Not all heroes
wear capes.

In this rapidly changing world of B2B eCommerce,
heroes are ready to roll up their sleeves and perform
miracles to seize control of the market, beat
the competition, and delight their customers.
The digital revolution has created a significant
opportunity for B2B businesses. In this exclusive
publication, Magento has consulted a panel of B2B
superheroes to help you navigate your own digital
transformation, and become the digital H.E.R.O. of
your organization. You’ll find out how to:

Influence Buying Habits

Reduce Expenditure

Grow Revenue

Create Opportunities

4 Key Ways Merchants Can Stay Competitive and
Grow Their Businesses (Magento) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

5 Considerations for Moving Sales Models Online:
Before You Build Your Roadmap (Classy Llama) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Your B2B Commerce Platform Checklist: Focus on Efficiency,
Growth, and Profitability (i95Dev) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Considerations, Functions, and Goals for Your First Release (Vaimo) . . . . . . . . . . . 14
11 Obstacles to B2B Business Growth (i95Dev) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
How to Establish Behavior-Based Segments (Inviqa) . . . . . . . . . . . . . . . . . . . . . . . . 20
3 W’s of Buyer Segmentation (Inviqa) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

eCommerce and ERP Integration is Not Your Foe:
An Open Letter to the B2B Sales Team (i95Dev) . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

6 Actionable Steps for Building a Digital Journey (Inviqa) . . . . . . . . . . . . . . . . . . . . 28

7 Key Considerations for Merchants Going Digital (Redbox Digital) . . . . . . . . . . . . 30

How to Empower Developers (Creatuity), (Gorilla Group) . . . . . . . . . . . . . . . . . . . . 32

6 Tips for Winning B2B Buyers (Temando) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34

5 B2B eCommerce Campaigns to Engage Along
the Path to Purchase (dotmailer) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

How to Overcome B2B Digital Transformation Challenges
From Strategy to Supply Chain (i95Dev) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41








the co m m erce need s o f m id s i ze B2B co mpa n i e s a n d eval ua te s B 2B c omm erce suite provid ers are exp lo red . and even expand into selling directly to their end “We’re seeing a wave of global demand as consumers: more B2B companies adopt digital strategies driven by the desire to meet heightened client 1. Magento C o m m e rc e was na me d a l e a de r. as the “ best fit for mid-sized B2B companies that want an open. them to purchase 24x7. and 74 percent say buying from a experiences that B2C offers. self-service experiences B2B buyer preferences are changing. track new orders. “ T h e Fo rre s t e r Wave™ : B 2 B C o m m e rc e S u i t e s Fo r M idsi z e Organ i z a t i ons. both self-service and full-service purchasing CEO of Magento Commerce. Q 3 2 01 7 ”. view 5 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . According to Forrester/Internet Retailer research supports this. 4 Ways B2B Merchants Can Stay Competitive AND GROW THEIR BUSINE S SE S I n t h e n ew re p o r t f ro m Fo r re s t e r re s e a rc h .on e c l oud sol u t i on wi t h a full set o f B2 B and B2 C functio nality. Forrester’s options.” said Mark Lavelle. feature-rich solution that can b e exte n d e d e asi l y an d i nexpe nsi vely. The research firm cited the Magento platfo rm .i n . as well as website is more convenient.” W H AT THIS M E ANS FOR They recommend that B2B companies look for commerce solutions that support the following B2 B MERCHANTS 4 key capabilities to stay competitive. They want across multiple channels. This means they’re expanded inventory fulfillment options looking for self-service buying tools that enable and assisted sales alternatives. noting that B2B B2B Buyer research. F ULL-S P ECTRUM S ELL I NG expectations and the need to differentiate through personalized. 53 percent of these buyers companies are finding that their customers will make half or more of their work purchases now expect the same seamless buying online by 2018. an a l l .

decision making and deeper understanding of their customers and business. Commerce solutions must be cloud- promotions and make personalized product based and flexible to meet rapidly changing recommendations for different customer groups. To meet rising expectations. Google Analytics. they can easily share and troubleshooting issues with orders insights with colleagues for more data-driven started online. needs and to accommodate new innovations. this comprehensive view. B2B companies should have access to without having dashboards and easy-to-use business intelligence to talk to a sales rep (60 percent said they’d prefer tools that non-technical team members can not to speak with a sales rep). currencies. and content. B2B companies should also platform. when easily use. AGI L I T Y A ND FASTER TI M E-TO -M ARKE T Personalization is key to driving sales and enhancing the shopping experience. decision making. tax policies out-of-the-box. PE RS O NA L IZ ED D IG ITA L C O MME RC E E X P ER IENC E S 4. underutilized asset. pricing. and promotional updates. B2B companies need to run targeted acceptable. but also allows them to sell to customers so they see their negotiated products both businesses and consumers from the same and pricing online.DR I V EN M ERC H A NT TO O LS platform as new solutions emerge.) and from multiple channels to creating orders for customers. and 60 percent of them cite the ability to make faster decisions as the key 6 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . recommending get a complete picture of their business. Wave™: B2B Commerce Suites For Midsize 87 percent of marketers consider data their most Organizations. languages. and easily integrate technologies to enhance their core eCommerce 3 . B2B companies For more of Forrester’s insights on B2B commerce need tools to access and analyze data for better and their evaluation of Magento Commerce. even for Years-long implementations are no longer B2B. Flexibility will also help B2B merchants prepare for these campaigns with tools to easily easily expand to new markets with the ability to stage. According to a report from Teradata. DATA. and understand. they must provide custom catalogs support multiple B2B selling models with native and pricing to individual customers or groups of functionality. high-touch service. and download a complimentary copy of “The Forrester automation. and manage their credit benefit. greater personalization. quickly responding to quote requests. Q3 2017”. preview and schedule product. These capabilities include Magento. etc.their order history. However. reps will need will give them the ability to integrate data from assisted selling capabilities so they can deliver multiple sources (ERP system. And to ensure a seamless experience across Built-in flexibility enables merchants to not only channels. This they do want to speak with sales. customize. support multiple sites. 2. With products.

WHAT I S THE ROL E OF YO U R WE B bu t one u ni f yi ng factor to consid er is S I TE I N YO UR SAL E S P RO C E S S? t h a t B2B bu ye rs now ex pect an online ex p e ri e nce as s eamless as B2C. bu y t he m fro m .o nl y. who to reseller buy-in. q u e st i o ns yo u ’ l l want to answer b efore yo u categories. but o n Cla ssy L l am a ’s many years of B2B don’t allow buyers to purchase online. a t w h e re yo u wa nt to b e relative to yo ur Sometimes the same site may offer different c o mp e t i to rs i n three yea rs time. o r a hy b rid a pproach. 7 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . For instance.m ak i ng process online. or you’re bound by agreements a lot of se ns e . Think of a ex p e ri e nce . site like this as a search engine-friendly catalog site that generates leads for offline sales. or b oth. Below a re Your answer to this question will drive your overall s o me qu e st i o ns a nd recommend a tions fo r strategy. or customer groups. but only for I t re qu i re s a t horough rev iew of your logged-in users with accounts with an assigned c u rre nt pract i c es. bu i ld a ro adm ap. More b uyers star t thei r with distributors. and a stra teg ic loo k sales representative or account manager. You M ov i n g fro m an offline-only sa les model to might go this route if you have highly customized o n li n e. Here a re 5 levels of functionality for specific brands. However. eithe r consumers to a store locator–a great feature for by i d ent i f yi ng p rod uct s to b uy. this t ra n s i t i o n i s a big one for a ny organiz a tio n . some B2B websites feature m ov i n g yo u r o ffline sales to online. Some B2B sites are fully transactional. makes offline pricing. Perhaps you want to funnel d e c i s i o n. 1. 5 Considerations for Moving Sales Models Online BEFORE YOU BUILD YOUR ROADMAP Pre s e n ted by Classy L l a ma T h ere’s no o ne r ight way to d o B2B e C om m e rce t hat wor ks for a ll compa n ies . b a s ed a complete catalog with rich product content.

