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B2B

C OMME RCE

BE ST PR ACTICE S BOOK

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

TABLE
OF CONTENTS
I N FLU E N C E BUY ING H A B IT S
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

R E DU C E E X P END IT UR E
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

GROW R EV ENUE
6 Tips for Winning B2B Buyers (Temando) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34

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

C R E AT E O P P O RT UNIT IE S
How to Overcome B2B Digital Transformation Challenges
From Strategy to Supply Chain (i95Dev) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41

H
INFLUENCE
BUYING HABITS

• 4 KEY WAYS MERCHANT S CAN STAY C OMPE TITIVE
AND GROW THEIR BUSINE S SE S (MAGENTO)

• 5 C ONSIDER ATIONS FOR MOVING SALE S MODELS
ONLINE : BEFORE YOU BUILD YOUR ROADMAP
(CL AS SY LL AMA)

• YOUR B2B C OMMERCE PL ATFORM CHECKLIST:
FOCUS ON EFFICIENCY, GROW TH, AND
PROFITABILIT Y (I95DEV )

• C ONSIDER ATIONS , FUNCTIONS , AND GOALS FOR
YOUR FIRST RELE ASE ( VAIMO)

• 11 OB STACLE S TO B2B BUSINE S S GROW TH (I95DEV )

• HOW TO E STABLISH BEHAVIOR-BASED SEGMENT S
(INVIQA)

The research firm cited the Magento platfo rm . track new orders. as well as website is more convenient. both self-service and full-service purchasing CEO of Magento Commerce. as the “ best fit for mid-sized B2B companies that want an open.” said Mark Lavelle. them to purchase 24x7.” 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. Q 3 2 01 7 ”. “ 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. an a l l . This means they’re expanded inventory fulfillment options looking for self-service buying tools that enable and assisted sales alternatives. and 74 percent say buying from a experiences that B2C offers. 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 . Forrester’s options. Magento C o m m e rc e was na me d a l e a de r. feature-rich solution that can b e exte n d e d e asi l y an d i nexpe nsi vely. 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 .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. According to Forrester/Internet Retailer research supports this. 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.i n . 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. They want across multiple channels. 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 . self-service experiences B2B buyer preferences are changing. noting that B2B B2B Buyer research. F ULL-S P ECTRUM S ELL I NG expectations and the need to differentiate through personalized.

B2B companies should also platform. etc. Flexibility will also help B2B merchants prepare for these campaigns with tools to easily easily expand to new markets with the ability to stage. currencies. they must provide custom catalogs support multiple B2B selling models with native and pricing to individual customers or groups of functionality. when easily use. tax policies out-of-the-box. and download a complimentary copy of “The Forrester automation. However. high-touch service. 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 . decision making and deeper understanding of their customers and business. underutilized asset. Commerce solutions must be cloud- promotions and make personalized product based and flexible to meet rapidly changing recommendations for different customer groups. 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. this comprehensive view. According to a report from Teradata. pricing.their order history. To meet rising expectations. reps will need will give them the ability to integrate data from assisted selling capabilities so they can deliver multiple sources (ERP system. but also allows them to sell to customers so they see their negotiated products both businesses and consumers from the same and pricing online. DATA. and manage their credit benefit. With products. 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. recommending get a complete picture of their business. languages. and promotional updates. 2. These capabilities include Magento. 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). greater personalization. needs and to accommodate new innovations.) and from multiple channels to creating orders for customers. B2B companies need to run targeted acceptable. decision making. support multiple sites. Wave™: B2B Commerce Suites For Midsize 87 percent of marketers consider data their most Organizations. and content. and easily integrate technologies to enhance their core eCommerce 3 . Google Analytics. customize. This they do want to speak with sales. they can easily share and troubleshooting issues with orders insights with colleagues for more data-driven started online. PE RS O NA L IZ ED D IG ITA L C O MME RC E E X P ER IENC E S 4. And to ensure a seamless experience across Built-in flexibility enables merchants to not only channels. even for Years-long implementations are no longer B2B.DR I V EN M ERC H A NT TO O LS platform as new solutions emerge. quickly responding to quote requests. and understand. preview and schedule product. Q3 2017”.

