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.”

– Google

“42% of researchers use a mobile deviceduring the purchasing process.”

– Google

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

Thank You!

[email protected]@jarycarter

IRCE Booth #1553

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

Thank You!

[email protected]@IndabaRyan

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


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


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


Highlight features

WELCOME PROGRAM


Highlight features

Reassurance through training and support

WELCOME PROGRAM


Highlight features


Introduce related products and services

WELCOME PROGRAM


Highlight features


Introduce related products and services

Convert!


1. Welcome Program




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


1. Welcome Program




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


1. Welcome Program




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


1. Welcome Program




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


1. Welcome Program




5. Lapsed Customer

6. Post Sale

Abandoned Cart

Post Sale

Say “Thank You”

Enhance the OOBE

Upsell and cross sell


1. Welcome Program




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

Let’s Talk More...

[email protected]@briggsbrandon

IRCE Booth #653

Q & A

THANK YOU!