and is it publicly documented? Can files be This can be a tricky conversation in many imported and exported in an automated fashion? B2B organizations. and learn platform that supports it. you’ll need a Talk with your sales organization. The who have negotiated specific price books. Would those reps like to have the time to nurture their existing relationships. specific pricing is a requirement. and even expect to see real-time inventory availability. H O W D O YO U E N G A G E YO U R with your existing vendors to see how they SALES TEAM? integrate with other systems. website could help them accomplish those goals Replicating a complicated set of contracts online by removing some of the time-intensive and can seem like a daunting task. We encourage the continuous monitoring and 4. WH AT O T H E R SYS T E M S P O W E R experimenting with your pricing strategy. which key data point is controlled by which system. Do they have an API. not replace P RI C I N G ST R AT EGY? them. it’s easy to see why the Classy Llama website. It may be advantageous how an eCommerce website can help them for you to not show pricing at all unless accomplish their jobs. they might feel threatened by a site that allows their customers to self-serve. If your sales reps site that services both consumers and resellers on are primarily order-takers. W H AT ’ S YO UR O NL INE site should empower your sales team. customers are logged in to their account. accounting suites.Check out this great example of a Magento B2B they’ve employed for decades. customer group pricing. Traditional offline sales Can they recommend trusted vendors middleware teams often view eCommerce as an expensive to bridge the gap to Magento? distraction from the tried and true methods 8 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . and spend more time finding new grown organically over the years. repetitive tasks that consume their workday. Your eCommerce 2. Often the implementation partner can help extend the master record for that data lives in one or more functionality of Magento to handle virtually any of those other systems. and shipping information. so if customer. including quantity and tier-based order to sell effectively online. You’ll need to map out pricing model. parts of a Magento project are the integrations It’s important to keep them aligned! with back-office systems including Enterprise Resource Planning (ERP). contract customer-specific pricing.com. we know that the most complex prices offered by their ‘creative’ sales team. In natively. A Magento pricing. cross-sell You might be inheriting a pricing structure that’s and up-sell. with customers opportunities? The answer should be yes. classylama. and have some preliminary conversations 3 . your customers pricing. and Magento can support most B2B pricing models Product Information Management systems. YO U R B U S I N E S S ? Many companies “set it and forget it” and their online pricing strategy drifts apart from the At Classy Llama.

The future of B2B business is eCommerce. but what about like connecting a trailer to a moving truck. Technology can save you money. “CM5141-EA_GUN.To see an example of a custom ERP integration Not all B2B merchants rely on SEO to drive Classy Llama built to power a rich B2B experience. You’ll need content early phase of drafting a strategic roadmap. technical specifications. lead consultant at Classy Llama.” If you’re going to sell online. efficient. or will they or Warehouse that exists separately from other find a competitor? departments. To get you started we recommend this guide to SEO for product pages. and persistent! Starting a new a content site that works well when someone channel for an established business can feel searches for your company name. with technology vendors. do you know Magento site. nobody will ever know it’s there.com. You may have Be curious. increase your reach. because they don’t want to compete with OPTIMIZATION MATTER TO YOU? their retailers. traffic. It’s connected to every level of your entire business. or SEO. digital experiences sense to shoppers instead of just product IDs. and are you showing up? One big reason to build an eCommerce site in the first place is to W H AT ’ S N E X T ? get your catalog crawled and indexed by search engines like Google and Bing. your products? When a potential buyer starts the eCommerce isn’t a department like Accounting buying process. clicks. what’s the purpose of the site? Without marketing and advertising. images. Instead they use paid advertising. especially during the to help buyers find your site. If for your products beyond SKU & price-rich you know what you need before you engage descriptions. How do customers find your Classy Llama grew Questmark Flooring’s online business today? Your customers are researching B2B sales by 600% by building an SEO friendly products and vendors somewhere. for will only increase as the next generation of buyers example. Whether SEO matters to you or not is rolled up in the very first question we asked: Building a useful site is only half the battle. your RFP (Request For and user-generated content like reviews. “Dual Cartridge Caulk Gun” instead of move online. and drive higher revenues. methods like tradeshows and mailers. Most Proposal) experience will be that much smoother. 9 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . is one way in outside consulting. you’ll need human-readable product data to get So it’s time to start planning. or don’t want to show up on search engines in the first 5. Written by Aaron Sheehan. It may be useful to bring Search Engine Optimization. search engines reward original. useful content and will penalize duplicate or misleading content. and the Your products will also need titles that make demand for smooth. Check out our case study! where. will they find you. DOES SEARCH ENGINE place. offline check out our case study about GAHH.

s uc c es s . GROW TH. could have. and won’t have. should have. 10 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . what do you wish to achieve. Prioritize your requirements using the MoSCoW model: Must have. G E T TING YOU R PROJECT STA RT ED C ON SI DE R AT IO NS C OM M ENT S Identify your Objectives: How would your business benefit from an eCommerce approach. o p t i o n s ava i l a b l e . With so many platform step in yo ur B 2 B c o mmerc e stra teg y. and how will you measure the ROI? Determine Key Customer Requirements: Talk to all stakeholders to identify and document the key requirements of your eCommerce store from the customer’s perspective. AND PROFITABILIT Y Pre s en ted by i 9 5Dev T h e B2B e Co m merce ma rket is grow in g To help your business make an informed a n d i s expe cte d to rea ch $ 12 trillion by d e c i s i o n . Wi t h i nc rea sed dema nd. c h o o s i n g t h e b e s t Levera ge th e ‘C o n s idera tio n s ’ a n d e C om m e rc e pl atform for your b usine s s ‘C o mmen t s ’ to c rea te a bl uep rin t fo r n e eds c an be cha lleng ing. and shipping and fulfilment.l eve l 2 0 2 0. Consider mobile responsiveness. Your B2B Commerce Platform Checklist FOCUS ON EFFICIENCY. we c o m p i l e d a h i g h . customer experience. there a re c h ec kl ist to h el p yo u ta ke th e n ext increased options.

the systems to integrate. and won’t have. should have. Consider the workflows. Generate a Budget: Identify the budget you are willing to spend on an eCommerce project. Pay Attention to your B2B Requirements: Pay close attention to your B2B requirements and identify if the platform meets those requirements. 11 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . The B2B eCommerce market is growing and is expected to reach $12 trillion by 2020 FIND ING T H E RIG H T PL AT F O RM C ON SI DE R AT IO NS C OM M ENT S Do Your Research: Identify what eCommerce platforms are available that meet your requirements. Prioritize your requirements using the MoSCoW model: Must have. could have. Identify what needs to be done in-house and what can be outsourced.Determine Key Business Requirements: Talk to all stakeholders and identify the key requirements of your eCommerce store from the internal stakeholder’s perspective. Assign Responsibilities: Identify who will be responsible for the project execution and ongoing maintenance. and skills required. including implementation and maintenance. Remove eCommerce platforms that do not meet your B2B requirements.

are there any existing connectors available? PICKING THE BE ST V ENDO R F O R YOU R BU S INE S S C ON SI DE R AT I O NS C O M M ENT S Research Vendor Options: After you identify the key platforms. but more in the long run. Determine Integration Requirements: As with B2B requirements. Consider Total Cost of Ownership: Do not be swayed by the cost of the eCommerce platform alone and instead. who else should you contact. features. identify top vendors who can help you with implementation for each platform. workflows? Identify Infrastructure Requirements: Is the eCommerce platform hosted on the cloud ordoes it require a hosting space? What works best. cost. etc. dedicated or shared hosting? This has a huge impact on whether you need support in-house. If yes. 12 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . spend the time to identify the total cost of ownership. If yes. what elements of the platform are customizable–design. Some platforms cost less in the beginning. additional requirements like PCI compliance.Determine Extensibility and Customization: Identify if the platform is extensible and if it can be customized. identify if the eCommerce platform can be integrated with your other systems.

