#B2B2016 THE DIGITAL FUTURE OF BUSINESS BETWEEN COMPANIES ModelS, best practiceS AND SOLUTIONS FOR B2B COMPANIES First Edition t
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#B2B2016
#B2B2016
THE DIGITAL FUTURE OF BUSINESS BETWEEN COMPANIES
ModelS, best practiceS AND SOLUTIONS FOR B2B COMPANIES
First Edition
t
#B2B2016
industries
Aerospace
Automotive
Chemicals
Communication & Media
Construction & Trade
Education
Energy & Utilities
Engineering
Financial Services
Food & Drink
Government & Public Sector
Healthcare
IT & Technology
Manufacturing & Industrial
Oil & Gas
Paper, Print & Packaging
Professional & Comm. Services
Retail & Consumer
Telecommunications
Trasports & Logistics
S
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#B2B2016
THE DIGITAL FUTURE OF B2B
Online Marketing Lead Generation Social Media Email Marketing Content Marketing
BRAND E-commerce B2B Marketplace B2B
Role of agents Integration & digitalization
Mobile B2B
sales
Company areas and digitalization
Electronic invoice Dematerialisation of documents
ORGANIZation Contact & loyalty
relation
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#B2B2016
ONLINE brand promotion B2B
FULLY DEVELOPED
PARTIALLY DEVELOPED
NOT DEVELOPED
36% 40% 24%
✔ ✖A
#B2B2016
MARKETING B2B
119 € ACQUISITION
COSTS
19% SEO
14% KEYWORD ADV
13,5% EVENTS & TRADESHOWS 13%
12% CATALOGUES & PRINTED MATERIALS
10% SPONSORSHIPS & AFFILIATIONS
7% SOCIAL MEDIA
3% DISPLAY ADV
2,5% DIGITAL CONTENT
2% PR 1% TV/RADIO/ PRESS
OTHER 3%
s
✉B
É
0
:h
a
W
F
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LEAD GENERATION
Display adv
Digital content
Catalogues
PR
Tv/Radio/Press
Sponsorships & aff.
SEO
Social Media
Keyword Adv
Events & Tradeshows
s
0
✉ 55%
45%
42%
37%
35%
29%
27%
25%
15%
5%
5%
É
:
Bh
a
W
#B2B2016
EMAIL MARKETING
Display adv
Contenuti digitali
Cataloghi
PR
Tv/Radio/Stampa
Sponsorizzazioni & aff.
SEO
Social Media
Keyword Adv
Eventi & Fiere
Email ✉ 55%
45%
35%
29%
27%
25%
55% EMAIL MARKETING IS EFFECTIVE TO GENERATE LEADS
[
OF MARKETERS THINK EMAIL MARKETING IS FUNDAMENTAL FOR THEIR BUSINESS1
[
73% § MEDIUM-LONG TERM STraTEGY
§ INFORMATIVE Call to action
§ RELATED TO PURCHASE
JOURNEY
✉ Email marketing content
1 Fonte: Salesforce, 2015
#B2B2016
SOCIAL MEDIA
SATISFACTORY DIFFICULT UNSATISFACTORY
24% 59% 17%
8 8?
Social media have low impact on sales or they are not relevant for our
business
We found the activities which increase sales
and are relevant for our business
Social media impact on sales is difficult to
measure
#B2B2016
SOCIAL MEDIA effectiveness
LinkedIn Facebook YouTube Twitter Instagram Pinterest Google + Flickr Foursquare Other
F >
•• very effective
Fairly effective
42%
37% 37%
21%
16%
5%
0% 0% 0% 0% t
#B2B2016
SOCIAL MEDIA: INVESTments
Maintain same investment
No investment
Decrease investment
Increase investment
37% "
43% ↑
18% Ë
2% ↓
F
#B2B2016
CONTENT MARKETING
SOCIAL MEDIA CONTENT
CONTENT MARKETING IS KEY TO TURN LEADS INTO SALES.
