The document discusses a survey of B2B digital transformation strategies. Key findings include:
- Fast-tracking digital transformation is a strategic priority for most B2B companies but 40% feel they are behind competitors.
- B2B companies must invest in new technologies to provide flexible digital experiences, but many are still building basic tools like ecommerce platforms.
- Companies cite the complexity of their businesses as the top obstacle to better digital experiences.
- Critical technologies over the next 18 months include content management, ecommerce platforms, and integration with back-end systems.
B2B companies have traditionally relied on print catalogs, armies of sales reps and well-staffed call centers to generate and manage customer orders. But B2B buyers have shifted their research and transactions online and to mobile. To adapt and meet buyers needs, B2B companies must rethink their customer engagement strategies and commerce investments. One way to improve your presence is by implementing eCommerce on Salesforce. Learn more from Forrester Research, Ecolab and CloudCraze about the benefits and results of native eCommerce on Salesforce.
2014 Digital Marketing Landscape Study: The Power of Digital Experiencesion interactive
The digital marketing landscape is evolving rapidly. Are you keeping pace with your competitors?
This fall, Demand Metric surveyed over 500 digital marketers across B2B, B2C and agency organizations on the landscape of digital marketing moving into 2014.
They found that sophisticated digital experiences are having a significant, measurable impact on brand perception and revenue growth. In fact, 76% of organizations who put a high priority on digital experience creation reported revenue growth this fiscal year.
Find out:
- What’s working now
- What organizations are planning to do in 2014
- The benefits & challenges of creating digital experiences
- How ingenuity & agility play a larger role than budget or company size
- Plus, analyst recommendations for increased brand perception & revenue growth in the new year
Improve your omichannel strategy with better ecommerce☁Jake Weaver ☁
5 key success factors in this paper help guide development of big data apps optimized to support enterprise business opportunities — which often means turning to the cloud for scale and cost
effectiveness.
Value Creation and Customer Experience Management in Mobile VAS for an Enhanc...Ali Saghaeian
Some of the topics covered in this slide deck:
Mapping the Customer Experience and creating Value
Customer experience as an ecosystem play
Top business and process challenges for customer experience programs
Deepen engagement over the lifecycle of the customer
Importance of Self Service in better customer experience
Objectives for Customer Experience Management (CEM)
Comparing Traditional Customer Service vs. Next Gen Proactive Support
NRF 2019: Retail's Big Show
Sunil Suram, Director of AI and Big Data, Tango
Pranav Tyagi, President and CEO, Tango
Mark Zygmontowicz, SVP, Business Development, Tango
Modern Marketing: The Case of Microsoft USMicrosoft
What are the challenges facing CMO's today? Explore the opportunities in modern marketing, and get a close up view of how Microsoft US is embracing digital transformation.
B2B companies have traditionally relied on print catalogs, armies of sales reps and well-staffed call centers to generate and manage customer orders. But B2B buyers have shifted their research and transactions online and to mobile. To adapt and meet buyers needs, B2B companies must rethink their customer engagement strategies and commerce investments. One way to improve your presence is by implementing eCommerce on Salesforce. Learn more from Forrester Research, Ecolab and CloudCraze about the benefits and results of native eCommerce on Salesforce.
2014 Digital Marketing Landscape Study: The Power of Digital Experiencesion interactive
The digital marketing landscape is evolving rapidly. Are you keeping pace with your competitors?
This fall, Demand Metric surveyed over 500 digital marketers across B2B, B2C and agency organizations on the landscape of digital marketing moving into 2014.
They found that sophisticated digital experiences are having a significant, measurable impact on brand perception and revenue growth. In fact, 76% of organizations who put a high priority on digital experience creation reported revenue growth this fiscal year.
Find out:
- What’s working now
- What organizations are planning to do in 2014
- The benefits & challenges of creating digital experiences
- How ingenuity & agility play a larger role than budget or company size
- Plus, analyst recommendations for increased brand perception & revenue growth in the new year
Improve your omichannel strategy with better ecommerce☁Jake Weaver ☁
5 key success factors in this paper help guide development of big data apps optimized to support enterprise business opportunities — which often means turning to the cloud for scale and cost
effectiveness.