Check if they have the experience in delivering similar projects in size. escalation matrix. Ask for references and talk to businesses about their experience working with the vendor. industry. Learn About Their Delivery Model: Find out the vendor’s delivery model and if they work locally or if they outsource.Compare Strengths and Experience: Check and compare the strengths of each vendor. process for raising support requests. and requirements. What is their availability. Understand the Support Structure: Check the vendor’s support structure. If they work away from where you are located. check if they can travel to meet you when required. and cost? 13 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K .

P UB L I S H M I NI M UM VI A BLE deliver a seamless P RO DUCT E ARLY AS P O S SIBLE customer-centric USE USER TESTING FOR FEEDBACK experience. integratio n s . and keep improving that’s where the money lies. t h a t ’s whe re t he money lies. B2B ha s ver y little ro o m keep the project group small fo r f irst l au nc h mista kes. to TRANSFORMATION: h ow we wo u l d like to work with our c li ent s. and prior ities a n d the bu s i ne ss case will b e much cl ea rer. I t ’s nat ura l to get swallowed up 1. key segments Ch o os i ng a we l l-proven B2B pla tform w ith a n expe ri e nc e d pa r tner is key. Functions. test. 2. systems a nd employees. and Goals FOR YO UR FIRST RELE A SE Presented by Vaimo La unc hi ng B 2B Commerce is of ten a c h a nge i n t he core b usiness model of ma ny HERE ARE CRITICAL CONSIDERATIONS B 2 B co m p ani e s. • Analyze. • Create phases and backlog from the beginning “if w e m anag e to 3. but Co mp are d to B2C . Considerations. Sta r t with th e • Challenge current ways of working to avoid un-necessary customization and complexity Cu sto m e r Jo u rn ey in mind .” 14 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . KEEP THE S C OP E M ANAGE ABLE • Start scoping from the discovery and repeat often. This spa ns d epar tmen t s . so it’s a ma tter • Create user journeys and personas for chosen of gett i ng t he b asics right. NEED THO ROUG HLY wor kfl ows and so for th — b ut what re a l l y • Ask questions until you understand the need ma tte rs i s i f we manage to deliver a and how to fulfil the need s ea ml e ss cu stomer-centr ic ex per ien c e. UNDERSTA ND THE BUS I NE S S by t h e c o m pl exity of d a ta . the first t ime. TO HELP ADDRESS DIGITAL s er v i ce s . • Collect information from key stakeholders.

M A KE BUYI NG E ASY Step one is to do the same order digitally as in your existing sales channels. NEED F OR S P EED THE BUYER EXPERIENCE 4. If the customer is 5 . MORE COMPLEX PROCESSES THAT • Different payment methods ARE NEVER IDENTICAL • Credit limits • Pricing models • Different order processes • Availability • Punch out • Consignment stock • Drop ship • Multi-warehouse • Back orders • Complex product structures • Internal tools • Product configurators • Customer service • Custom options • Sales • Rich product information • Tools for resellers • Attachments 6 . and • Customer structure and user roles digital signature of contracts. CUSTO M ER I NS I G HT A ND • Links to external product info M ARKE TI NG ACTI VI TI E S • Videos • Analytics • 360/3D images • BI tools • Catalogues • Marketing automation tools • Advanced configurable search 2. from invoices. B2B “ S P ECI F I C F E ATURE S ” used to custom pricing. RMA handling. Self-Service is also a growing trend for B2B commerce. LESS CUSTOMERS. special discounts on • Quick order possibility shipping or bargaining on the price — companies • Requisition lists should deliver the same experience on all • Quotation tools channels.MUST-HAVE FUNCTIONS TO GUIDE 3. • User identification • Customer service B2B eCommerce differs from B2C in many ways: • Personalized offering and content 1. HIGH VOLUMES • Different demands for performance and features 15 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K .

Get it into a needs and functional benefits to support structured format. that you have a data owner to keep it current SAL E S R E P S C O M M IS S IO N RE A LTI M E VI EW O F ORDERS Consider how to attribute sales in the new model A ND STO CK and handle sales team concerns over lost revenue Ensure line of business systems are integrated to to the online channel. product availability.Keep top of mind the considerations of the STRUCTURED DATA shopping experience. S I N GLE VI E W O F C USTO M ER Ensure that front line staff are enabled to serve customers effectively through a consolidated view of stock. and so on. Ensure a differentiated strategy in terms of pricing and product range is established for the direct-to-consumer channel that allays fears of revenue dilution with the channel partners. Complex customer pricing — can you simplify? Customer service setup — consider how customer interactions and expectation will need to change to handle inbound queries and livechat. distributors. enriched for online and ensure how your customers buy. customer interactions (irrespective of channel). and wholesalers over pricing strategy. 16 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . the online experience by displaying customers’ assigned sales rep into the account functionality and give sales reps the ability to create quotes. build sales reps into ensure integration to offer one source of the truth. Also. proposals and orders CH A N N E L C O NF L ICT Going online provides the opportunity for B2B organisations to sell direct to the end customer. and the unique Your product data is your IP. and orders. This can cause conflict with resellers.

Omnichannel experience is what customers 2. Assuming your competition is be trained to leverage the power of eCommerce to still operating with legacy platforms can be a increase conversion and drive sales. adopted) the best and most advanced technology P L AN N IN G revamping their entire business. major mistake that a number of B2B businesses For example. WO R K I N G W IT H T H E W RO NG Pasternack. and Haas Automation have completely EC O MME RC E V END O R changed the game for their competition by leveraging technology to drive B2C-like B2B and B2C eCommerce have their differences. N ow. Fisher Scientific. so identify all channels you can engage and build a strategy that considers how With so much at stake. so choose an eCommerce vendor that understands and has experience with B2B 3. They are adopting (if not already 17 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . a n d f ro m o rd e r fu l f i l m e n t t o b u i l d i n g a re l a t i o n s h i p w i t h customers. From our experience of working with B2B companies across industries. Nothing is worse than working with a I N I S O L ATI ON company that does not know enough about your business to help you succeed. For example. 11 Obstacles TO B2B BUSINE S S GROW TH P re se n te d by i9 5 Dev In th e B 2 C wo r l d. B2B eCommerce does not work in isolation. THI NKI NG A B O UT EC O M M ERCE businesses. huge mistake. field sales representatives will need still commit. 1. experience in B2B eCommerce. A maz on an d e B ay led the charge in a d ig ital revo lutio n. e C o m m e rc e i s p e r m a n e n t l y a l t e r i n g t h e way B 2 B b u s i n e s s e s wo r k— f ro m c u s t o m e r a c q u i s i t i o n t o c u s t o m e r re t e n t i o n . ignoring competition is a these multiple channels interact with each other. e C o m m e rc e h a s s e t i t s s ig h t s o n B 2 B . we have curated a l i st o f 11 m o st c ommon obst a c l e s to B2 B eCo m m erce success. B2B merchants like Grainger. I GN O R I N G YO UR C O M P E T IT IO N expect today.

