forrester Research, Inc. All rights reserved. A more intense purchasing process demanded more content and interactions — both digital and personal — throughout the buyer’s journey Source: Forrester’s 2021 B2B Buying Study Reveals Seismic Shifts That Amplify Long-Term Trends In Buying Behavior

26. 26 © Forrester Research, Inc. All rights reserved. Long-term trends confirm the importance of buying groups and uncover details on how decision- making authority changes with purchase complexity Source: Forrester’s 2021 B2B Buying Study Reveals Seismic Shifts That Amplify Long-Term Trends In Buying Behavior

27. 27 © Forrester Research, Inc. All rights reserved. Winning providers must step up to provide more digital content and interactions along with access to vendor representatives beyond sales Source: Forrester’s 2021 B2B Buying Study Reveals Seismic Shifts That Amplify Long-Term Trends In Buying Behavior

28. 28 © Forrester Research, Inc. All rights reserved. Monitor the impact of content on buyer engagement Shift content strategies from promoting what they do to providing information that informs, educates, entertains, or delivers utility in the customer’s eyes 1. Capture content usage data 2. Incorporate feedback data 3. Measure your KPIs in real-time 4. Assess content performance in channels 5. Regularly measure, correlate, and report on how your content affects the sales process

29. 29 © Forrester Research, Inc. All rights reserved. Marketers must meet buyers where they are in the buying process Rather than attempt to control the buying journey Source: How To Put B2B Personalization In Context

30. Using new digital capabilities, it’s 10X cheaper and faster to engage customers, and operate your business… even among uncertainty

31. 31 © Forrester Research, Inc. All rights reserved. Your technology roadmap fulfills strategy with priorities set by business impact Implement great digital strategy with a flexible technology approach

33. Forget About Buy Versus Build; Your New Choice Is Customize Or Compose

34. 34 © Forrester Research, Inc. All rights reserved. Customize Customize approaches assume tech leaders start with a modern packaged solution and then add configurations, extensions, and customizations to obtain the required solution

35. 35 © Forrester Research, Inc. All rights reserved. Compose Compose approaches assume tech leaders start first with a software development platform and then add cloud services (APIs), and/or prepackaged visual components to obtain the required solution

38. Fireside Chat with Joe Cicman 38

39. Questions? 39

40. THANK YOU THANK YOU 40

Search is the Tip of the Spear for Your B2B eCommerce Strategy

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