WEBSITE CONTENT
WEBINAR MICRO WEBSITES
SOME EXAMPLES OF B2B MARKETNG CONTENT: a
a7 i✔ @
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#B2B2016
SALES CHANNELS
WEBSITE MOBILE SITE & APP
MARKETpLACE SALES AGENTS
WHOLESALE & DISTRIBUTORS
DIRECT SALES
E-PROCUREMENT
78 6
5
! iX
Y
Ä
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E-commerce b2b
7iSHOPPING EXPERIENCE
EASY NAVIGATION
CATALOGUE ORGANIZATION
DETAILED PRODUCTS DESCRIPTIONS
EFFECTIVE MANAGEMENT OF USER’S ACCOUNT
FREQUENT UPDATES
FEATURES OF THE BEST B2B e-commerce WEBSITES:
✔
✔
✔
✔
✔
✔
✔
#B2B2016
SALES ON marketplaceS
✔
✖
36% SELL ON marketplaceS
64% DON’T SELL ON MARKETPLACES
Ä
#B2B2016
ONLINE SALES: FACTORS
Product configuration
Payment methods
Support during shopping
Design and usability
Convenient price
Product presentation 67%
46%
40%
31%
15%
17%
$p
Ø
7
%
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Channel conflicts
There is an actual conflict between channels
Channel conflicts are present
The conflict between channels is not relevant
Channel conflicts are not relevant
There is no conflict between sales channels
45%
Channel conflicts Are not present
33%
22%
31% CHANNEL CONFLICTS
HAVE BLOCKED OR SLOWED DOWN THE
ACTIVATION OF E-COMMERCE
[
#B2B2016
MOBILE b2b
6
5LEAD GENERATION
SUPPORT TO AGENTS
SALE OF ADDITIONAL SERVICES
AFTER PURCHASE ASSISTANCE
OTHER
63%
53% 21%
18%
15%
#B2B2016
MOBILE b2b: INVESTMENTS
MAINTAIN SAME INVESTMENT
NO INVESTMENT
INCREASE INVESTMENT
35% "
48% ↑
17% Ë 5 6
DECREASE INVESTMENT
0% ↓
#B2B2016
#B2B2016
CONTACT TOOLS
Email & DeM 89%
41% PHONE
✉
!41% AGENTS
11% OTHER
PROMO & DISCOUNTS
37%
11% MAIL
5% 5
0
✉
#B2B2016
#B2B2016
ORGANIZATION: IMPACT OF DIGITAL
22% i78% SALES
ORDER MANAG.
10% ACCONTING
11% logisticS
#
11% Customer
Service
67% MARKETING
06%
CATALOGUE MANAGEMENT g
0
&
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#B2B2016
B2B trendS
E-commerce & self
service
B2B SALES WILL MOVE TO ONLINE CHANNELS AND TO SELF SERVICE MODELS
b2B copiES FROM B2C
B2B COPIES B2C BEST PRACTICES
Marketing automation
WILL ALLOW A BETTER CUSTOMER PROFILATION AND COMMUNICA- TION
Geo- location
SMARTPHONE LOCATION FOR BOTH SELLERS AND CLIENTS
Content consistency
CONTENT CONSISTENCYTHROUGH DIFFERENT CHANNELS AND TOUCHPOINTS
7i B2C s X
Y0 o5 a
#B2B2016
DIGITAL EVOLUTION OF B2B
OPPORTUNITIES
DIGITAL EVOLUTION
CRM
Lead generation
PROCESS EFFICIENCY
DIGITAL TOOLS FOR AGENTS
5 6
EXPANSIONS TO NEW MARKETS
Y
Disintermedia-tion
RELATION WITH FINAL CUSTOMER
Automation of services
New BUSINESS & innovation
g
RESERVED WEB AREAS 7
ħONLINE SALES B2B
i7
V
ONLINE BRAND DEVELOPMENT 9
.
j
CONTENT & SOCIAL MARKETING
ļéĴ
d
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#B2B2016
BUSINESS models
Resale Product or service sold by the distribution chain
SUPPORT COMPONENT Product or service given to companies to improve their work
Product or service integrated in a product that is sold to the final customer
mo
de
l fo
cu
s fu
tur
e
Margin saleability
expertise price
Innovation price
the producer must encourage the final customer to choose the product and get the control of the relation
KEEP THE EXPERTISE AND Tie the relation WITH client companies
NOT TO get CRUShed by THE CHAIN, for example by ENHANCING THE COMPONENT TO THE final CUSTOMER
a X
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Mainly towards b2c customers. B2b only inside the distributors’ channel.
Towards B2b only.
Towards B2B. In some cases (ex. Goretex, intel) to final customers too.
a XResale model
Support model
Component model
0
#B2B2016
Focus on b2c Focus on b2b Focus on b2b
a XResale model
Support model
Component model
a
#B2B2016
easily accessible distribution chain. Some operators provide the final customer lead service to the distributor.
large number of companies to contact. identify people in the company that can make the purchase decision.
CUSTOMERS search PROACTIVEly. ENSURE THAT THE BRAND AND PRODUCTS ARE EASY TO FIND.
a XResale model
Support model
Component model
#B2B2016
Systems to improve negotiations (ex. Esprinet) or support the sale of complex solutions
Systems to present the product or services and integrate it into the final customer’s needs
Systems for the optimal integration or the definition of the exact specifications for the client
a XResale model
Support model
Component model
#B2B2016
Automate buybacks to improve distributor’s margin. If you sell in multiple countries with different prices distributors could start selling online in other countries.
Provide information about the product or service to turn leads into sales. Provide assistance and focus on the long term to maintain existing customers.
The first sale is complex, but the following ones can be automated. online buyback improves margins or the possible discount.
a XResale model
Support model
Component model
7i
#B2B2016
The online warranty extension or the sale of spare parts allows to acquire the final customer’s contacts.
No contact No contact
a XResale model
Support model
Component model
g
#B2B2016
Download the reports www.casaleggio.it
Linkedin group
E-commerce in italy
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FacebooK facebook.com/Casaleggio.Associati
slideshare slideshare.net/casaleggioassociati
twitter @casaleggio
linkedin Linkedin.com/company/casaleggio-associati F
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Consultancy for the definition of the online strategy [email protected]
#B2B2016
#B2B2016
The digital future of business between companies Models, best practices and solutions for b2b
companies
t
www.casaleggio.it/en/b2b
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