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. Think of a ex p e ri e nce . b a s ed a complete catalog with rich product content. 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. bu y t he m fro m . who to reseller buy-in. For instance. makes offline pricing.o nl y. or b oth. 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. 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. site like this as a search engine-friendly catalog site that generates leads for offline sales.m ak i ng process online. More b uyers star t thei r with distributors. 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 . 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 . and a stra teg ic loo k sales representative or account manager. but o n Cla ssy L l am a ’s many years of B2B don’t allow buyers to purchase online. Perhaps you want to funnel d e c i s i o n. q u e st i o ns yo u ’ l l want to answer b efore yo u categories. However. 1. or customer groups. some B2B websites feature m ov i n g yo u r o ffline sales to online. bu i ld a ro adm ap. this t ra n s i t i o n i s a big one for a ny organiz a tio n . 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 you’re bound by agreements a lot of se ns e . o r a hy b rid a pproach. 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. Here a re 5 levels of functionality for specific brands. Some B2B sites are fully transactional.

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. 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 shipping information. W H AT ’ S YO UR O NL INE site should empower your sales team. 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. If your sales reps site that services both consumers and resellers on are primarily order-takers. not replace P RI C I N G ST R AT EGY? them. repetitive tasks that consume their workday. and even expect to see real-time inventory availability. and spend more time finding new grown organically over the years. specific pricing is a requirement. parts of a Magento project are the integrations It’s important to keep them aligned! with back-office systems including Enterprise Resource Planning (ERP). Your eCommerce 2. and learn platform that supports it.com. so if customer. classylama. which key data point is controlled by which system. 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. we know that the most complex prices offered by their ‘creative’ sales team. and have some preliminary conversations 3 . Do they have an API. accounting suites. Would those reps like to have the time to nurture their existing relationships. it’s easy to see why the Classy Llama website. and Magento can support most B2B pricing models Product Information Management systems. 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. customer group pricing.Check out this great example of a Magento B2B they’ve employed for decades. your customers pricing. We encourage the continuous monitoring and 4. A Magento pricing. contract customer-specific pricing. In natively. WH AT O T H E R SYS T E M S P O W E R experimenting with your pricing strategy. you’ll need a Talk with your sales organization. The who have negotiated specific price books. customers are logged in to their account. including quantity and tier-based order to sell effectively online. 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. cross-sell You might be inheriting a pricing structure that’s and up-sell. You’ll need to map out pricing model. with customers opportunities? The answer should be yes. 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.

or will they or Warehouse that exists separately from other find a competitor? departments. 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.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. clicks. “Dual Cartridge Caulk Gun” instead of move online. efficient. 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. but what about like connecting a trailer to a moving truck. It’s connected to every level of your entire business. Technology can save you money. with technology vendors. you’ll need human-readable product data to get So it’s time to start planning.com. If for your products beyond SKU & price-rich you know what you need before you engage descriptions. nobody will ever know it’s there. DOES SEARCH ENGINE place. The future of B2B business is eCommerce. what’s the purpose of the site? Without marketing and advertising. traffic. Most Proposal) experience will be that much smoother.” If you’re going to sell online. your RFP (Request For and user-generated content like reviews. search engines reward original. or don’t want to show up on search engines in the first 5. lead consultant at Classy Llama. To get you started we recommend this guide to SEO for product pages. and the Your products will also need titles that make demand for smooth. will they find you. methods like tradeshows and mailers. 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. It may be useful to bring Search Engine Optimization. do you know Magento site. for will only increase as the next generation of buyers example. technical specifications. Instead they use paid advertising. because they don’t want to compete with OPTIMIZATION MATTER TO YOU? their retailers. You’ll need content early phase of drafting a strategic roadmap. You may have Be curious. especially during the to help buyers find your site. Written by Aaron Sheehan. or SEO. Check out our case study! where. increase your reach. images. offline check out our case study about GAHH. “CM5141-EA_GUN. 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 . and drive higher revenues. digital experiences sense to shoppers instead of just product IDs. your products? When a potential buyer starts the eCommerce isn’t a department like Accounting buying process. is one way in outside consulting. useful content and will penalize duplicate or misleading content. 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.

