The document discusses the three pillars of customer adoption - awareness, access, and authorization. It focuses on the importance of customer access for marketplace success. Easy registration, multiple access channels like desktop, mobile, and e-procurement are key. Integrating e-procurement punchout allows buyers to view products and pricing within their procurement systems. The presentation provides examples of a punchout integration partner and recommends including relevant product data and features to support B2B customers. Enabling various access channels and B2B-specific functionality improves the customer experience and drives greater sales.

1. Session 2: Access
February 18, 2021
The Three
‘s
of Customer Adoption

2. Olivier
Courtecuisse
Manager, Business
Consulting
Your Team Today
Kevin
Kazenmayer
Head of Customer
Acquisition in
Customer Success
Brady
Behrman
CEO, Co-Founder
PunchOut2Go

3. ©2021 Mirakl
Agenda
• Review the “3 As of Customer Adoption”?
• Why is “Customer Access” important for the success and
growth of your marketplace?
• How do you support “Customer Access”?

4. ©2021 Mirakl
Agenda
• Review the “3 A’s of Customer Adoption”?
• Why is “Customer Access” important for the success and
growth of your marketplace?
• How do you support “Customer Access”?

5. ©2021 Mirakl
Review: The 3 pillars to foster adoption
• B2B buyer understanding
• Sales team alignment
• Targeted marketing and promotion
• Easy customer registration
• Site access
• E-procurement channel integration
• B2B-specific functionalities
• Compliance with buyer procurement needs
• Right platform model and invoicing capabilities
The Three
‘s
of Customer Adoption
wareness
ccess
uthorization

6. ©2021 Mirakl
Agenda
• Review the “3 As of Customer Adoption”?
• Why is “Customer Access” important for the success and
growth of your marketplace?
• How do you support “Customer Access”?

7. ©2021 Mirakl
89% of purchasing managers
are spending the same
amount, or more, on B2B
marketplaces as a result of
COVID-19
73% of Millennials
are now involved in
B2B purchasing
decisions. -Forrester
44% of millennials prefer
no sales rep interaction in a
B2B purchase setting. -
Gartner
61% of all B2B
transactions now start
online. -Accenture
80% of B2B buyers are
using mobile at work,
and more than 60%
report that mobile has
played a significant role
in a recent purchase.
Buyers Access behaviors are shifting to Online, Mobile and eProcurement

8. ©2021 Mirakl
Top Order Access Channels
B2B Buyer’s Preferred Sales Channel
eCommerce Storefront
46%
Sales Representatives
41%
Physical Locations
32%
eProcurement Catalogs EDI/cXML
27%
Online Marketplace
26%
80% of B2B sales
interactions between
suppliers and buyers will
occur in digital channels -
Gartner
69% of B2B Buyers want
omnichannel and
multichannel services
*Sana Commerce

9. ©2021 Mirakl
Agenda
• Review the “3 As of Customer Adoption”?
• Why is “Customer Access” important for the success and
growth of your marketplace?
• How do you support “Customer Access”?
- Site access across all channels
- E-procurement channel integration
- B2B-specific functionalities

10. ©2021 Mirakl
Revisiting Buyer Personas & Ordering Channels
Define procurement
strategy
Negotiate agreements
& onboard vendors
Procurement of essential
products/services
Manage maintenance
contracts
Order products
based on needs &
specifications of
technical team
Order urgent spare
parts & services or relay
request to tactical buyer
Procurement
Officer
Operations
Manager
Tactical Buyer Field Buyer
Each Persona may need to access your Marketplace via different channels
Desktop
Mobile
eProcurement Punchout
Some may still be rooted in traditional offline methods
Phone
Email
Catalog
Best practice
Be flexible in offering
your Marketplace via as
many channels as
possible
Desktop
Mobile/App
eProcurement
Punchout

11. ©2021 Mirakl
Agenda
• What are the “3 As of Customer Adoption”?
• Why is “Customer Awareness” crucial for the success of your
marketplace?
• How do you enable “Customer Access”?
- Site/Product access
- E-procurement channel integration
- B2B-specific functionalities
v

12. ©2021 Mirakl
Fastest growing ordering channel in B2B is eProcurement
*B2B Commerce World
B2B Customers are automating procurement
to speed up the procure-to-pay cycle
Operators are expected to be able to support
Spend Management, eProcurement & ERP
system integration

13. ©2021 Mirakl
Introducing PunchOut2Go...

14. ©2021 Mirakl
Understanding eProcurement
eProcurement is a key
component of B2B eCommerce
eProcurement improves both
customer/supplier relationships and
strengthens business processes

15. ©2021 Mirakl
A B2B web-based catalog that allows suppliers to directly connect to their buyers’ e-procurement system
in order to display the correct product offering and contracted pricing.
.
Buyer logs into
internal procurement
application
Selects Operator’s
logo and “punches
out” to Operator’s
eCommerce
Marketplace
Shops, add 3P items
to cart, transfer cart
back to procurement
system
Purchase Order
Requisition is
created and sent to
procurement system
for approval
Buyer is
authenticated into to
view product offering
and pricing
1 2 3 4 5
Integrating your Marketplace Catalogue into The PunchOut Process
Access starts with Punchout

16. ©2021 Mirakl
Making it easy to connect and do business with your Customers
End to End B2B Automation
PunchOut2Go Gateway
Punchout2Go Commerce Connections

17. ©2021 Mirakl
Marketplace
Platform
Suppliers
Products & Offers
Punchout2Go solutions for Mirakl Operators
Customer
Procurement Systems
Operator’s
Commerce Systems

18. ©2021 Mirakl
The Benefits of Punchout
Investing in doing business through eProcurement =
WIN for your Customer AND your Business
Your Customers Your Business
❖ Enhance shopping experience
❖ Streamline order process
❖ Reduce cycle times
❖ Lower procurement costs
❖ Increase order accuracy
❖ Expand sales reach
❖ Product and pricing availability
❖ Customer “stickiness”
❖ Increase customer satisfaction

19. ©2021 Mirakl
Punchout equipped B2B Order Channel
Best practice on enabling punchout
Leverage a partner over building
integration from scratch - Successful POC
with PunchOut2Go
Include 1P & 3P items in your punchout
catalog
Include UNSPSC/Commodity Code in
Product data
Enabling your Marketplace for punchout and
accepting Purchase Orders electronically is key
to maintain effective Customer relationships
Automating the process reduces time and
resources

20. ©2021 Mirakl
Agenda
• What are the “3 As of Customer Adoption”?
• Why is “Customer Awareness” crucial for the success of your
marketplace?
• How do you enable “Customer Access”?
- Site/Product access
- E-procurement channel integration
- B2B-specific functionality
v

21. ©2021 Mirakl
Key features relevant to the B2B buyer
Best practice on B2B Functionality
Benchmark against top B2B eCommerce offerings
across all industries and identify gaps for backlog
Know your B2B Buyers/Personas and prioritize the
must-have B2B functionality based on their needs
Provide a Personalized, more relevant B2B
experience
There are many B2B features that allow for a
seamless shopping experience
Gartner has predicted that B2B companies
with e-commerce personalization will
outsell by 30%, competitors that are not
providing a personalized experience.

22. ©2021 Mirakl
Recap on the ”3 As of Customer Adoption” – Upcoming Masterclasses
• 3 February | 4pm CET / 10am EST
• 18 February | 4pm CET / 10am EST
• 11 March | 4pm CET / 10am EST
The Three
‘s
of Customer Adoption
wareness
ccess
uthorization

23. Thank you