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May 25th, 2017 BEST PRACTICES FOR TAKING YOUR B2B COMPANY ONLINE
May 25th, 2017
BEST PRACTICES FOR TAKING YOUR B2BCOMPANY ONLINE
AGENDA
● Introductions
● Selecting the Right e-Commerce Platform
● Bringing out the Value of your Website
● Multi-Channel B2B e-Commerce
● Q & A
PRESENTERS
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
ORO REVOLUTIONIZES COMMERCE
Yoav KutnerCEO
Jary CarterCRO
Dima SorokaCTO
Michael BessolovVP, Engineering
Motti DaninoVP, Operations
Roy RubinAdvisor
THE ORO TEAM
● 170+ employees
● 4 Countries
● 6 offices
● Backed by Highland Europe
ORO INC.
“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?
● Self-serve Model
● Buyer-Seller Interaction
● B2B Marketplace
B2B E-COMMERCE USE CASES
Source Frost & Sullivan
GLOBAL B2B ONLINE GROSS SALES VOLUME (TRILLIONS)
HOW ARE B2B & B2C E-COMMERCE SIMILAR?
“94% of B2B Buyers researchonline for purchase decisions.”
– The Acquity Group
“74% of B2B buy from a websitebecause it’s more convenient than buying from a sales person.”
– Forrester
“Nearly half of all B2Bresearchers are millennials.”
“42% of researchers use a mobile deviceduring the purchasing process.”
BRANDING
GREAT USER EXPERIENCE
HOW ARE B2B & B2C E-COMMERCE DIFFERENT?
KEY B2B FEATURES & CAPABILITIES
SELLING TO COMPANIES, NOT TO INDIVIDUALS
IMPULSE BUYING VS. PROCESS BUYING
CORPORATE ACCOUNTS
FRONT-END OPTIMIZED FOR B2B BUYING EXPERIENCE
QUICK ORDER FORM
PERSONALIZED CATALOGS
MULTIPLE PRICE LISTS
WORKFLOWS
QUOTE-TO-ORDER-TO-PURCHASE WORKFLOWS
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
MOBILE EXPERIENCE FOR BUYERS & SELLERS
TRUE VALUE OF B2B WEBSITE
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
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
Need a strong SI:
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
Provide customers all requested product/purchase information
IMPACT ON CUSTOMERS & STAKEHOLDERS
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
Sales Team
MULTI-CHANNEL B2B E-COMMERCE
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
CONSUMERS LOVE EMAIL
● Marketing channel which consumers prefer to be contacted by age.
Source: DMA Consumer Acquisition Barometer 2015
MARKETERS LOVE EMAIL
EMAIL IS THE DIGITAL KEY
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!
“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
IS THIS THE END OF THE COLD CALL?
4 BUILDING BLOCKS TO MULTICHANNEL SUCCESS
● The Website:
○ Shop Window
○ Demo Area
○ HelpDesk
○ Point-of-Sale
CRM Database
E-commerce Platform
Email Marketing
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
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
“B2B companies who migrated their customers online have seen a 44% increase in average order value”
– Econsultancy
THE RIGHT AUTOMATION TACTICS
THINK BIG
START SMALL
PHASE 1
PHASE 2
PHASE 3
PHASE 4
SCALE QUICKLY
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
Abandoned Cart
WELCOME PROGRAM
Say thank you and introduce yourself
WELCOME PROGRAM
Say thank you and introduce yourself
Highlight features
WELCOME PROGRAM
Say thank you and introduce yourself
Highlight features
Reassurance through training and support
WELCOME PROGRAM
Say thank you and introduce yourself
Highlight features
Reassurance through training and support
Introduce related products and services
WELCOME PROGRAM
Say thank you and introduce yourself
Highlight features
Reassurance through training and support
Introduce related products and services
Convert!
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
Abandoned Cart
PRODUCT REPLENISHMENT
Replenishment is helpful to your customer
PRODUCT REPLENISHMENT
…is helpful to your customer
…shortens the time between purchases
…increases average order value
…deepens relationships
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
Abandoned Cart
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
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
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
Abandoned Cart
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
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
Abandoned Cart
LAPSED CUSTOMER
First get them back…
…then give them something different.
Don’t treat them like a new welcome program
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
Abandoned Cart
Post Sale
Say “Thank You”
Enhance the OOBE
Upsell and cross sell
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
Abandoned Cart
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
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
Q & A
THANK YOU!
