IBM recently hosted an open round table in London to discuss the temperament and disruptors in UK B2B Commerce with a number of key industry influencers and subject matter experts.
We explored the challenges faced, but equally the opportunities
and notable success stories.
Our discussion centred on what the #1 Digital Challenge Facing B2B is today, and what opportunities this may present to the new digital seller.
We also explored the importance of the user experience and the supporting infrastructure, as well as managing organisational and cultural change in the implementation of a new digital B2B strategy.
It comes as no surprise that the dialogue of the session very quickly expanded into the role of multi–Channel campaigns, technology, people, culture, and business change.
These facets where explored in great detail and we have summarised the highlights and key insights in this report.
Beyond B2B Consumerization: How Instant Commerce™ in B2B Changes the Future o...SAP Ariba
So what’s the next big thing in B2B e-commerce? Participate in this session to learn how B2B e-commerce is going beyond consumerization to instant commerce. We will examine: what factors will lead to B2B sector consolidation; who benefits when demand chains meet supply chains; what is driving the new Era of Instant Commerce™; and which new business models will profit from this new era.
Omnichannel IS:
A commitment to delivering a seamless, compelling and personalized shopper experience, regardless of where or how your customer is engaged with you
IBM Private Digital Commerce (former Online Commerce): conductins business on...Farid Djaouani
About twenty years ago, IBM embarked upon a transformation process that would ultimately reenergize our brand and our business. That transformation began when the company made the critical decision to refocus the entire organization – every function, every product, every investment -- around a single design point: our clients.
This is my presentation from April 15, 2015 to the Marketo Marketing Nation Summit.
The topic covers the six drivers of eCommerce for B2B, the use cases (with examples) of B2B eCommerce, and some of the applications of marketing automation in an eCommerce application
Beyond B2B Consumerization: How Instant Commerce™ in B2B Changes the Future o...SAP Ariba
So what’s the next big thing in B2B e-commerce? Participate in this session to learn how B2B e-commerce is going beyond consumerization to instant commerce. We will examine: what factors will lead to B2B sector consolidation; who benefits when demand chains meet supply chains; what is driving the new Era of Instant Commerce™; and which new business models will profit from this new era.
Omnichannel IS:
A commitment to delivering a seamless, compelling and personalized shopper experience, regardless of where or how your customer is engaged with you
IBM Private Digital Commerce (former Online Commerce): conductins business on...Farid Djaouani
About twenty years ago, IBM embarked upon a transformation process that would ultimately reenergize our brand and our business. That transformation began when the company made the critical decision to refocus the entire organization – every function, every product, every investment -- around a single design point: our clients.
This is my presentation from April 15, 2015 to the Marketo Marketing Nation Summit.
The topic covers the six drivers of eCommerce for B2B, the use cases (with examples) of B2B eCommerce, and some of the applications of marketing automation in an eCommerce application
RSR ebook: Retail ecommerce in context: the next iterationLeigh Doyle
After years of steady ecommerce growth, there has been an unprecedented acceleration of the shift from physical stores to online shopping. Retailers are facing the limitations of their aging technology stack in allowing them to offer buy online pick up in store (BOPIS), social commerce, adding new payment methods, launching subscription programs and more. This study aims to understand how well retailers have been able to pivot to a digital-first world, the challenges they face, the opportunities nascent in the marketplace, and how their technology portfolios are able to support these shifts profitably.
Ecommerce Business And Financial Model PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - Ecommerce Business And Financial Model Powerpoint Presentation Slides. This PPT deck displays fourty slides with in depth research. Our topic oriented Ecommerce Business And Financial Model Powerpoint Presentation Slides presentation deck is a helpful tool to plan, prepare, document and analyse the topic with a clear approach. We provide a ready to use deck with all sorts of relevant topics subtopics templates, charts and graphs, overviews, analysis templates. Outline all the important aspects without any hassle. It showcases of all kind of editable templates infographs for an inclusive and comprehensive Ecommerce Business And Financial Model Powerpoint Presentation Slides presentation. Professionals, managers, individual and team involved in any company organization from any field can use them as per requirement.