from slow site speed. 5 . and no personalization options. customers. NOT ENO UG H C ONTENT Don’t ignore the integration needs of your Be it B2B or B2C. product business and products. recommendations. in a bid to keep their competitors from modern features. SEO is one of the most critical aspects of your I MPL EMEN TATION eCommerce store. to lack of Also. but prone to errors. While sometimes required. and more. and order history display. user experiences. appropriate use of HTML tags. content is KING. Your eCommerce store only your SEO to helping customers make informed covers the front-end needs of the businesses buying decisions. using alt attribute for images. content including blogs. so your website you should also invest in relevant marketing needs to integrate with systems like accounting. if not pages.4. and order is placed. For example. Which means decreased visibility for your including features like custom pricing. prying. and inventory 7. experience as any B2C eCommerce store. from improving eCommerce system. pricing. N OT C O N S ID ER ING INT EG R ATI ON 6 . You should go beyond the and there is so much more that happens after an traditional text and basic image content. and not scalable. OMS. F O RGE T TI NG S EO between systems. and CRM to automate syncing information like orders. results. they will never appear in their search better. “Content is KING” 18 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . Your mistake. the traditional using this as a blanket rule are making a huge B2B eCommerce stores need to adapt. If search engines cannot index your B2B eCommerce store must offer similar. businesses modern B2C eCommerce store. IGNORING CUSTOMER EXPERIENCE using the right keywords in your landing pages. and there are a few ways you can set yourself up for success. ERP. incorporate other content types like videos. and social media. including Meta B2B eCommerce stores are notorious for bad content. some B2B businesses keep their pages With consumers’ expectations shaped by the hidden. Manually entering data is tedious.

new product launch Don’t limit customers to the traditional payment emails. To be effective. FA I LURE M A I NTA I N A ND you. Advanced analytics will help you P O ST IMP L E ME NTATION identify what is working and not working for your business. N OT E N G AG ING C USTO M ER S your marketing and sales activities. 19 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . We see many B2B business either not collecting site data or not leveraging what they are collecting. and more. Allowing customers to pay online means they can shop when and where 10 . removing one more barrier to making the sale. it is important to monitor your eCommerce store. and incorporate feedback from stakeholders to continuously improve the setup and stay relevant. With digital automation tools.8 . doesn’t mean your customers don’t want to interact with 11. any some businesses launch their eCommerce store and forget about it. Just because they’re shopping online. and exciting offers. As your sales team knows. N O O N LI N E PAY O PT IO N after the sale is made (and even if the sale is not made) with how-to videos. customize 9. NO A DVANCED ANA LY TI C S they want. driving customer I M P ROVE SYSTEM S engagement can play an important role in driving customer loyalty. with far less time and methods such as credit limits and purchase effort than previous manual processes. discover new trends. apply patches and upgrades. orders if you don’t have to. eCommerce is not a one-time effort and only sustained efforts can drive benefits that businesse desire. B2B eCommerce projects are often intense your teams can keep consumers engaged even and resource consuming. build new customer engagement strategies.

They can frequently contain a range of business Once you are clear about your objectives. What are you trying to achieve? This will be When selecting both the platform and partner. and why ? And how did they f i n d yo u r s i t e a ny way ? T h e s e a re t h e i m p o r t a n t q u e s t i o n s t h a t eve r y B 2 B m ercha nt n eed s to ask . your web store must segment the custom er b a sed on th ei r beh av i o u r. This can dramatically reduce cost and IN T HE E ARLY STAG E S O F YO U R B 2B increase profitability across the wider business. project objectives within B2B organisations eCommerce to be a portal for the end-user.’ These capital investment required to fund this technical objectives often centre around streamlining: think development. partner to consider the wider opportunities within the business. reduce the burden on call centres. should start to compile a business case for the on top of a desire to simply ‘sell more. How to Establish Behavior-Based Segments THE MUST-HAVE FEATURES IN EARLY B2B ONLINE STORE RELEASES Pre s e n ted by Invi qa Who are your customers? What do they want. O RG ANI SAT I ON ’ S D IG ITA L J O U R N EY. YO U S HO U LD: An eCommerce replatforming project offers the opportunity to review how your business E STA B LI SH YO UR O B J ECT IV E S leverages technology across all departments. customers. H e re ’s w ha t yo u ne e d to k now a bo u t e st ablishing beh av i or. and to achieve B2B success. and free that department to focus on higher value 20 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . how customers could ‘self-serve’ using digital channels. Eve r y c u sto m e r ha s a d i ffe re nt jo u rney to check-out. you process re-engineering and efficiency objectives. and not simply view B2B Often. can be broader than pure revenue targets.b ased s eg m e nt a t i o n. important when it comes to selecting the an organisation should invite both vendor and software on which to build your platform.

UN DE R STA N D YO UR C USTO M ER S Remember that the fastest and cheapest way Designing your solution without a clear to test your hypothesis is to get the simplest- understanding of your audience will leave you possible solution (or ‘minimum viable product’) with flawed digital experiences and frustrated out there and start learning. If you’re new to eCommerce. The nature of your market impacts your options. any digital initiative. demand high-quality. demand a fast time to market. and cultural fit. Consumers have come to accordingly in a longer-term scalable solution. Having a poor online offering will reflect badly CHOO S E YO UR TECHNOLO GY on how people view your business and could PA RTNER CAREF ULLY affect your wider performance. This will help to uncover the business cases. and reducing their eCommerce project to a list of assess their ‘journey’ to checkout. This allows fixed requirements. CAPAB IL IT IE S ARE C OMMON If digital is new to your market sector. efficient online experiences. we caution B2B organisations against use your website. Then. It’s far more valuable to you to fine-tune this experience in future phases. think about strengthen your business case and invest customer expectations. It gives you a you make should be informed by your business clear focus and argument for why this project is objectives. which is why we always recommend important to the company. use agile techniques like impact mapping to and provides you empirical evidence for future map user journeys. Learn how customers At Inviqa. search for products. but every decision crucial element at this early stage.BU I LD A U SE CAS E I DENTI F Y YOUR O PTI O NS This will develop and evolve as you gain more Deciding which software platform to invest in information about your project. There are the business benefits in relation to the costs is a many different considerations. while sectors with high degrees of digital integration will present WH ICH REQU IREMENTS AND technical complexities. and why your fellow a thorough process of discovery before you start colleagues should support you in your work. consider a F OR B 2B MERCH ANTS DU RING multi-phased approach starting with a ‘proof of T H E F IRST REL E A SE? concept’ to test the acceptability of online sales with your customer base. industry experience. Being clear on for your first online store can be tricky. so do your Invest in a technology partner who understands due diligence. 21 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . You can then users. your business challenges. A fast-paced industry where customer and collaborative. and who will help you on your journey to develop and enhance your UN DE R STA N D YO UR C O M P E T ITO RS online sales channel. the process of deliberate. Base your partner selection AN D MA RK E T process on track record. and value-driven discovery should competitive demands change quickly will begin.