Value Creation and Customer Experience Management in Mobile VAS for an Enhanc...Ali Saghaeian
Some of the topics covered in this slide deck:
Mapping the Customer Experience and creating Value
Customer experience as an ecosystem play
Top business and process challenges for customer experience programs
Deepen engagement over the lifecycle of the customer
Importance of Self Service in better customer experience
Objectives for Customer Experience Management (CEM)
Comparing Traditional Customer Service vs. Next Gen Proactive Support
NRF 2019: Retail's Big Show
Sunil Suram, Director of AI and Big Data, Tango
Pranav Tyagi, President and CEO, Tango
Mark Zygmontowicz, SVP, Business Development, Tango
Modern Marketing: The Case of Microsoft USMicrosoft
What are the challenges facing CMO's today? Explore the opportunities in modern marketing, and get a close up view of how Microsoft US is embracing digital transformation.
Discover how to bring contextually relevant experiences to every stage of the customer journey with innovative engagement models. Subscription-based, self-service, and immersive self-discovery systems span from marketing to commerce to customer service. Learn how effective they can be in helping you reach your customers. Learn more: https://www.hybris.com/
B2B Ecommerce through Magento and how integration will helpAPPSeCONNECT
It has been a great year for B2B E-commerce and it is important to keep an eye on the digital and technology trends to embrace the success you want for your business.
The purpose of this webinar was to bring forward the amazing B2B capabilities of Magento and how integration with back-office systems / ERP will help your business become more efficient.
We covered:
· B2B Digital Commerce Trends
· Assessing your needs / How to create a MoSCoW list
· InSync Magento / SAP Business Connector
· Featured Case Study
For more such webinars, please keep an eye on:
http://www.appseconnect.com/webinars
7 Traits of Highly Effective Digital Commerce OrganizationsSameer Khan
Commerce technology spending is up across the board. Retailers are significantly bolstering their capital investment programs. 85% will increase their spend on commerce technology in 2015. Is your organization prepared for the next generation of digital business?
Consumers today are more ‘SoLoMo’ –Social, Local and Mobile. The article discusses about the key global trends and benchmark practices that would help retailers to build seamless consumer experience and long-term profitability in the near future (2020). Using Big-Data for predictive analytics, leveraging technology to create Omnichannel customer experience, implementing effective Supply-Chain, using prompt methods payments, enforcing efficient employee training and other success factors mentioned in the article, will definitely shape the future of a successful retailers to manage the complexity and diversity of retailing in 2020. All topics covered all supported with concrete examples of worldwide benchmark in the industry.
[Webinar] 2019 Trends in Account Based MarketingEngagio
Wondering why Account Based Marketing continues to be rapidly adopted? Join Engagio in this webinar with MarketingProfs featuring Jon Miller, CEO and co-founder of Engagio, for a glimpse into the current account-based attitudes and maturity of over 500 organizations across North America.
We'll dive into recent market research on the current state of Account-Based Marketing and highlight what's working and what's not.
You'll learn:
- How you stack up against hundreds of your industry peers
- Habits of organizations who are seeing a positive ROI from ABM
- How to create your own path to ABM success
To succeed companies should extend their visions of the customer journey beyond the front-end experience and take a deep dive through all major processes that touch the customer such as order-to-cash, availability-to-promise, plan-to-manufacture, overall supply-chain management as well as the underlying technology architecture.
Today’s customers aren’t interested in just buying products or services. They buy experiences. The best companies build communities to create relationships with customers that extend long after their initial purchase.
Deloitte Digital NL - Voice of the customer (CB seminar)Victor Hoong
In early 2013, Deloitte and Bazaarvoice partnered to investigate what online consumer feedback reviews could reveal on the relationships between NPS, price, product assortment and customer service. In a short 5 week project 7.8 million customer reviews across 230 different businesses were interrogated. A selection of the key findings were included in this short presentation given at the Deloitte Consumer Business Predictions event @Rotterdam May 2013.
Leading telco taps into digital opportunities through capgemini research and ...Capgemini
When a leading Telco wanted to enhance its digital presence,
aiming to grow its user base and significantly increase
digital revenues, it turned to long-term partner Capgemini. Read how they did it.
