The document outlines best practices for B2B e-commerce, emphasizing the importance of selecting the right platform and enhancing website value. It highlights the growing trend of businesses transitioning online, the need for effective email marketing, and the critical elements of a multi-channel strategy, including customer relationship management and data integration. Key insights include that a significant percentage of B2B buyers conduct online research and prefer a streamlined ordering process over traditional sales methods.

1. May 25th, 2017
BEST PRACTICES FOR TAKING YOUR B2B
COMPANY ONLINE

2. AGENDA
● Introductions
● Selecting the Right e-Commerce Platform
● Bringing out the Value of your Website
● Multi-Channel B2B e-Commerce
● Q & A

3. PRESENTERS

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. ORO REVOLUTIONIZES COMMERCE

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. ● 170+ employees
● 4 Countries
● 6 offices
● Backed by Highland Europe
ORO INC.

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. ● Self-serve Model
● Buyer-Seller Interaction
● B2B Marketplace
B2B E-COMMERCE USE CASES

10. Source Frost & Sullivan
GLOBAL B2B ONLINE GROSS SALES VOLUME (TRILLIONS)

11. HOW ARE B2B & B2C E-COMMERCE SIMILAR?

12. “94% of B2B Buyers research
online for purchase decisions.”
– The Acquity Group

13. “74% of B2B buy from a website
because it’s more convenient
than buying from a sales person.”
– Forrester

14. “Nearly half of all B2B
researchers are millennials.”
– Google

15. “42% of researchers use a mobile device
during the purchasing process.”
– Google

16. BRANDING

17. GREAT USER EXPERIENCE

18. HOW ARE B2B & B2C E-COMMERCE
DIFFERENT?
KEY B2B FEATURES & CAPABILITIES

19. SELLING TO COMPANIES, NOT TO INDIVIDUALS

20. IMPULSE BUYING VS. PROCESS BUYING

21. CORPORATE ACCOUNTS

22. FRONT-END OPTIMIZED FOR B2B BUYING EXPERIENCE

23. QUICK ORDER FORM

24. PERSONALIZED CATALOGS

25. MULTIPLE PRICE LISTS

26. WORKFLOWS

27. QUOTE-TO-ORDER-TO-PURCHASE WORKFLOWS

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. MOBILE EXPERIENCE FOR BUYERS & SELLERS

30. Thank You!
jary@oroinc.com
@jarycarter
IRCE Booth #1553

31. TRUE VALUE OF B2B WEBSITE

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. 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. 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. 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. Thank You!
Ryan@IndabaGroup.com
@IndabaRyan

37. MULTI-CHANNEL B2B E-COMMERCE

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

40. CONSUMERS LOVE EMAIL
● Marketing channel which consumers prefer to be contacted by age.
Source: DMA Consumer Acquisition Barometer 2015

41. MARKETERS LOVE EMAIL

42. EMAIL IS THE DIGITAL KEY

43. 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!

44. “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

45. IS THIS THE END OF THE COLD CALL?

46. 4 BUILDING BLOCKS TO MULTICHANNEL SUCCESS
● The Website:
○ Shop Window
○ Demo Area
○ HelpDesk
○ Point-of-Sale
CRM Database
E-commerce Platform
Email Marketing

47. 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

48. 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

49. “B2B companies who migrated their customers
online have seen a 44% increase in average
order value”
– Econsultancy

50. THE RIGHT AUTOMATION TACTICS

52. THINK BIG

53. START SMALL

54. PHASE 1

55. PHASE 2

56. PHASE 3

57. PHASE 4

58. SCALE QUICKLY

59. 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

60. WELCOME PROGRAM
Say thank you and introduce yourself

61. WELCOME PROGRAM
Say thank you and introduce yourself
Highlight features

62. WELCOME PROGRAM
Say thank you and introduce yourself
Highlight features
Reassurance through training and support

63. WELCOME PROGRAM
Say thank you and introduce yourself
Highlight features
Reassurance through training and support
Introduce related products and services

64. WELCOME PROGRAM
Say thank you and introduce yourself
Highlight features
Reassurance through training and support
Introduce related products and services
Convert!

65. 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

66. PRODUCT REPLENISHMENT
Replenishment is helpful to your customer

67. PRODUCT REPLENISHMENT
…is helpful to your customer
…shortens the time between purchases
…increases average order value
…deepens relationships

68. 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

69. 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

70. 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

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. 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

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. LAPSED CUSTOMER
First get them back…
…then give them something different.
Don’t treat them like a new welcome program

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. Post Sale
Say “Thank You”
Enhance the OOBE
Upsell and cross sell

77. 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

78. 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

79. 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

80. Let’s Talk More...
brandon.briggs@dotmailer.com
@briggsbrandon
IRCE Booth #653

81. Q & A

82. THANK YOU!