22 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . More orders are being placed on mobile devices. goals is essential for B2B brands that want to get it right. and enable the complete customer journey – from and in what volume. and track the progress of their content for commerce approach. This is a key feature as most PART ICU L ARLY A S T H EY REL ATE TO B2B retailers base prices on how long they have S ERV ING T H E B 2B BUYER? known the customer. Delivered mobile. convenient tools and services. your business will fall behind. but some platforms do not eCommerce is as much about offering easy-to- support these requirements. This will drive up repeat customers. and then to the better. Content is also key in helping B2B audiences and if your customers can’t use your webstore on make informed purchase decisions. even if that means ordering by SKU after-sale care and customer retention. order frequency. and order size. The quicker and easier it is. You need the ability Below are some of the more common features to give each customer a bespoke catalogue with found in early releases of a B2B online store: unique pricing. If a business can differentiate itself by making it simple for their customers to interact RE SPO N SI VE D E S IG N and transact. so you could end up use. CUSTOM CATALO GUE S in line with the re-engineering goals identified in The ability to control product catalogues and the project discovery. prices for individual customers is key when selling in a B2B environment. content should tell your brand and product stories in QUI CK O R DE R rich and engaging ways that drive and support This enables B2B customers to place repeat consumers through the purchase journey. placing orders on desktop computers is outdated. conversion Putting a strategy in place with KPIs and business rate. business customers. TI E R E D A N D NEG OT IAT ED P R IC ING WH ICH SIT E AT T RIBU T E S ARE MO ST Selling to B2B customers usually involves complex pricing – tiered and bespoke for CRIT ICAL TO A B 2B MERCH A N T ’ S example – to offer different prices to different C ONT ENT DEV ELOP MENT ST R ATE GY. successful B2B Magento B2B offering. or uploading an order sheet. they won’t lose that customer to a The idea of B2B customers sat behind desks. through to sale.features that will deliver the most business value. around your eCommerce proposition. price. and average order value. as it is about wasting money on custom coding. initial engagement. orders quickly and easily. This is a major benefit in B2B trading where customers regularly place A B2B organisation’s content needs to enhance repeat orders or know exactly what they need. Tiered pricing is a core part of the At Inviqa we recognise that often. rival based on price alone. how often they buy.

For example. for example. and pricing that outperform your offer. how did the user arrive on chances are the end customer is thinking and the site? Did they use a specific search phrase behaving as a regular consumer. Armed you can personalise their experience to help them with this knowledge. services. expecting or arrive from a particular email campaign? an Amazon-like experience that’s available 24/7. i. 2. time a user engages with your content. Taking this further you can add more signals together to try and predict the user’s If your B2B audience is SME businesses.e. THE ‘ WHAT & WHY ’ The beauty of online is that you can tell what Using past behaviour to predict a user’s intent. be it on a country or hyper-local level. you can dig deeper to towards their goal. TH E ‘ W H E N ’ 3. 23 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . 3 W ’ s of Buy e r Seg m e n t a t ion P re se n te d by I nviqa 1. T H E ‘ W H E R E’ Using a variety of techniques. they’re on. This gives us more specifics for our persona and more signals to consider. you can determine with some accuracy where someone is in the world. You could use geolocation to deliver specific content. you look at what understand how they’re behaving at different a user has done so far to anticipate the journey times of the day. intent. In so doing. they are likely to be swayed user objective. This information – much of which you can find These considerations are key: if it’s too hard or in Google Analytics – can clear the way to the inconvenient to use. by a competitor offering tools.


However. Conducting sales in a traditional B2B environment is never easy. navigating through decision makers. Many sales representatives consider eCommerce and integration as their enemy. and improve sales conversions. CRM.) to streamline their sales process. Staying motivated during those long sales cycles. They expect the sales representatives to do the same. Sales representatives can leverage eCommerce and integration (with systems like ERP. This includes technology like eCommerce store and automation like ERP integration. nothing can be further from the truth. drive customer loyalty. things are changing. Not convinced? Here is how eCommerce and integration can help you do more by doing less: 25 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . etc. However. sales people need to adopt new technology and use it to their advantage. Any sales representative can vouch for that. reduce sales cycle. Today’s customers do their research before they talk to a sales representative. To stay relevant in this environment.ECom merce an d ERP Integration is Not Your Foe: AN OPEN LETTER TO THE B2B SALES TEAM Pre s en ted by i 95 Dev DE A R B2 B PE RS ON. and customizing the sales pitch for each contact can be taxing.

order history. and back-end things. This is where an eCommerce ERP integration can be your most Allocation of a qualified lead within the sales reliable friend. happens if a sales representative leaves? What and finally convert a quote to an order. customers? Changing customer requirements a lot of back and forth happens between the and pressure to meet targets further complicate customer. With access to this. sales representative. imagine what business team to raise a quote. the move. In the traditional B2B scenario. order blood which is not good for a business. modify a quote. This If you analyze all lost opportunities in the past. creating a negative impact on helps businesses capture this information and customer experience and giving the customer an make it available to sales representatives on opportunity to contact competition. giving environment. to build a RE DU CE T H E C O M M UNICAT IO N G A P 360-degree view of a customer. This is why M ANAGI NG QUOTE S O NL I NE sales representatives spend so much time talking to customers. and close a sale faster than ever. avoiding any misallocation OF C U STO ME R and confusion. etc. Effective sales representatives know their REDUCE Q UOTE TO ORDER CYCLE BY customer like the back of their hand. sales representatives can manage all sales representatives and their can better nurture a lead.DE G R EE V IEW parameters and logic. PIM. often the most cited reason for a deal going bad–that’s communication between the customer STRE AM L I NE A LLO CATI O N OF LE AD S and sales representative. customer information. They can also set up decisions. and eCommerce and ERP integration. any mismatch can lead to a lot of bad product information. 26 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . etc. inventory availability. With an history and status. make informed commissions online. POS. administrators more. how much information Quotes are usually the first step in most B2B can you really remember and for how many transactions. or between the sales TO SAL E S REP RE S ENTATI VE S representative and backend team. setup can also be extended to include other you will realize that poor communication is systems like CRM. This goes a long way in helping them close a deal faster. However. For a B2B business. payment history. This happens to all the information they had about the communication dramatically lengthens the quote- customer? An eCommerce and ERP integration to-order cycle. rules to automatically assign leads to sales representatives based on a pre-agreed set of G E T A 3 6 0 . Given tight schedules and sales you instant access to accurate (and real time) targets. Sales representatives can now easily access information like customer information. The integration can easily convert team is a very sensitive subject in a B2B your eCommerce store to a sales portal.

These offline payment B2B eCommerce and ERP integration. The eCommerce and ERP integration helps businesses leverage these rules in the eCommerce system to calculate the best possible price for customers. The sales representative complicated process–with payments happening can also do this on the customers’ behalf. GI VE YOUR CUSTO M ERS F L E XIBILIT Y An eCommerce ERP integration moves this entire OF M ULTI P L E PAYM ENT O PT IONS process online. A transparent process can allow the customer can raise. a particular deal. realization. and Payments in the B2B industry is a long and approve quotes online. than on activities like price negotiations. modify. This problem gets aggravated further with the increase in the size of product portfolio and customer base. and up- selling. Generally. With via cash. This ensures complete transparency to customers enabling sales representatives to focus more on increasing order size. 27 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . view. a process methods negatively affect the liquidity of a that would traditionally take weeks can be easily company because of delays in actual payment be completed in few hours or faster. Often the confusion stems from B2B products’ complex pricing structure. cross-selling. track. and lack of information about margins and customer history. This not only reduces the time sales representatives spend on payment follow-ups B2B sales representatives often face the but also ensures consistency in businesses’ dilemma of whether or not to offer the customer accounting books for improved compliance. cheque. An eCommerce and ERP integration can simplify this by giving customers the option GI VE YO U R CUSTO M ER S T H E to view pending invoices and make payments BE ST DE A L online. etc. all the pricing rules (tier pricing) are managed in the ERP systems. approval hierarchy.