Accenture: Commercial analytics insights CPG Companies 27-7-12 Brian Crotty
A fully integrated analytics operating model can help consumer packaged goods (CPG) companies focus commercial analytics resources on high-value processes to grow market share and sustain profit margins.
Market and economic uncertainty is making it difficult for CPG companies to achieve sustainable growth. Value-driven consumers are more demanding than ever before, and retailers are increasingly pushing private labels and looking for ways to control the consumer relationship. Additionally, “big data” has left many marketing and sales organizations with an information overload, yielding little insight into how to win consumer loyalty. This uncertain environment requires CPG companies to make faster, better-informed commercial decisions and take concrete action to improve market performance.
In this point of view, Accenture outlines an approach that can help CPG companies improve their commercial analytics capability to generate significant value.
June 27, 2012
How Can CPG Companies Become Digital Leaders?Molly Pfister
E-commerce for consumer packaged has finally arrived. But how can companies become digital commerce leaders?
Although many CPG executives understand that a shift to e-commerce is happening, many underestimate the size of the opportunity and the digital innovation needed to get there.
Consumers, who are enjoying the convenience and value of digital services in other aspects of their lives, expect these benefits in grocery. Retailers and suppliers need to understand the shifting retail landscape and build digital commerce capabilities that meet these consumer expectations. Companies not prepared to meet to the new digital consumer risk stagnation, loss of share and even shrinking sales.
iProspect's Future Focus 2018: The New Machine RulesiProspect
It's time to Focus on the Future. Based on interviews with over 250 global advertisers, we address the biggest trends you need to master in order to be prepared for The New Machine Rules. Download your copy now: http://bit.ly/2AirbwR
5 Reasons Why Manufacturers Need a PIM System Rahul Singh
As manufacturers look at countering these tumultuous times with digitalization—modern-day Product Information Management (PIM) can be their perfect companion. It helps them suit their needs of today and tomorrow by building resilience and boosting flexibility and adaptability. Here’s illustrating the “5 Ways PIM Can Counter Uncertainty for Manufacturers” in an Infographic.
Consumer Packaged Goods (CPG) Industry - 5 Digital TransformationsNitin Jain
Discusses how digital technologies are transforming the Consumer Packaged Goods (CPG) industry landscape and its implications on the future of CPG companies.
Discover how to bring contextually relevant experiences to every stage of the customer journey with innovative engagement models. Subscription-based, self-service, and immersive self-discovery systems span from marketing to commerce to customer service. Learn how effective they can be in helping you reach your customers. Learn more: https://www.hybris.com/
B2B Ecommerce through Magento and how integration will helpAPPSeCONNECT
It has been a great year for B2B E-commerce and it is important to keep an eye on the digital and technology trends to embrace the success you want for your business.
The purpose of this webinar was to bring forward the amazing B2B capabilities of Magento and how integration with back-office systems / ERP will help your business become more efficient.
We covered:
· B2B Digital Commerce Trends
· Assessing your needs / How to create a MoSCoW list
· InSync Magento / SAP Business Connector
· Featured Case Study
For more such webinars, please keep an eye on:
http://www.appseconnect.com/webinars
7 Traits of Highly Effective Digital Commerce OrganizationsSameer Khan
Commerce technology spending is up across the board. Retailers are significantly bolstering their capital investment programs. 85% will increase their spend on commerce technology in 2015. Is your organization prepared for the next generation of digital business?
Consumers today are more ‘SoLoMo’ –Social, Local and Mobile. The article discusses about the key global trends and benchmark practices that would help retailers to build seamless consumer experience and long-term profitability in the near future (2020). Using Big-Data for predictive analytics, leveraging technology to create Omnichannel customer experience, implementing effective Supply-Chain, using prompt methods payments, enforcing efficient employee training and other success factors mentioned in the article, will definitely shape the future of a successful retailers to manage the complexity and diversity of retailing in 2020. All topics covered all supported with concrete examples of worldwide benchmark in the industry.
