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Do's and Dont's when Partnering with eCommerce Platforms

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SaaS Connect 2018 (San Francisco, CA).

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VIDEO: https://youtu.be/X-SBzIrzWck

Do's and Dont's when Partnering with eCommerce Platforms
by Jan Soerensen, General Manager US, Nosto

Published in: Marketing
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Do's and Dont's when Partnering with eCommerce Platforms

  1. 1. Dos and don'ts of partnering with ecommerce platforms Jan Soerensen General Manager US
  2. 2. Agenda 01/ Intro 02/ Strategic Thoughts 03/ Marketing & Ground Level
  3. 3. Agenda 01/ Intro 02/ Strategic Thoughts 03/ Marketing & Ground Level
  4. 4. What is Nosto? Nosto is a personalization platform for online retailers. Our Ecommerce Intelligence Engine uses advanced machine learning algorithms to predict and automatically deliver customers the most relevant shopping experiences in real-time wherever they are to increase customer engagement and maximize revenue potential for the retailer.
  5. 5. 2011 2012 2013 2014 2015 2016 2017 Onsite Product Recommendations Triggered 
 Emails Onsite Pop-Ups & Facebook Ads 2 Patents Granted &
 Email Widgets Instagram Ads A little bit about us… 2018 Founded in Helsinki Customer Segmentation & Content Personalization 2500+ merchants 100+ employees 7 offices 100+ countries Stockholm Berlin Paris London New York Los Angeles Helsinki Platform Integrations
  6. 6. Trusted by leading retail brands worldwide IN PARTNERSHIP WITH:
  7. 7. The Age of Personalization
  8. 8. Recommend shoppers the most relevant products in real-time based on their unique user behavior. Ecommerce Intelligence Engine Offer discounts and capture emails with timely, targeted pop-ups. ONSITE PRODUCT RECOMMENDATIONS ONSITE POP-UPS Personalize your existing emails with Email Widgets. Reconnect with your customers through Nosto’s Triggered emails. PERSONALIZED
 EMAILS The fastest, easiest way to deliver personalized advertising to a marketplace of over 1.4 billion people. FACEBOOK & INSTAGRAM ADS The Nosto Product Offering
  9. 9. WHITE T-SHIRT • Size Large L PINK T-SHIRT • Size Small $$$ S $$$ PINK NOSTO T-SHIRT • Size S S PRODUCT GRAPH • Cold start SHOPPER PROFILES • Segmentation • Replenishable REVENUE OPTIMIZATION • Margin optimization UGC, SOCIAL, INTEGRATIONS & APIS • Offline store-data collection MERCHANDIZING RULES How Nosto Works: 
 Nosto's Ecommerce Intelligence Engine
  10. 10. Seamless integration across the entire ecommerce technology stack ECOMMERCE PLATFORMS ANALYTICS PRODUCT INFORMATION MANAGEMENT USER-GENERATED CONTENT SEARCH PAYMENT SERVICE PROVIDERS EMAIL SERVICE PROVIDERSADVERTISING
  11. 11. Agenda 01/ Intro 02/ Strategic Thoughts 03/ Marketing & Ground Level
  12. 12. Strategic Thoughts / 01 Platforms like Magento, Shopify or Bigcommerce approach ecommerce at very abstract levels. They look to position themselves in ‘Seamless UX’, ‘Powerful Social’, ‘AI Leadership’ Treat Platforms as an ecosystem not just a platform: this consists of customers, SIs, other tech providers, developer community and the platform (use builtwith) Platform agnostic approach is ending, because platforms are asking for dedicated products from vendors to have a unique ecosystem value proposition Platform focus AI Leadership Personalisation Nosto focus
  13. 13. Strategic Thoughts / 02 Be prepared for the long haul and manage expectations. Plan on doing everything yourself/ It’s a 2-3 year commitment once you get started. No immediate ROI Platforms won’t commit to marginal revenue increases but they can commit to marketing action that leads you to that result App stores are usually business units with their own revenue targets. They have no choice but to choose fast scaling vendors as partners Business case for joining paid partnerships should also include gaining access to larger clients and increased MRR Platform focus AI Leadership Personalisation Nosto focus
  14. 14. Agenda 01/ Intro 02/ Strategic Thoughts 03/ Marketing & Ground Level
  15. 15. Marketing & Ops / 01 Make it super easy for Platforms to just jump in and frame the whole project/idea as how it will deliver benefits to them. Offer best of breed, combined marketing because it makes their lives easier since they can cover multiple vendors in one go Understand the org structure: who is making decisions that affect your business at each stage. Build and manage those relationships separately Market yourself internally at the platform (webinars, calls, lunch&learns, send them goodies to stay top of mind, and send internal newsletters)
 

  16. 16. Marketing & Ops / 02 Tackle marketing and sales separately within Magento org. Marketing can drive awareness and front of funnel. Sales & CSG can provide direct intros/referrals.   Get the badge and then leverage the hell out of it as ultimately that's your point of leverage. Alone it provides nothing tho, but used in sales, marketing and partner channels it can be very valuable Market yourself internally at Magento (Aspire calls, lunch&learns, send them goodies to stay top of mind, and send internal newsletters 
 

  17. 17. Let’s stay in contact Jan Soerensen jan@nosto.com

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