When selecting the platform and customer expectations. consider a multi-phased approach starting with a ‘proof 28 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . you diligence. project is important to the company. E S TA B L I S H YO U R O B J E C T I V E S 3. You will be assessed against those not simply view B2B eCommerce as the screen experiences. and experiences. efficient digital to consider the wider business opportunities. UNDERSTAND YOUR C OM P E T I TOR S A N D M A R K E T 2. and why your fellow colleagues should support the project. should start to compile a business case for your request for the capital investment required. Having a poor digital offer will reflect through which the end-user transacts. 6 Actionable Steps TO BUILD A DIGITAL JOURNEY P re se n te d by i9 5 Dev 1. It could also affect your wider performance. an organization should invite both parties expect and demand high-quality. badly on how people view your business. B U I L D A U S E C A S E The nature of your market impacts your options. It of digital integration will present technical gives you a clear focus and argument for why this complexities. 4. Do your due Once you are clear about your objectives. Being clear competitive demands change quickly will demand on the business benefits vis-a-vis the costs of the a fast time to market. An eCommerce replatforming understanding of your audience will leave you project offers the opportunity to review how a with flawed digital experiences and frustrated business could better leverage technology across users. Sectors with high degrees build is a crucial element at this early stage. If digital is new to your market sector. think about departments. If you’re new to eCommerce. A use case will develop and evolve as you gain A fast-paced industry where customer and more information about the project. Consumers have come to partner. U N D E R S TA N D YO U R C U S T O M E R S Consider what you are trying to achieve for your Designing your solution without a clear organization.

You can then strengthen your business case and invest accordingly in a longer-term scalable solution. Remember that the fastest and cheapest way to ” test your hypothesis is to get the simplest-possible solution (or ‘minimum viable product’) out there and start learning. 6.’ This will allow you to test the acceptability of online sales with your customer base. and how their journey every progresses to checkout. and decision provides you empirical evidence for future business cases. the process of deliberate. There are by your many different considerations. collaborative. Once that’s been done. and cultural fit. 29 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . and value-driven discovery should begin. industry experience. 5 . This is why we always recommend a thorough process of discovery before you start objectives any digital initiative.of concept. “ search for products. Base your partner selection process on the likes of track record. but every decision you make should be informed by your business business objectives. learning how customers use your website. This allows you to fine- tune the user experience in future phases. C H O O S E YO U R T E C H N O LO GY PA R T N E R CA R E F U L LY Invest in a technology partner that understands your business challenges and will help you on your journey to develop and enhance your online sales channel. I D E N T I F Y YO U R you make should be P L AT F O R M O P T I O N S informed Deciding which software platform to invest in for your first online store can be difficult.

” 30 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . It does it help us better serve our customers? is a total digital transformation that requires an organization to rethink its operating model and 3. E X E C U T I V E S P O N S O R S H I P increase sales and improve customer experience IS CRITICAL (or all of the above). In a traditional B2B business that is just embarking on its digital journey. How Becoming a successful digital company is about does it support our business objectives? How far more than just switching on a webshop. This can service of a clear digital strategy that supports inevitably raise concerns across the business and is informed by the overarching company and generate resistance to the smooth transition goals and objectives. 7 Key Considerations illo FOR MERCHANTS GOING DIGITAL P re se n te d by Redb ox Dig ital 1. Build drive cost saving and operational efficiency. or collaborative. Ensuring C-level buy in and support is fundamental. this should be the lens through which all functionality is prioritised. business practices that 2. cross-functional teams and ensure “Ensuring C -level buy in and support is fundamental. Whether those goals are to towards a digitally-focussed business. B R E A K D O W N T H E embed the digital channel seamlessly within the ORGANIZATIONAL S I LO S overall operation. F O R M U L AT E A C L E A R have built up over many years will often need D I G I TA L S T R AT E GY reshaping and business functions across the organization must collaborate in ways that Implementation of the digital channel must be in they might never have had to before.

K N O W YO U R C U S T O M E R and learn in real time. Clearly identify your key users and map user journeys based on the needs of these groups (they can be customers or even internal teams). A robust ecosystem like the In a traditional B2B business that has not yet Magento community delivers thousands of embraced digital. customer service. S TA R T T O D AY to unwind business practices that are established as company lore. Minimum Viable Product and get trading. L EVER AGE O FF -THE-S HELF AP P L I CATI ONS 4. Consider how their roles will evolve as the digital channel grows. many older business practices off-the-shelf solutions to support even the need to be reviewed in the move to online. consider the full user journey from consideration to purchase and into post sale and delay . S I M P L I F Y F O R E F F I C I E N CY There is little justification these days to build Think about where you can simplify your business and maintain monolithic customised eCommerce model to streamline the eCommerce rollout. The beauty of the digital channel is that you can test 5 . DON’ T REI NVENT THE WH E E L . D O N ’ T D E L AY.that you are taking the wider team on the digital 6 . What are the steps needed to provide a seamless customer experience? What processes do you need to implement to support start that journey? What functionality should you prioritise based on that analysis? For internal users consider the different roles and business today” functions that interact with the system. “Don’t For customers. What can the system do to help them deliver a more seamless and personalized experience to your customers? 31 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . need a bespoke price simply because your sales reps like to do a deal? While it can seem daunting 7. applications. transformation journey. Prioritize key features as part of your business. and feed that insight back into improving your customers’ experience. Do most unique requirements. Pick a platform and you need that printed catalogue when you can leverage what is available so you can focus publish more current product information online? on serving your customers and optimizing Does every one of your thousands of customers your business. questioning and removing Don’t aim for perfection with your initial website obsolete legacy practices can streamline your delivery.

Any in-house users such as customer service reps. more readily available. Listening to a developer’s feedback and considering alternative options they propose can save substantial time and money. from a revenue and profitability the most helpful point of contact at each third. make a project successful or not. a project can remain on-time and on. If that team is separate. Any institutional knowledge about will be critical. To make information Commerce platform implementations are detailed. development efforts will involved projects. by providing as much information up front as ensure they are kept up to date with the project’s possible. How to empower developers P res e n ted by Cre a tu i ty Presented by Gorilla G roup I N F ORMATION UP FRONT T E A M INVOLV EM ENT Merchants often have more in-house expertise You need to think about more than the customer’s behavior when defining requirements for building around their ERP and other systems that need an effective B2B eCommerce channel. How each internal initial discovery meetings held with the system resource will interact with the new channel integrator (SI). or IT resources that are being integrated into their commerce are just as important because they will respond platform should be invited to participate in the to the customer’s requests. so backoffice systems.” 32 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . product developers who have worked with systems managers. Experienced developers know what can into the implementation plan. perspective. and where they could potentially fit budget. Internal to be integrated than they realize. progress. marketing managers. “You need to think about more than the customer’s behavior when defining requirements for building an effective B2B eCommerce channel. party system should be shared with the SI too. Developers are most efficient likely be undertaken by those who understand when they’re able to work without stopping. It’s not just developers who influence the code of the eCommerce platform.


To help manage these challenges. With great technology at your finger tips. Having the ability to about 60 percent of shoppers to abandon adapt B2C features for the benefit of you their carts. Learn how you can drive profit from shipping and fulfillment best practices with the following tips. will give you a competitive retailers who stated that their key challenges advantage. and platform compatibility–issues primarily related to B2B stores. this is now easily attainable. 6 Ti p s for w in n i ng B2b Buy e r s P re se n te d by Temando The world of B2B commerce can be overwhelming. The experience in ways that B2B businesses data shows us shipping-related pains forced traditionally lack. Temando’s 2017 State of Shipping in Commerce B 2 C TREN DS IMPACTING B2B report surveyed a total of 1080 retailers and 5161 online shoppers in the United States. and France. shipping and fulfillment automation. United Kingdom. include increasing carrier costs. This presents a big problem for B2B business. Tem a n d o 34 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . Secure suppor t before take-off a n d s ave you r bu si ne ss f rom ma king co stly m istakes. here are three B2C shipping and fulfillment trends that the B2B world should be mindful to incorporate into their overall strategies. O ne key actio n item fo r setting up a successful B2B business is to get shipping and fulfillment right. B2C businesses are driving customer Australia.