[Webinar] 2019 Trends in Account Based MarketingEngagio
Wondering why Account Based Marketing continues to be rapidly adopted? Join Engagio in this webinar with MarketingProfs featuring Jon Miller, CEO and co-founder of Engagio, for a glimpse into the current account-based attitudes and maturity of over 500 organizations across North America.
We'll dive into recent market research on the current state of Account-Based Marketing and highlight what's working and what's not.
You'll learn:
- How you stack up against hundreds of your industry peers
- Habits of organizations who are seeing a positive ROI from ABM
- How to create your own path to ABM success
To succeed companies should extend their visions of the customer journey beyond the front-end experience and take a deep dive through all major processes that touch the customer such as order-to-cash, availability-to-promise, plan-to-manufacture, overall supply-chain management as well as the underlying technology architecture.
Today’s customers aren’t interested in just buying products or services. They buy experiences. The best companies build communities to create relationships with customers that extend long after their initial purchase.
Deloitte Digital NL - Voice of the customer (CB seminar)Victor Hoong
In early 2013, Deloitte and Bazaarvoice partnered to investigate what online consumer feedback reviews could reveal on the relationships between NPS, price, product assortment and customer service. In a short 5 week project 7.8 million customer reviews across 230 different businesses were interrogated. A selection of the key findings were included in this short presentation given at the Deloitte Consumer Business Predictions event @Rotterdam May 2013.
Leading telco taps into digital opportunities through capgemini research and ...Capgemini
When a leading Telco wanted to enhance its digital presence,
aiming to grow its user base and significantly increase
digital revenues, it turned to long-term partner Capgemini. Read how they did it.
Accenture: Commercial analytics insights CPG Companies 27-7-12 Brian Crotty
A fully integrated analytics operating model can help consumer packaged goods (CPG) companies focus commercial analytics resources on high-value processes to grow market share and sustain profit margins.
Market and economic uncertainty is making it difficult for CPG companies to achieve sustainable growth. Value-driven consumers are more demanding than ever before, and retailers are increasingly pushing private labels and looking for ways to control the consumer relationship. Additionally, “big data” has left many marketing and sales organizations with an information overload, yielding little insight into how to win consumer loyalty. This uncertain environment requires CPG companies to make faster, better-informed commercial decisions and take concrete action to improve market performance.
In this point of view, Accenture outlines an approach that can help CPG companies improve their commercial analytics capability to generate significant value.
June 27, 2012
How Can CPG Companies Become Digital Leaders?Molly Pfister
E-commerce for consumer packaged has finally arrived. But how can companies become digital commerce leaders?
Although many CPG executives understand that a shift to e-commerce is happening, many underestimate the size of the opportunity and the digital innovation needed to get there.
Consumers, who are enjoying the convenience and value of digital services in other aspects of their lives, expect these benefits in grocery. Retailers and suppliers need to understand the shifting retail landscape and build digital commerce capabilities that meet these consumer expectations. Companies not prepared to meet to the new digital consumer risk stagnation, loss of share and even shrinking sales.
iProspect's Future Focus 2018: The New Machine RulesiProspect
It's time to Focus on the Future. Based on interviews with over 250 global advertisers, we address the biggest trends you need to master in order to be prepared for The New Machine Rules. Download your copy now: http://bit.ly/2AirbwR
5 Reasons Why Manufacturers Need a PIM System Rahul Singh
As manufacturers look at countering these tumultuous times with digitalization—modern-day Product Information Management (PIM) can be their perfect companion. It helps them suit their needs of today and tomorrow by building resilience and boosting flexibility and adaptability. Here’s illustrating the “5 Ways PIM Can Counter Uncertainty for Manufacturers” in an Infographic.
Consumer Packaged Goods (CPG) Industry - 5 Digital TransformationsNitin Jain
Discusses how digital technologies are transforming the Consumer Packaged Goods (CPG) industry landscape and its implications on the future of CPG companies.
A solution to the problem of large scale, high cost,
energy consuming super computers. It details the construction of a small
foot print, cost effective, and energy efficient cluster system. The system
uses Raspberry Pi computers to create a cluster that is much less expensive
and significantly smaller than traditional super computers. The system
does not sacrifice computing power in proportion to its size and energy
consumption.