Learning about models of E-Business is made easy through this presentation. It contains the comprehensive information about models of E-Business. It helps the students to learn the concepts quickly with the help of examples. The models are presented with crisp explanation.
Class Activity done with data accumulation from various internet websites and database sources for better understanding of e-commerce models functioning at present and their uses in Indian scenario.
The CFO Survey is firmly established with media and policy makers as an authoritative barometer of UK corporates’ sentiment and strategies. It is the only survey of major UK corporate users of capital that gauges attitudes to valuations, risk and financing.
To read the full report, visit www.deloitte.co.uk/cfosurvey
RSR ebook: Retail ecommerce in context: the next iterationLeigh Doyle
After years of steady ecommerce growth, there has been an unprecedented acceleration of the shift from physical stores to online shopping. Retailers are facing the limitations of their aging technology stack in allowing them to offer buy online pick up in store (BOPIS), social commerce, adding new payment methods, launching subscription programs and more. This study aims to understand how well retailers have been able to pivot to a digital-first world, the challenges they face, the opportunities nascent in the marketplace, and how their technology portfolios are able to support these shifts profitably.
Ecommerce Business And Financial Model PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - Ecommerce Business And Financial Model Powerpoint Presentation Slides. This PPT deck displays fourty slides with in depth research. Our topic oriented Ecommerce Business And Financial Model Powerpoint Presentation Slides presentation deck is a helpful tool to plan, prepare, document and analyse the topic with a clear approach. We provide a ready to use deck with all sorts of relevant topics subtopics templates, charts and graphs, overviews, analysis templates. Outline all the important aspects without any hassle. It showcases of all kind of editable templates infographs for an inclusive and comprehensive Ecommerce Business And Financial Model Powerpoint Presentation Slides presentation. Professionals, managers, individual and team involved in any company organization from any field can use them as per requirement.
Learning about models of E-Business is made easy through this presentation. It contains the comprehensive information about models of E-Business. It helps the students to learn the concepts quickly with the help of examples. The models are presented with crisp explanation.
Class Activity done with data accumulation from various internet websites and database sources for better understanding of e-commerce models functioning at present and their uses in Indian scenario.
The CFO Survey is firmly established with media and policy makers as an authoritative barometer of UK corporates’ sentiment and strategies. It is the only survey of major UK corporate users of capital that gauges attitudes to valuations, risk and financing.
To read the full report, visit www.deloitte.co.uk/cfosurvey
Surviving the new retail reality | Ard van Leeuwen | KegaMooreStephensBE
Op 8 oktober 2015 organiseerden Moore Stephens Belgium en DRV Accountants & Adviseurs het kenniscongres E-commerce in Brasschaat. Eén van de sprekers was Ard van Leeuwen namens Kega. Hij vertelde ondernemers meer over omnichannel verkoop.
Do you write JavaScript? Congratulations, you're probably awesome at Node.js! While thinking about things from a server-side perspective might feel off-putting and unnatural, things like callbacks, storing data in JSON, and implementing actual websites probably do not. We'll go beyond getting Node installed and talk about how to quickly build a working web application, and demonstrate that Node can offer frontend developers more than just a new prototyping tool or way of creating endless chat servers.
Notes in Psychology: The Digital MarketplaceAhmad Hamdan
Social interactions and the sociological dynamics of social networks have many contributions that lead to many developments to our daily lives, it shaped the ways we interact, share and achieve.
Kim Garretson's presentation from the Feb. 27, 2015 dmaDetroit Educational Seminar and Luncheon. Kim's presentation, The Digital Marketplace, provides insight into: rising technology and how it’s changing the marketing landscape, he conversion of physical locations into engagement platforms (retail stores, stadiums, etc.), trend leading venture capital firms to watch and what they’re after and more.
We are living in an age where physical and digital worlds collide and blend into a new ground of unique experience, where information is readily accessible anywhere and anytime. In this age, enterprises the world over are touting large-scale digital
transformation as the foundation for business transformation, to make enterprises scalable, agile and
future-ready
A summary of the KWD Webranking 2012-2013 - how does it work, what does the capital market and the job seekers expect, what companies do this well. And who are the winners in Sweden.