Transforming your happy buyers into experience in the next 12 months. Looking at this trend. On TO S HI P M ENT S the other hand. “on existing homegrown systems a majority of shoppers cite convenience and that support outdated processes. Market disrupting models such as Amazon 3. Pay attention to customer experience trends. the shipping experiences that shoppers seek. According to Demand Gen saw a customer experience uplift when they Report’s 2016 B2B Buyer’s Survey Report. but stop corporate buyers from considering better you’re also expected to provide “an experience alternatives if dissatisfied with their current comparable to shopping on Alibaba or Amazon. assisting buyers by removing workflow friction Close to 40 percent of retailers stated they displays true value. Prime have re-shaped the expectations of many S EEK C ONVENI ENCE shoppers. and you’ll remain competitive. Limiting wholesalers are doing themselves a disservice your shipping choices is risky business. SH I PPI N G IS T IED TO C USTO MER E X PE RI E N C E Planning ahead is important for busy corporate buyers. of shipping to enhance customer experience. and keep your buyers. corporate buyers are expecting more. over a fifth of shoppers abandoned their 4. M A I NTA I N A N AGI L E A P P ROACH cart citing slow shipping and long processes. S HOP P ERS . report stated they’d buy from a competitor if a Forrester found that B2B manufacturers and desired shipping option is unavailable.1. As a result. they have to In Temando’s report. T IPS TO W INNING B 2 B BUY E R S 2. Close to 60 percent of shoppers in Temando’s Similarly. To stay on schedule. B 2 C E X PE R IENC E S S H A P E shipping experience.” No longer are you expected year over year. In fact. Moreover. lower costs. L I KE BUYERS . by relying. powerful advocates helps create new revenue footed approach prevents retailers from providing streams for your business. Consumers now expect greater range. under recommendations are on the rise among B2B a third planned to invest in improving customer buyers. peer introduced better shipping options. As a B2B merchant. we found that almost all ensure shipments from multiple merchants are retailers surveyed acknowledged the value delivered safely and on time. Yet. channels and are not delivering the experience these identifiers rose a few percentage points B2B buyers expect. what’s to to only compete on price and availability. Make your buyers happy B 2 B E X PE CTAT IO NS with seamless shipping experiences.” experience? Make the experience convenient. 35 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . about 70 percent of shoppers will buy again from the retailer if they had a positive At times you’ll need to fulfill urgent orders. This slow. limited sales choice as key motivators to shop online. and seamless shipping services.

“higher client-satisfaction Managing volume shipments can pose a scores. Use a platform 36 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . with early adopters reporting. TA P I N TO TH E ST R ENGT H S OF MU LT I PLE CA R R IER S Different carriers excel in different types of delivery services and locations. 6. By viewing stock across multiple lead time. competitive strategy and you’ll grow your B2B More than half (53 percent) of B2B buyers state business faster. gap will be even more apparent as consumer digitization occurs. locate you stock accelerate the pace of order fulfillment. further. shows that you’re thinking of them.How do you prepare your business to handle compatible multi-carrier software to automate this increased pressure? Rather than risk your carrier selection based on pre-set rules and disappointing your buyers. that only the most innovative will thrive. that “excellent customer service and post- purchase support” are the main drivers of Ready to take the next step in your customer supplier loyalty. Having the ability to tap into these strengths will improve your bottom line and streamline operations. alerts will be viewed favorably. What’s encouraging is that 5 . Providing them with information of when between B2C and B2B continues to blur. and deliveries from many customers throughout the an increase in employee satisfaction. warehouses. That the encounter along the way. and drive down carrier-related costs. minimizing any further customer experience index ratings trail behind delays and excess fees that the shipment may B2C at an average of under 50 percent. shorten across channels. Find out options such as time-slot booking and tracking more about Magento Shipping.” As the line day. B E T R A N SPA R ENT W IT H B2B companies are realizing the benefits of TR AC K I N G SH IP M ENT S adopting a customer-first approach. Businesses who have the ability experience transformation? Do it with the soon- to curate the last-mile shipping journey with to-be-released Magento Shipping. it’s clear to expect shipments with tracking updates. you can allocate new resources on deliver in the shortest time and distance possible. A 2016 McKinsey & Company study found B2B such as heavy haulage. you can find the goods needed to As a result. for you to specify if the shipment should be prioritized or if it requires special freight services. revenue growth of 10 to 15 percent. other important aspects of their business such The right shipping technology will make it easy as R&D and marketing. reductions of 10 to 20 percent in cost to problem for busy buyers who constantly juggle serve. Consider alongside advance shipment notice (ASN) customer experience when determining your messaging.

a n d c a n sust ai n i t s l e ng thy a finger. is a workplace essential. Guide customers–both prospects and b u y i n g cyc l e .in s p ire d approac h to B 2B spend. 37 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . This interacting with their business inbox. is unlikely to be seen by an employee P U RC H A SE : during office hours. testing. t h e re ’s r i c h oppor tunity B2B eCommerce businesses: McKinsey Global fo r m a r ke te rs i n t h e B 2B e C omme rce Institute reports employees spending 28 percent i n du st r y to d r ive reve n u e f rom of their time (approximately 13 hours a week) excep t i o n a l d ig i t a l expe r i e n c e s. making it crucial for L E T ’ S LOOK AT F I V E B2B E C OMM E RCE marketers to choose a contextually appropriate CA MPA I G NS YOU CA N U SE TO DI RE CT channel. B2B eCommerce customers operate in a corporate environment. an d t aki ng a notes that a well-timed campaign will outperform p e rs o n a l i ze d a pproa c h to t he every other marketing channel when it comes way yo u e n ga ge wi t h c ustome rs. to ROI. on the other hand. a targeted Facebook advert. returning business–towards the sales funnel while continually developing. Email. and refining your marketing strategy. me a n s a d o p t i ng a te c h st ac k t h a t s e a m l e s s ly i n teg rate s c ommun i c atio ns Research from the Direct Marketing Association wi th c om m e rc e . for C U STOME RS A LONG T H E PAT H TO example. giving it much less clout. Email marketing automation allows you to ma rke t i n g n e e d s to bot h c ompl y send multiple. 5 B2B eCommerce Campaigns TO ENG AGE ALONG THE PATH TO PURCHA SE P res e n ted by dotma i l e r Wi th s a l e s te a ms swappi ng t h e ph o ne making email marketing the digital key for l i n e fo r o n li n e . pulling in £30 returns for every £1 you T h i s B 2C . timely and event-driven emails to wi th t h e p ro fe ssi ona l c ontext of t he every customer in your database without lifting i n du st r y.

targeted replenishment emails can campaign to drive the best ROI. An automated replenishment email reminds your customers to re-order consumable products when Every business is different and what works they run out. Make sure every email time-limited offer like free delivery.1. Think about how you can optimize the strategy and a great way to boost brand love and style. A robust replenishment campaign for others might not provide the perfect fit for is one of the mainstays of your post-purchase you. Data elements like average depletion and reorder periods can help 2. achieve an open rate of 53. is optimized for timing. and ending with an attractive. with conversion sitting at an average of 28 percent. But with that variety and dedication comes indecision and a longer selection process. the program might begin with a tracking to promote relevant products simple ‘Thank you’. Research by SaleCycle shows that cart rescue automations provide a 40 percent open rate.6 percent! you may want to set up a three-stage welcome program to guide your customers along the path Use data like order insight and web behavioral to purchase. followed by a benefit-driven to customers and provide personalized email to build trust. Plus. For example. for engagement. TH E W E LC O M E CA M PA IG N you can activate your timely abandoned cart rescue at mass scale. with the best content. Build tailored campaign Welcome campaigns typically receive the highest programs to engage your segments at the right engagement rates out of any email you send. 38 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . A BA N DO N ED CA RT CA M PA IG N S you present every customer with a thoughtful replenishment email for the right product at the Abandoned carts are a product of our time: B2B right time consumers are keen to have access to the widest variety of goods and services. The result? More customers ditching your goods at the final hurdle. With support from email marketing automation. and they’re also willing to put in the effort to secure the best deal. replenishment benefits. to get your desired including them in your strategy works wonders response. and contents of your welcome loyalty. structure. and time. research shows that people that read at least one welcome message read 3. REP L ENI S HM ENT CA M PAIG NS more than 40 percent of their messages from the sending brand during the following 180 days.