Wie bepaalt wat de beste kleur is van de bestelbutton in uw webshop om een bestelling af te ronden? Juist, dat is uw bezoeker. Kleine aanpassingen kunnen grote impact hebben op uw omzet. Test uw aanpassingen met een A/B-test. De beste aanpak hiervoor vertelde Danny, onze webanalytics en conversie-optimalisatie consultant.
B2B Health Check: 5 Steps to eCommerce Fitness [WEBINAR]Four51, Inc.
Webinar Slides from 2/4/16 webinar
73% of B2B buyers now research at least half of their purchases online. Increasingly, they buy online as well. But too many of the websites of manufacturers, wholesalers and distributors aren’t in shape to make the most of this big opportunity to grow sales.
Today, agility, speed and rich features are what distinguish successful B2B e-commerce sites and empower them to deliver an online experience that mirrors what B2B buyers have come to expect from shopping retail websites.
From data management to streamlining key processes to mobile's role, this webinar will cover the tactics and technology online B2B sellers must prioritize to become best-in-class, driving sales and profits.
Hear from Aberdeen Group's Omer Minkara, Newegg's Ross Higgins, Four51's Chip House and Internet Retailer's Don Davis as we explore exactly what must be done to ensure your site is ready for 2016 and beyond.
Questions? Email marketing@four51.com
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.
Digital Disruption in Distribution and Manufacturing: How to Be a B2B LeaderPerficient, Inc.
Digital technology is quickly changing the rules of engagement for B2B companies in the manufacturing and distribution sectors. The convergence of data, content, intelligent devices, and artificial intelligence creates an opportunity for established companies to redefine themselves and become industry leaders. But many are missing this opportunity.
Forward-thinking companies in this transformation will make decisions by considering the overall market, moving quickly, and managing cross-functional change within the organization. The uncommitted will only consider their technology options and suffer from sub-par results…or do nothing at all.
We discussed:
-How to identify where you are in your digital journey
-How to apply “fast follower” principles and a proven framework to accelerate change
-Best practices and lessons learned by B2B organizations that have successfully achieved a higher level of digital maturity
Moving Beyond Mobile: Delivering a Seamless Digital Experience from Online to...Mozu
Learn how to deliver a seamless digital experience with this presentation from Jason Wallis, CTO of Mozu, featuring Adam Silverman, Principal Analyst at Forrester Research.
Watch the webinar replay here: http://info.mozu.com/ecommerce-responsive-design-considerations-webinar.html
Monetizing Insights with Experiential CommerceAcquia
Organizations are used to engaging their customers through the dated concept of a linear conversion funnel and struggle to offer contextual experiences that minimize the opportunities for attrition in today’s connected world. With experience management solutions powered by Drupal such as Acquia Lift and Journey, you can orchestrate personalized interactions that target users with segmented content, while also leveraging Google Analytics to ensure the bespoke engagement offered is based on user behavior.
The true power of these hyper-focused experiences can be fully unlocked for your organization when transactional offers are surfaced seamlessly at the right point of the customer journey via Elastic Path, the most robust API-based commerce system.
In this webinar you’ll learn:
- How to offer relevant, orchestrated journeys so the moment of conversion doesn’t represent a departure from or conclusion of the experience, but rather a segway to deeper engagement
- How analytics and a single view of cross-channel transactions can shape hyper-focused experiences
- How API-based commerce powered by Elastic Path can interact with Acquia solutions to embed monetization opportunities in customer experiences
- How sectors like industrial manufacturing, healthcare and consumer services take advantage of this experiential paradigm
Reimagine Your Business in a Digital-First World with MicrosoftPerficient, Inc.
Digital. The word is permeating every organization and industry today. Digitally transforming your business is increasingly critical to continued growth, but the path to digitalization isn’t always well-defined. What does reimagining your business in this digital age really mean?
You should be assessing your capabilities around the four “megatrends” of cloud, mobile, social, and analytics development, and creating a strategy and a road map to improve and differentiate core capabilities leveraging these digital technologies.