27 Facts on the Future of Business in a Digital MarketplaceApp Consultants
Understand how the forces of technology and innovation brought on by the digital, social and mobile web are disrupting existing business models.
In this presentation we have gathered 27 facts that represent the changes taking place today, with your customers, in the digital marketplace. Each fact represents an important insight and suggests where to focus to ensure business success in the digital world.
Talk to App Consultants about implementing digital solutions that deliver a positive return on investment for your business:
Visit our website at http://AppConsultants.com.au
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
10 Digital Commerce Trends from the Fashion and Apparel, 2020 ReportAlaina Carter
COVID-19 made this season quite unfashionable as, just like other industries, the fashion industry also faced the consequences of this pandemic. Thanks to digital transformation, the fashion and apparel industry has a fair chance to bounce back. Read more to know what are the 10 Digital commerce trends from the fashion and clothing, 2020 report.
Conducting business with clients according to their terms is a
central tenet of Smarter Commerce. And so is driving the
effi ciency of every client relationship. That’s why IBM’s online
commerce transformation, which is still ongoing, is such a
critical part of the company’s Smarter Commerce initiative. The
changes the company made during the last fi ve years were
driven entirely by client demands. And though these demands
required signifi cant investment on the part of IBM, the benefi ts
have accrued to both our clients and us.
THE NEXT INDUSTRIAL REVOLUTION. HOW E-COMMERCE IS TRANSFORMING B2BCEO Magazyn Polska
Forrester Research estimates that cross-border B2B e-com-
merce transactions will reach US $1.2 trillion by 2021.1
With the advent of the internet and digitalization, the
opportunity for companies to boost revenues by tapping
global markets and to drive down costs through greater
efficiency has also opened up new prospects for earnings
growth. This huge potential is forcing B2B companies to
adapt their supply chains to be more like a business-to-
consumer (B2C) channel i.e. flexible, agile, scalable, quick-
er, mobile and global. More significantly, digitally-aware
B2B customers are expecting ‘Amazon-like’ experiences
including seamless commercial transactions when buy-
ing, receiving and returning products.2 Businesses have
shifted their purchasing research and transaction activi-
ties towards online3 especially when customer expecta-
tions for a full spectrum of services and support that are
hosted online have continued to increase.4 Despite these
customer expectations, there are fundamental differences
between B2B and B2C commercial transactions which
need to be understood and managed.
Changing Business Models: The Shift to B2B2C and D2C SalesAshish Saxena
Times are changing, and business models are no longer limited to only B2B or B2C. We are seeing a slow
change to alternative models such as B2B2C (business-to-business-to-consumer), D2C (direct-to-consumer)
or B2E (business-to-employee) in order to better meet more specific end-consumer needs.
In this white paper, we’re delving into the trends impacting this shift away from traditional business models in
the e-commerce landscape. We’re also sharing a useful step-by-step guide on how to implement a successful
D2C strategy.
some information on Discussion an example for your experience about any company conductive e-commerce? you can include any necessary chats, groups, etc. which were harmful or helpful to your experience.
This 7-second Brain Wave Ritual Attracts Money To You.!nirahealhty
Discover the power of a simple 7-second brain wave ritual that can attract wealth and abundance into your life. By tapping into specific brain frequencies, this technique helps you manifest financial success effortlessly. Ready to transform your financial future? Try this powerful ritual and start attracting money today!
# Internet Security: Safeguarding Your Digital World
In the contemporary digital age, the internet is a cornerstone of our daily lives. It connects us to vast amounts of information, provides platforms for communication, enables commerce, and offers endless entertainment. However, with these conveniences come significant security challenges. Internet security is essential to protect our digital identities, sensitive data, and overall online experience. This comprehensive guide explores the multifaceted world of internet security, providing insights into its importance, common threats, and effective strategies to safeguard your digital world.
## Understanding Internet Security
Internet security encompasses the measures and protocols used to protect information, devices, and networks from unauthorized access, attacks, and damage. It involves a wide range of practices designed to safeguard data confidentiality, integrity, and availability. Effective internet security is crucial for individuals, businesses, and governments alike, as cyber threats continue to evolve in complexity and scale.