advice campaign based around your answers. a definitive action for reader to take. Here are This segment of recipients aren’t as enamored three examples of content-led campaigns to with your marketing communications as the get you started: rest of your list. try to keep the or service. While you may know 100 reasons User-generated content (UGC) campaigns: why a customer should want to be a part of your If you’ve wowed a customer with your product email marketing communications. 39 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . You could begin with a light-hearted. email acquainted with your business. Think about the kind of months. information that might impress a customer and guide them to choose your brand. use their feedback as a testimonial message as clear and concise as possible with to influence your entire contact list. Automate a series of re-engagement emails to gather How to/advice campaigns: data on what your inactive customers respond Think about what a customer might want to know best to. best way to nurture lapsing or inactive contacts. According to a recent These campaigns come in all shapes and sizes. about your product or service and design an conversational email. you’ll prepare faster. follow up with an offer. better B2B eCommerce marketing campaigns. C O N T E N T. 47 percent of B2B You may wish to target contacts who haven’t buyers in 2016 viewed three to five pieces purchased or repurchased an item. mix it up with something value- driven like a piece of personalized content. customer at every stage along the buying cycle. stronger. and watch your marketing automation helps you to nurture every brand ambassadors multiply through social sharing. if all else fails. By implementing these five automated campaigns.4. so it’s crucial that your design’s sensitive to this. Multichannel engagement campaigns: Give your contacts the chance to get socially When it comes to B2B eCommerce. RE-ENG AGEM ENT CA M PAIG N Both prospective and returning customers Implementing a re-engagement program is the actively use content to inform the decision. report from Demand Gen. from sign-up to post-purchase. making process.L ED CA M PA IG NS 5 . or even those of relevant content before engaging with a who haven’t opened your emails in the past six sales representative. and.


Because these concerns aren’t organization. and lack of can be farther from truth. T h e t o p c h a l l e n g e s t h a t b u s i n e s s e s fa c e w i t h B 2 B e C o m m e rc e a d o p t i o n i n c l u d e : ST R ATEGIC CH ALLE NG E S adoption is a strategic decision that has an organization wide impact—and benefit. Pushback can come from all levels of an organization. Top management and shareholders might not want to spend the money. a web platform). and CHANGE MANAGEMENT PROCESSES a lot of folks simply won’t want to change how Adopting B2B eCommerce is a big step for an they do things. Having an effective change 41 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . can streamline your business and help it grow. It affects how the business is run. How to Overcome B2B Digital Transformation Challenges FROM STRATEGY TO SUPPLY CHAIN Presented by Redbox Digital De spite a stron g busi n ess cas e fo r e C o m m e rc e a d o p t i o n. employees might fear the loss of their jobs. it completely unfounded. you’ll need to show requires people to learn new technologies and them exactly how eCommerce—and change— tools (i. failure to take as an IT enabled cost cutting step and nothing employee feedback. B 2 B b u sine sse s often find themselves struggling with it. middle OPER AT IO NA L C H A LL ENGE S management might not want the extra work. and more. Map your B2B eCommerce project to your organizational BUY IN goals so B2B eCommerce is prioritized and budgeted for. follow new processes. B2B eCommerce transition process. Addressing the right factors c a n help busi n esses overcome o r m i ni m i z e t he c o nst ra i nt s i n t he a do p t io n of B 2 B e C o m m e r c e . poor training. Changes like these are unsettling and rarely welcomed. businesses view B2B eCommerce adoption of effective communication.e. The most commonly THE BIGGER PICTURE cited culprits for the resistance include lack Often.

Your eCommerce project is meant to solve existing problems and enable growth. is critical for successful adoption of B2B eCommerce. differences between IT and sales. processes. 42 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . H U MA N RE S OURCE CH ALLE NGE S ENGAGING STAKEHOLDERS To get engagement. and disconnects KNOWLEDGE RETENTION them from ownership of and responsibility for project success. be sure to politics play a big role in initiatives like B2B thoroughly document along the way so you eCommerce adoption. communicate clearly and transparently. which can very easily address these concerns. presenting biased information diminishes the trust between the stakeholders. Multiple stakeholders and departments are involved in B2B eCommerce adoption. O R G A N I Z AT I O N A L I T M AT U R I T Y Organizational IT maturity assesses how prepared your IT team. and equipment are for new technologies and tools. With P O L I T I C S & C U LT U R E planning and execution split between multiple stakeholders and employee turnover being The culture and the intra-organizational common across organizations. Make Also. Partner as soon as possible with your IT team to make sure you can address the issues (user and system) arising from the new systems and processes a B2B eCommerce project will bring. addressing and navigating these complications Withholding or obscuring information and part of your project plan from the outset. and employees complicate adoption.management process. managers. Show stakeholders how eCommerce will do this for them and make them part of achieving success. start by doing the work to understand the needs and expectations of each stakeholder. The different agendas don’t lose institutional knowledge and project of the stakeholders involved and departmental momentum.

negating the benefits of B2B eCommerce adoption. CHANNEL CONFLICT B2B eCommerce has traditionally survived on system of channels (e. and loss of interpersonal relationship with suppliers. 43 B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . They may worry about lack of training. You’ll need to demonstrate the opposite. So better planning. fear of job losses. and training for external stakeholders is also critical for the successful adoption of B2B eCommerce. communication. and customers.g. consider this very seriously as lack of integration can lead to a number of other problems. vendors. During your planning phase.S UP P LY CHAIN CH ALLE NG E S S U P P LY C H A I N M A N A G E M E N T B2B eCommerce adoption is a significant change for your internal stakeholders and for your external stakeholders like suppliers. sales representatives and distributors) and channel relationships. INTEROPERABILITY AND I N T E G R AT I O N B2B businesses usually have multiple systems already in place and lack of interoperability is a common reason for delayed adoption. All these systems are part of the ecosystem and it is critical for them to work with each other. Channel managers are often naturally wary of eCommerce systems because of the belief that eCommerce will complicate or eliminate their roles.

Magento Commerce boasts a strong portfolio of cloud-based omnichannel solutions that empower merchants to successfully integrate digital and physical shopping experiences. the B2B 300 and the Top 500 Guides for Europe and Latin America.com.magento. with more than $124 billion in gross merchandise volume transacted on the platform annually. In addition to its flagship digital commerce platform. 1-877-574-5093 (North America) /magento +353 1800 200567 (Europe & Middle East) /magento +52 800 1239537 (Latin America & Asia) company/magento B 2 B C O M M E R C E B E S T P R A C T I C E S B O O K . a highly active global developer community and the largest ecommerce marketplace for extensions available for download on the Magento Marketplace. Magento Commerce is the #1 provider to the Internet Retailer Top 1000. Magento Commerce is supported by a vast global network of solution and technology partners. More information can be found at www. ABOUT MAGENTO C OMMERCE Magento Commerce is the leading provider of cloud commerce innovation to merchants and brands across B2C and B2B industries.