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. Your B2B Commerce Platform Checklist FOCUS ON EFFICIENCY. 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 . and shipping and fulfilment. s uc c es s . 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. what do you wish to achieve. GROW TH. Wi t h i nc rea sed dema nd. 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 . With so many platform step in yo ur B 2 B c o mmerc e stra teg y. Prioritize your requirements using the MoSCoW model: Must have. 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. customer experience. Consider mobile responsiveness. o p t i o n s ava i l a b l e .l eve l 2 0 2 0. and won’t have. we c o m p i l e d a h i g h . there a re c h ec kl ist to h el p yo u ta ke th e n ext increased options. should have. could have.

Remove eCommerce platforms that do not meet your B2B requirements. Generate a Budget: Identify the budget you are willing to spend on an eCommerce project. including implementation and maintenance. and won’t have.Determine Key Business Requirements: Talk to all stakeholders and identify the key requirements of your eCommerce store from the internal stakeholder’s perspective. Identify what needs to be done in-house and what can be outsourced. 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 . Prioritize your requirements using the MoSCoW model: Must have. should have. 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. Assign Responsibilities: Identify who will be responsible for the project execution and ongoing maintenance. Consider the workflows. Pay Attention to your B2B Requirements: Pay close attention to your B2B requirements and identify if the platform meets those requirements. the systems to integrate. could have. and skills required.

what elements of the platform are customizable–design. but more in the long run. additional requirements like PCI compliance. etc. 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 . If yes. Some platforms cost less in the beginning. spend the time to identify the total cost of ownership. features.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. who else should you contact. 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. 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. dedicated or shared hosting? This has a huge impact on whether you need support in-house. cost. If yes. 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.

If they work away from where you are located. Check if they have the experience in delivering similar projects in size. industry. What is their availability. Learn About Their Delivery Model: Find out the vendor’s delivery model and if they work locally or if they outsource. escalation matrix.Compare Strengths and Experience: Check and compare the strengths of each vendor. Ask for references and talk to businesses about their experience working with the vendor. 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 . check if they can travel to meet you when required. and requirements. process for raising support requests. Understand the Support Structure: Check the vendor’s support structure.

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 . integratio n s . Functions. 2. • Create phases and backlog from the beginning “if w e m anag e to 3. 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. • Collect information from key stakeholders. I t ’s nat ura l to get swallowed up 1. systems a nd employees. B2B ha s ver y little ro o m keep the project group small fo r f irst l au nc h mista kes. 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. so it’s a ma tter • Create user journeys and personas for chosen of gett i ng t he b asics right. This spa ns d epar tmen t s . test. and keep improving that’s where the money lies. to TRANSFORMATION: h ow we wo u l d like to work with our c li ent s. the first t ime. 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. KEEP THE S C OP E M ANAGE ABLE • Start scoping from the discovery and repeat often. • Analyze. Considerations. TO HELP ADDRESS DIGITAL s er v i ce s . 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. but Co mp are d to B2C . UNDERSTA ND THE BUS I NE S S by t h e c o m pl exity of d a ta .” 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 . and prior ities a n d the bu s i ne ss case will b e much cl ea rer. t h a t ’s whe re t he money lies.

from invoices. 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 . Self-Service is also a growing trend for B2B commerce.MUST-HAVE FUNCTIONS TO GUIDE 3. 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. • User identification • Customer service B2B eCommerce differs from B2C in many ways: • Personalized offering and content 1. RMA handling. B2B “ S P ECI F I C F E ATURE S ” used to custom pricing. 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 . If the customer is 5 . 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. M A KE BUYI NG E ASY Step one is to do the same order digitally as in your existing sales channels. LESS CUSTOMERS. NEED F OR S P EED THE BUYER EXPERIENCE 4. and • Customer structure and user roles digital signature of contracts.

enriched for online and ensure how your customers buy. Also. 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. and orders. 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.Keep top of mind the considerations of the STRUCTURED DATA shopping experience. 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. 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 wholesalers over pricing strategy. distributors. 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 . This can cause conflict with resellers. and the unique Your product data is your IP. 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. customer interactions (irrespective of channel). Get it into a needs and functional benefits to support structured format. product availability. and so on. 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.