### Key Components of Internet Security
1. **Confidentiality**: Ensuring that information is accessible only to those authorized to access it.
2. **Integrity**: Protecting information from being altered or tampered with by unauthorized parties.
3. **Availability**: Ensuring that authorized users have reliable access to information and resources when needed.
## Common Internet Security Threats
Cyber threats are numerous and constantly evolving. Understanding these threats is the first step in protecting against them. Some of the most common internet security threats include:
### Malware
Malware, or malicious software, is designed to harm, exploit, or otherwise compromise a device, network, or service. Common types of malware include:
- **Viruses**: Programs that attach themselves to legitimate software and replicate, spreading to other programs and files.
- **Worms**: Standalone malware that replicates itself to spread to other computers.
- **Trojan Horses**: Malicious software disguised as legitimate software.
- **Ransomware**: Malware that encrypts a user's files and demands a ransom for the decryption key.
- **Spyware**: Software that secretly monitors and collects user information.
### Phishing
Phishing is a social engineering attack that aims to steal sensitive information such as usernames, passwords, and credit card details. Attackers often masquerade as trusted entities in email or other communication channels, tricking victims into providing their information.
### Man-in-the-Middle (MitM) Attacks
MitM attacks occur when an attacker intercepts and potentially alters communication between two parties without their knowledge. This can lead to the unauthorized acquisition of sensitive information.
### Denial-of-Service (DoS) and Distributed Denial-of-Service (DDoS) Attacks
Multi-cluster Kubernetes Networking- Patterns, Projects and GuidelinesSanjeev Rampal
Talk presented at Kubernetes Community Day, New York, May 2024.
Technical summary of Multi-Cluster Kubernetes Networking architectures with focus on 4 key topics.
1) Key patterns for Multi-cluster architectures
2) Architectural comparison of several OSS/ CNCF projects to address these patterns
3) Evolution trends for the APIs of these projects
4) Some design recommendations & guidelines for adopting/ deploying these solutions.
Bridging the Digital Gap Brad Spiegel Macon, GA Initiative.pptxBrad Spiegel Macon GA
Brad Spiegel Macon GA’s journey exemplifies the profound impact that one individual can have on their community. Through his unwavering dedication to digital inclusion, he’s not only bridging the gap in Macon but also setting an example for others to follow.
1.Wireless Communication System_Wireless communication is a broad term that i...JeyaPerumal1
Wireless communication involves the transmission of information over a distance without the help of wires, cables or any other forms of electrical conductors.
Wireless communication is a broad term that incorporates all procedures and forms of connecting and communicating between two or more devices using a wireless signal through wireless communication technologies and devices.
Features of Wireless Communication
The evolution of wireless technology has brought many advancements with its effective features.
The transmitted distance can be anywhere between a few meters (for example, a television's remote control) and thousands of kilometers (for example, radio communication).
Wireless communication can be used for cellular telephony, wireless access to the internet, wireless home networking, and so on.
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024APNIC
Ellisha Heppner, Grant Management Lead, presented an update on APNIC Foundation to the PNG DNS Forum held from 6 to 10 May, 2024 in Port Moresby, Papua New Guinea.
test test test test testtest test testtest test testtest test testtest test ...
The Number One Digital Challenge Facing B2B Today
1. IBM Commerce | #1 Digital Challenge Facing B2B Today
#1 Digital Challenge
Facing B2B Today
IBM Commerce
2. IBM Commerce | #1 Digital Challenge Facing B2B Today
Foreword
The world of Business to Business (B2B) is making strides
to catch up with its Business to Consumer (B2C) counterpart.
And the race is definitely on; Forrester’s latest B2B eCommerce report
forecasts online sales of $780B in 2015 in the US, 12.7% growth
Year-on-Year, with a growth propensity topping $1.13 trillion by 2020.
This rate of growth is reflected in the UK, as traditional B2B organisations are increasingly
engaging with both existing and new customers through digital and online sale channels.
IBM recently hosted an open round table here in London to discuss the temperament
and disruptors in UK B2B Commerce with a number of key industry influencers and subject
matter experts. We explored the challenges faced, but equally the opportunities
and notable success stories.