Our webinar demonstrated how you can use Microsoft technology to create a holistic digital transformation across the enterprise, and embrace the four megatrends to increase productivity, improve customer service, expand market share, and ultimately, increase revenue.
Similar to WBR_B2B May 24 Webcast Combined FINAL (20)
Reimagine Your Business in a Digital-First World with Microsoft
WBR_B2B May 24 Webcast Combined FINAL
1. To Compete, You Must Transform:
The Importance of Transforming Your
B2B Digital Strategy
May 24, 2106
Madhukar Kumar
VP, Cloud Product
Business Group, CX
Oracle
Andrew Cole,
Director of Digital Content,
WBR Research
Asad Durrani,
Chairman & CEO,
Aaxis Commerce
B2B buyers have graduated from the traditional processes of purchasing from distributors through established sales channels. Today, buyers perform research and make their purchases online, as both their preferred starting point and sales channel, respectively. Online therefore represents a growing field of competition for B2B companies, with greater expectations among buyers for tailored, omnichannel experiences and visibility into product and order information. The technology supporting these offerings is now available to any B2B company, so distinguishing oneself in these areas has become an undeniable necessity
B2B companies expect that a dramatic transition from offline to online purchasing has hastened the need for new technologies supporting relevant and industry-specific experiences across their online channels.
57% of B2B companies indicate they are in either the building, testing and launching stages of their digital capabilities, or are already ahead of the curve. These companies’ anticipated success is clearly supported by the emerging realization of their online potential.
While a 55% majority identified complex industry challenges as the top barrier to omnichannel development, B2B companies identified internal organizational and process challenges as a substantial second.
Despite the technical hurdles and complexity of B2B commerce, new developments in cloud technologies and web content management systems support customers’ unique requirements in terms of flexibility, information accessibility and enhanced customer experiences that, when properly implemented by B2B sellers, can drive their businesses forward in terms of online customer adoption
In facing the demands of diverse customer buying behaviors, B2B players will adapt their organization and internal processes to deliver on customer expectations, which may involve adoption and integration of new technologies, such as enterprise WCMS, cloud and eCommerce platforms. These technologies allow for simplified, manageable processes and the means to take on the complex challenges of B2B sales.
B2B companies consider content management tools a most essential part of their transformation. In fact, among 15 other technology initiatives, 43% of B2B companies identify content management as a top priority over the next 18 months in terms of their needs for online selling.
80% of buyers know what they want before they contact a vendor.
80% of buyers know what they want before they contact a vendor.
Grainer did 42% of sales via digital channel or ~$4.2B.
Grainger has decided to abandon its TSR (Territory Sales Representative) sales program to service the medium-sized customer market (roughly $1.5bn of Grainger sales). The company noted that it has lost share in this segment (it has shrunk) over the past 4-5 years.
Grainger expects that 80% of its customer sales origination (touch point) will shift to digital or Internet in 5 years – up from roughly half today.
The company reports that it “hasn’t seen Amazon as a huge impact”. In our opinion, Amazon and other Internet-driven industrial distributors are having a tremendous impact by applying pricing and share loss pressures on Grainger.
80% of buyers know what they want before they contact a vendor.
Segment personas providing features that are important for your buyers, Eg Quick Order, Quote Approval workflow, Configure and price.
4 - > Recommendation
Forces of change we see at scale---
Technology – I want to talk about this from an Oracle perspective. We aren’t just selling the idea of digital transformation we living it. We’re going through what Shawn Prices calls “the most exciting time in Oracles history” and undoubtedly the largest internal transformation we’ve ever had. We’re migrating from being an on-prem company to being a cloud company. We talk about this a lot because we’re investing a lot in this space because it is an enabler for addressing the other forces of change we see. The cloud is what makes this possible – it’ not just for the simplicity and economics of the cloud (CAPEX vs OPEX) but because it is an innovation engine. It enables agility. With the cloud you get regular and seamless upgrades, you can rapidly expand into new markets, and you can grow without managing infrastructure.