Fisher Scientific. I GN O R I N G YO UR C O M P E T IT IO N expect today. 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 . From our experience of working with B2B companies across industries. major mistake that a number of B2B businesses For example. 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 . N ow. ignoring competition is a these multiple channels interact with each other. 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. 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 . THI NKI NG A B O UT EC O M M ERCE businesses. B2B eCommerce does not work in isolation. WO R K I N G W IT H T H E W RO NG Pasternack. so identify all channels you can engage and build a strategy that considers how With so much at stake. experience in B2B eCommerce. huge mistake. adopted) the best and most advanced technology P L AN N IN G revamping their entire business. so choose an eCommerce vendor that understands and has experience with B2B 3. 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. 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. 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. Omnichannel experience is what customers 2. A maz on an d e B ay led the charge in a d ig ital revo lutio n. field sales representatives will need still commit. B2B merchants like Grainger. 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. 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. 1.

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

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

They can frequently contain a range of business Once you are clear about your objectives. how customers could ‘self-serve’ using digital channels.b ased s eg m e nt a t i o n. What are you trying to achieve? This will be When selecting both the platform and partner. O RG ANI SAT I ON ’ S D IG ITA L J O U R N EY. customers. and to achieve B2B success. 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. reduce the burden on call centres. project objectives within B2B organisations eCommerce to be a portal for the end-user. 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. and not simply view B2B Often. your web store must segment the custom er b a sed on th ei r beh av i o u r. Eve r y c u sto m e r ha s a d i ffe re nt jo u rney to check-out. 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. should start to compile a business case for the on top of a desire to simply ‘sell more. 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. partner to consider the wider opportunities within the business. 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 .’ These capital investment required to fund this technical objectives often centre around streamlining: think development. 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 . you process re-engineering and efficiency objectives. can be broader than pure revenue targets. important when it comes to selecting the an organisation should invite both vendor and software on which to build your platform.

your business challenges. any digital initiative. Then. but every decision crucial element at this early stage. and why your fellow a thorough process of discovery before you start colleagues should support you in your work. Being clear on for your first online store can be tricky. the process of deliberate.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. efficient online experiences. use agile techniques like impact mapping to and provides you empirical evidence for future map user journeys. Learn how customers At Inviqa. This allows fixed requirements. 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. 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. which is why we always recommend important to the company. It’s far more valuable to you to fine-tune this experience in future phases. 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. Consumers have come to accordingly in a longer-term scalable solution. This will help to uncover the business cases. and cultural fit. we caution B2B organisations against use your website. demand high-quality. 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. If you’re new to eCommerce. You can then users. demand a fast time to market. The nature of your market impacts your options. It gives you a you make should be informed by your business clear focus and argument for why this project is objectives. and value-driven discovery should competitive demands change quickly will begin. search for products. industry experience. while sectors with high degrees of digital integration will present WH ICH REQU IREMENTS AND technical complexities. CAPAB IL IT IE S ARE C OMMON If digital is new to your market sector. 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 . think about strengthen your business case and invest customer expectations. A fast-paced industry where customer and collaborative. so do your Invest in a technology partner who understands due diligence. Base your partner selection AN D MA RK E T process on track record. and reducing their eCommerce project to a list of assess their ‘journey’ to checkout.

business customers. initial engagement. how often they buy. and order size. through to sale. 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. so you could end up use. but some platforms do not eCommerce is as much about offering easy-to- support these requirements. placing orders on desktop computers is outdated. This will drive up repeat customers. 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. Delivered mobile. and average order value. More orders are being placed on mobile devices. The quicker and easier it is. 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. Content is also key in helping B2B audiences and if your customers can’t use your webstore on make informed purchase decisions. they won’t lose that customer to a The idea of B2B customers sat behind desks. orders quickly and easily. 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. and track the progress of their content for commerce approach. and enable the complete customer journey – from and in what volume. as it is about wasting money on custom coding. convenient tools and services. Tiered pricing is a core part of the At Inviqa we recognise that often.features that will deliver the most business value. goals is essential for B2B brands that want to get it right. successful B2B Magento B2B offering. price. conversion Putting a strategy in place with KPIs and business rate. CUSTOM CATALO GUE S in line with the re-engineering goals identified in The ability to control product catalogues and the project discovery. order frequency. 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. and then to the better. 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 . or uploading an order sheet. your business will fall behind. around your eCommerce proposition. even if that means ordering by SKU after-sale care and customer retention. rival based on price alone. prices for individual customers is key when selling in a B2B environment. 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.