Our discussion centred on what the #1 Digital Challenge Facing B2B is today, and what
opportunities this may present to the new digital seller. We also explored the importance
of the user experience and the supporting infrastructure, as well as managing organisational
and cultural change in the implementation of a new digital B2B strategy.
It comes as no surprise that the dialogue of the session very quickly expanded into
the role of multi–Channel campaigns, technology, people, culture, and business change.
These facets were explored in great detail and we have summarised the highlights
and key insights in this report.
Imran Choudhary
IBM Commerce Lead
3. IBM Commerce | #1 Digital Challenge Facing B2B Today
Mark Adams
Founding Partner of eComp
eComp is an IT strategy & eCommerce
advisory business focused on technology
strategy and business transformation,
omni-channel technology evaluation and
project audit services for B2B and B2C.
www.ecomp.co.uk
Matt Mullen
Senior Analyst, The 451 Group
A preeminent information technology
research and advisory company. With
a core focus on technology innovation
and market disruption, providing essential
insight for leaders of the digital economy.
https://451research.com
David Burnand
Director of Stein IAS
An-award winning global advertising and
B2B marketing agency. Stein IAS bring
together deep thinking, specialized
expertise, proven processes and advanced
technology to place clients at the vanguard
of global B2B marketing.
http://www.steinias.com
Steve Borges
CoFounder of Biglight
A creative ecommerce agency that helps
brands deliver excellent experiences
without compromising their ecommerce
ambitions. Biglight creates intuitive user
experiences, engaging creative and
compelling content to inspire customers
and drive sales.
http://www.biglight.co.uk
Meet the panel
Our round table comprised of the following experts:
4. IBM Commerce | #1 Digital Challenge Facing B2B Today
Digital Strategy:
Building the right platform
A lot can be learnt from the success B2C organisations having ‘gone digital’ over the past
ten years, although B2B organisations and vendors alike potentially face a more complex process.
In the knowledge of which B2C success traits are common to B2B and just as importantly those
which are not, the key is finding the right balance when starting on the digital journey.
The world of B2B is very different to the world of selling online as a B2C outfit, although this
isn’t stopping B2B brands taking B2C designed eCommerce platforms and trying to retrofit
them to adapt to the specific nature of their own B2B business model and processes. This
‘retrofit’ typically results in heavy customisation, lengthy deployment times, and inevitably,
higher cost.
When breaking down the core differences between a B2C and a B2B operating model,
there are several factors affecting this disparity; at the outset, a solely B2C focused
eCommerce platform does not align to the specific business processes of B2B.
The facets of this are outlined in the table below.
B2C Business Model
E.g. High Street & Online
fashion retailer
B2B Business Model
E.g. Pharmaceuticals distributor
• Focus is on new customer acquisition
• Same Terms for all customers
• All customers generally treated the same
• Standard payment options
• Single unit sale
• No approval process required
• All customers have access to the same
assortment of product
• Re-Order/Repeat orders not typical
• The customer is the end-user
• Focus is on customer retention
• Pre-Negotiated contract terms
• Pre-Negotiated pricing for individual customers,
projects, and contracts
• Personal relationships (Account & Service Teams)
• Advanced and varied payment options (invoicing)
• Bulk & Pack Sales
• Approval processes & Authorisation Processes
• Multiple stakeholders, departments,
and decision makers
• Segmented product assortment based on customer,
project, department or contract
with pre-determined terms)
• Re-Orders & Repeat Orders common
• End user works in the customer enterprise
Versus
5. IBM Commerce | #1 Digital Challenge Facing B2B Today
On this basis, and with the stark difference in business models, the importance of selecting
the right base commerce platform designed to adhere to the specific nature of B2B is key
to the success and on-going scalability of a B2B online sales channel.