Customer Expectations - fundamental shift in customer expectations and the applications most B2B business were built on can no longer support those businesses – they can’t bear the weight of these expectations. Integrations are hard, functionality is limited, innovation is slow, design isn’t user centric…
New Operating Models – There is a shift in the way people want to do business today. Buyers want more online self service, they want access to everything on mobile devices including core ERP functionality. Technology enables faster innovation cycles and rapid responses to new demands. It also allows businesses to push into new markets without making physical investment in that market. This allows for expanding operations into growth markets and new lines of business but companies are also highly dependent on inorganic growth (M&A) today cloud is filling the gaps between disparate systems.
**customer anecdote** Addressing these forces of change in a holistic manner is what some today call a digital strategy. Really its just a business strategy for the digital age but there is always one example that stands out in my mind – one of our customers is really addressing the hard questions of how sell today. Particularly they are addressing the shift away from field sales reps to more self service online experiences. The WBR survey here shows that there is an increasing number of companies that are judging their success on what percentage of their customers are buying online and how many new customers ecommerce can acquire.
They way this one company has done this is by capturing abandoned carts after some number of days and passing it off to the sales rep responsible for the account. That way he can go and follow up. He can see if they found the information they were looking for, he can see if his company is providing the right level of detail about the product the customer was looking for and he do custom quotes for them right there in the field. Even if he doesn’t close a sale he gathered valuable feedback on product data that allows them to go back and update that category which enhances SEO and on-site search. This is great example of digital transformation and executing on the basics. They are making sure that their existing customer base is satisfied.
**Build chart**
Despite this clear trend toward new digital channels generally and ecommerce specifically - there appears to be an execution gap.
Currently, 70% of the companies we surveyed said ecommerce accounted for less than 20% of their business. The majority of these companies said ecommerce accounted for less than 5% of their revenue.
If you look at where these companies want to be over the next 3 years you see the chart flattens out. No one is sure just how much business then can move to the cloud. They aren’t sure if their site can handle it. They aren’t sure if they have the right customer experience in place. They don’t know how to shift as an organization.
We, as an organization, think that going back to basics is a good approach.
A recent IDC study said buyers reported spending 79% of the buying cycle without a vendor or sales rep involved – when you consider that last year only 58% of reps made their quota that makes sense (CSO Insights, 2015)
There’s an increasing reliance on digital channels but buyers are using that convenience to excluding vendors from the evaluation process. Field reps still have incredibly strategic value but unfortunately buyers don’t want to talk to us until they’ve already found what they are looking for. There are a few exceptions here (price negotiation, configuration, installation, etc). For this reason organic search results still rank as one of the most important drivers of site traffic. Will your clients find your content in the normal course of doing research? Can you expose long tail product details in a contextualized and relevant fashion?
The next question to ask is “what happens if they get to my site?” Will they be able to find what they are looking for? Can I give them the right content in the right context? In other words, is my search box working the way my customers expect it to? Justin King recently did a research project but found that almost half of B2B websites can’t accurately match misspelled search terms with the right product.
***Amazon story***
how did Amazon grow to be the company they are today? Forget about AWS, Kindles and prime, how did a book seller become the premier online marketplace? And then answer the question, how did a consumer marketplace begin to take market share from long established B2B brands?
The answer is incredibly boring. They executed blocking and tackling perfectly. They gave great search results, they created wish lists, they added one-click buying…these things are all table stakes in retail commerce. The basics make a big difference. They made it easy to buy on-line
Personalization - In b2c, personalization is about tailoring experiences to how a consumer shops. In B2B, personalization is about tailoring the experience to how the buyer works. Its about providing content in context, automated billing, single order hubs, simplified approval work flows and custom entitlements.
Simplicity – instant forms of payments, mobile friendly design, etc… - The end goal for B2B organizations should be to make it easy for buyers to buy and approvers to approve. It’s a truism that people like to buy from people they like. Nothing makes friends faster than being easy to work with.
Visibility – Give buyers a clear understanding of their business. Who has bought what? When will orders arrive? How much inventory do you have on hand? Oh, and did I mention buyers want these information easily available across all channels?
There are 3 major areas where complexity can stymie companies– seller side complexity, buyer side complexity, and growth complexity. I’m going to walk through these briefly.
1) The are a bunch of complexities inherent in selling the goods that many of you sell. Keeping catalogs and price lists up to date, onboarding, managing content, providing customer service - all these things are part of the basic blocking and tackling of online commerce but they take time and they are hard to stay on top of. The customers we see that have empowered business users to manage these tasks instead of relying on IT are typically way ahead of the game. One way we see that playing out is ERP integration. It’s a vital component to minimizing complexity. 85% of sellers say their ERP is a key component of their customer engagement strategy but 44% say common tasks like price and catalog management take too long.
2) The second area we need focus on is buy side complexity. Customers have unique approval workflows, they have big organizations with different permission requirements, they want to update and amend contracts, they want lots of one off quotes…just like enabling business users to manage core commerce responsibilities improves customer experience so does enabling self service. Lets be honest, fewer and fewer customers want to talk to us. If you can enable self service onboarding, self selecting catalog filters for their buying organization, custom quoting and guided selling of complex bundles then you taking some big steps in the right direction. In fact if you want to see that use case stop by our booth and see how it can work.
3) And the third are of complexity is around growth. We very much live in a grow or die environment. It won’t be a sudden death but the market won’t allow companies to have flat revenues for years on end. Today we see a lot of companies looking at emerging markets for organic growth and M&A for inorganic growth. You have to ask the question can my infrastructure and customer experience platform support both my customers changing expectations and my expansion needs?
The market is tough right now but B2B has so much more upside than consumer markets. When I talk to customers I remind them of these three things…
Back to basics
Focus on personalizing the experience for how buyers work
Make it easy for buyer to buy and approvers to approve
It’s a truism that businesses don’t buy from other businesses – people do. Be the brand that you customers want you to be.
The tenets I just described, Complete, Data Driven, Personalized, Connected and Secure form the basis of the Oracle CX Portfolio. The Oracle CX portfolio covers the entire spectrum of capabilities that an
organization needs to deliver a modern unified customer experiences.
Highlighted by our market-leading CX applications that span Marketing, Sales, CPQ, Commerce, Service and Social and are supplemented by the Oracle Cloud Marketplace that offers hundreds of value-add
applications from our partners.
Our CX applications utilize a foundation layer of components and services that serve to provide consistency across the applications (user interface design pattern, customer master, collaboration tools and analytics
platform) and extend application capabilities with our Data as a Service and Platform as a Service offerings. We’ll be spending time on these, and how they pertain to our unified platform later.
Oracle’s CX industry solutions sit on top of our CX applications to deliver cross-functional solutions tailored to specific industry requirements. Our industry solutions address unique data model, workflow, user interface
and integration requirements by industry to meet their particular business and customer needs.
And across the top, are all the different communication channels and customer touch-points that enable you to offer an omni-channel presence and deliver consistent positive customer experiences from the web to the
store to the contact center and more.
No vendor can match the breadth and depth of Oracle’s CX product portfolio. Thousands of vendors market under the banner of CX but their applications are typically aimed solely at one or two of the functional areas. Even our closest competitors do not support key areas such as commerce, configure, price and quote (CPQ) and field service. Nor do they offer a data management platform or customer data management solution.
And they don’t have industry solutions tailored meet your particular requirements
Oracle has invested heavily in product development and acquisitions in order to offer its customers a full and complete CX solution. Together, they offer a broad and deep portfolio that can deliver against any customer experience challenge or initiative within your organization.
Oracle has helped B2B manufacturers and distributors of all sizes to succeed with their digital business initiatives.
From large, multinational enterprises like Eaton, Feguson and Grainger, to fast growing midsized companies like Carolina Biological, to divisions of B2B organizations pursing direct to consumer initiatives like Ingersoll Rand.
We would be delighted to explore with you and we can help you with your digital business initiatives.
We invite you to take the next step to accelerate your digital business transformation, or to take your existing program to the next level.
Together with our partner, Aaxis Commerce we offer a range of services to help you along the journey ….
from digital business assessments where we can help you benchmark your current online business performance, to strategy and business case development, to helping you map out your technology roadmap.
We are also happy to share what type of digital experiences are possible for your customers by showing you what other B2B organizations are doing online.
With that, I would like to turn it back to Andrew to open up the Q & A session.