The biggest challenge is around
technology, most software providers
started off as frameworks focused
on retail areas rather than bespoke
provisions for the B2B marketplace
— Mark Adams - eComp
6. IBM Commerce | #1 Digital Challenge Facing B2B Today
Krannich Solar GmbH & Co. KG
Krannich Solar GmbH & Co. KG, a solar power wholesaler, realised this challenge when they
looked to transform their sales processes through using online commerce. The act of ‘going
online’ was based on the simple premise of improving the order-taking process with the added
challenge of managing not only a large catalogue of complicated products, but also managing
thousands of solar power installation companies, each with potentially different buying and
discount entitlements.
Before Krannich Solar launched their online sales channel, customers typically placed orders
via the phone. Staff then had to manually check stock levels and determine whether the
customer was eligible for any discounts before quoting or taking an order. This time-consuming
process would result in delays in providing quotes and taking orders. Furthermore, sales
found they where spending more time with administration and resolving customer problems
versus selling.
Fully cognizant of the opportunities to transform their sales processes and drive a competitive
advantage to acquire new logo business. Krannich Solar selected an online commerce
solution which was designed with B2B in mind, leveraging IBM’s B2B eCommerce Starter
Store. The end result being a platform that enables customers to see prices and stock levels
in real time, order goods around the clock on a self-service basis, and view and select from
available delivery slots - or choose to collect their purchases from a local branch - all without
sales assistance. The solution also allowed customers to track the status of their goods and
view order history. All key functionality not only critical to trading successfully online but also
aligning to the complexity of contract governance.
Business results came from a 30% increase in new customer acquisition
and shortened time from order to cash.
7. IBM Commerce | #1 Digital Challenge Facing B2B Today
Common Interests
IBM’s recent Digital Benchmark Analytics survey saw mobile conversion rates rise to 1.3%,
with 2.7% on tablets in retail transactions There is no doubting that the mobile industry
is revitalising the way that organisations function and in-hand, how buyers behave.
B2B organisations are thus acting quickly and taking advantage of the wave of responsive
design methodologies and ‘lessons learnt’ from their B2C counterparts over the last five years.
Evidently within SME environments, where large buying departments and stringent
procurement processes don’t exist on the same scale, more and more transactions
are derived from mobile devices.
Mobile has become the ‘must have’ in the retail environment, and in B2B it serves as a game
changer and major source of competitive differentiation.
Further similarities between B2C and B2B companies exist in relation to customer
experience, personalisation, mechanisms for merchandising, and general good practise
of trading a successful online platform.
To meet the needs of today’s sophisticated
customer, the user experience delivered by B2B
websites needs to be as refined as that offered
by the best B2C retailers
—Steve Borges, Biglight
In addition to the eCommerce aspect itself, organisations must also remember that the sales
process features a strong educational element; effective B2B platforms are there to educate
the customer to the point of sale, even if they don’t handle the transaction itself.
8. IBM Commerce | #1 Digital Challenge Facing B2B Today
74%
Studies have shown that 74%
of the purchase research is done online
before the buyer talks to the vendor –
organisations need to ensure they are
part of this journey
—Steve Borges, Biglight
Not all engagement with the customer via digital means should be related to a direct call
to transact. Building value through education, enriched product information and support
guides effect loyalty and return visits.
This is where a granular understanding of the buying journey is important and not every digital
interaction necessarily warrants a follow-up sales interaction – we have to remember that often,
end consumers are reticent to the perception of ‘being sold to’. An online sales platform plays
an important part here. Customers now expect and ordinarily have access to a wealth
of information before engaging in the face-to-face stage of the sales process
and potential purchase.
9. IBM Commerce | #1 Digital Challenge Facing B2B Today
One B2B organisation that has taken a B2C approach to personalising the online customer
experience is Kemofarmacija d.d., a leading wholesaler of medical and healthcare products
and devices, with a range of more than 16,000 products and chemicals some of which are
highly regulated.
Kemofarmacija d.d realised they could drive more profitable sales through precision marketing
by gaining insights in to their customers online browsing, habits, and purchase behaviour.
Through integrating their content management and ERP systems they could ‘connect the dots’
with the insights they had collected on the customer, therefore personalising promotions and
recommended products based on really knowing the customer and performing the best next
action making every promotion and personalised experience – relevant vs. generic.
Major revenue benefits to Kemofarmacija d.d, increasing sale order lines by 30%
and diverting close to 90% of all sale orders through the web.
10. IBM Commerce | #1 Digital Challenge Facing B2B Today
Sale Channel Alignment
Whilst the online channel in B2B in most cases does not replace personal selling and account
management, it offers customers the control and flexibility to browse and purchase at their own
convenience, and enables B2B sellers to focus on building stronger customer relationships
and new customer acquisition.
With advances in technology,
delivering highly effective, cost-efficient
multichannel campaigns that achieve
outstanding results is crucial
—David Burnand – Stein IAS
11. IBM Commerce | #1 Digital Challenge Facing B2B Today
The evolution of the digital buyer has fostered a shift in focus from a traditional sales
approach to an increasingly customer-centric paradigm. The insight given, for instance,
at lead handover point can provide more transparency of where digital interactions fit into
the buyer cycle. Sales professionals can detect buyer pain points if this content is mapped
correctly to the buyer cycle and provide a new perspective on what was traditionally classified
as a ‘lead’. Again, this may lead to cultural change as sales leads become more qualitative
and the focus lies in 20 qualified opportunities as opposed to 100 more standard alternatives.
The cycle continues as sales professionals, now more informed about their buyers, can work
to foster an experience of a higher quality and the role of marketing is to enable that process.
“It is about equipping sales people
with genuine insight so they can
approach every relationship and
potential sale with all the
information they need. Most
systems now are able to give
a lot of insight and analytics.
They are able to offer a whole new
perspective. Able to give sales
teams a further role in marketing
resulting in a high quality customer
experience coming from the sales
teams”
—David Hogg, IBM
12. IBM Commerce | #1 Digital Challenge Facing B2B Today
Bringing all sales channels together and transforming the B2B organisation to be truly
multichannel is where significant business value can be gleaned. Over the past two years
Nucleus Research have analysed organisations which have leveraged IBM Commerce
as the core to building their multi-channel strategy and operations.
What is even more interesting is how this ROI has increased by 23% from previous studies
conducted by Nucleus for their 2013 report. This reiterates the continued growth in demands
of the B2B buyer, and equally the competitive advantage B2B organisations can take if they
take a lead and start to implement their multichannel capabilities ahead of their competition.
The return on investment is higher than any CRM or analytics investment,
with an average return of $14.79 to every dollar spent.
13. IBM Commerce | #1 Digital Challenge Facing B2B Today
Final Remarks
Complete alignment across the business from the sales force to the leadership on the B2B
eCommerce strategy and vision is key. The prospect of implementing business change
can be daunting, but works best as a business philosophy driven from the board level.
The need for all teams and departments to understand that the customer’s path to purchase
is across multiple channels and not just dependent on one is critical to the business building
a multi-channel ethic into its core DNA of selling, operating, and managing the customer.
When the entire organisation takes ownership for the customer journey, this stretches beyond
the typical sales and marketing departments. IT involvement is therefore crucial and their value
must be communicated in helping the organisation become a digital leader.
Implementing such a change can seem large-scale and present stumbling blocks, cost and lengthy
timescales, but the most effective way of starting a new platform is to start with a particular territory
or to roll out the software platform around a specific campaign or product launch. From there it is
more practical to shape out the wider strategy, before reverse-engineering to define the ‘starter’
phases which are easier to consume and test return. The challenge is that most B2B organisations
are trying to start the journey with having everything on day one of launch. Start small but have
the bigger picture always in mind; selecting the right foundations and commerce platform is critical
to ensuring online channel and marketing can start small but accelerate quickly to cope with larger
demands and volumes as the business starts to pick up pace and maturity.
B2B Research Assets
B2B Commerce Effectiveness: 5 Key Components of Successful B2B Commerce
https://ibm.biz/B2BSuccessTraits
IBM B2B Commerce
http://www-03.ibm.com/software/products/en/category/b2b-commerce
Krannich Solar B2B Commerce Case Reference
http://www-03.ibm.com/software/businesscasestudies/us/en/corp?synkey=T135685C33453N68
Kramp B2B Commerce Video Reference
https://www.youtube.com/watch?v=yM1ey-DbQxo