for example. be it on a country or hyper-local level. they are likely to be swayed user objective. 2. services. and pricing that outperform your offer. intent. expecting or arrive from a particular email campaign? an Amazon-like experience that’s available 24/7. they’re on. 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. T H E ‘ W H E R E’ Using a variety of techniques. This gives us more specifics for our persona and more signals to consider. by a competitor offering tools. Armed you can personalise their experience to help them with this knowledge. you can determine with some accuracy where someone is in the world. In so doing. i. You could use geolocation to deliver specific content.e. you can dig deeper to towards their goal. 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 . 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. For example. time a user engages with your content. 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. TH E ‘ W H E N ’ 3. Taking this further you can add more signals together to try and predict the user’s If your B2B audience is SME businesses. 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. THE ‘ WHAT & WHY ’ The beauty of online is that you can tell what Using past behaviour to predict a user’s intent.

REDUCE EXPENDITURE E • EC OMMERCE AND ERP INTEGR ATION IS NOT YOUR FOE : AN OPEN LE T TER TO THE B2B SALE S TE AM (I95DEV ) • 6 ACTIONABLE STEP S FOR BUILDING A DIGITAL JOURNEY (INVIQA) • 7 KEY C ONSIDER ATIONS FOR MERCHANT S GOING DIGITAL (REDBOX DIGITAL) • HOW TO EMPOWER DEVELOPERS (CRE ATUIT Y / GORILL A GROUP) .

This includes technology like eCommerce store and automation like ERP integration. and customizing the sales pitch for each contact can be taxing. nothing can be further from the truth. Many sales representatives consider eCommerce and integration as their enemy. Staying motivated during those long sales cycles. To stay relevant in this environment. They expect the sales representatives to do the same. reduce sales cycle. 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 . drive customer loyalty. However. Any sales representative can vouch for that. sales people need to adopt new technology and use it to their advantage. Sales representatives can leverage eCommerce and integration (with systems like ERP. CRM. navigating through decision makers. Today’s customers do their research before they talk to a sales representative. Conducting sales in a traditional B2B environment is never easy.) to streamline their sales process. However. etc. things are changing. and improve sales conversions.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.

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

a particular deal. This ensures complete transparency to customers enabling sales representatives to focus more on increasing order size. etc. 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. cheque. Generally. 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. and lack of information about margins and customer history. With via cash. view. These offline payment B2B eCommerce and ERP integration. The sales representative complicated process–with payments happening can also do this on the customers’ behalf. track. realization. all the pricing rules (tier pricing) are managed in the ERP systems. Often the confusion stems from B2B products’ complex pricing structure. 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 . The eCommerce and ERP integration helps businesses leverage these rules in the eCommerce system to calculate the best possible price for customers. and up- selling. cross-selling. 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. This problem gets aggravated further with the increase in the size of product portfolio and customer base. A transparent process can allow the customer can raise. approval hierarchy. 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. and Payments in the B2B industry is a long and approve quotes online. modify. than on activities like price negotiations.

Consumers have come to partner. an organization should invite both parties expect and demand high-quality. 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. Having a poor digital offer will reflect through which the end-user transacts. 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 . If digital is new to your market sector. If you’re new to eCommerce. When selecting the platform and customer expectations. You will be assessed against those not simply view B2B eCommerce as the screen experiences. think about departments. 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. B U I L D A U S E C A S E The nature of your market impacts your options. project is important to the company. and why your fellow colleagues should support the project. E S TA B L I S H YO U R O B J E C T I V E S 3. A use case will develop and evolve as you gain A fast-paced industry where customer and more information about the project. badly on how people view your business. Sectors with high degrees build is a crucial element at this early stage. Being clear competitive demands change quickly will demand on the business benefits vis-a-vis the costs of the a fast time to market. 6 Actionable Steps TO BUILD A DIGITAL JOURNEY P re se n te d by i9 5 Dev 1. 4. UNDERSTAND YOUR C OM P E T I TOR S A N D M A R K E T 2. It of digital integration will present technical gives you a clear focus and argument for why this complexities. you diligence. Do your due Once you are clear about your objectives. efficient digital to consider the wider business opportunities. should start to compile a business case for your request for the capital investment required. It could also affect your wider performance. and experiences.

’ This will allow you to test the acceptability of online sales with your customer base. 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. 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. and decision provides you empirical evidence for future business cases. 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 . This is why we always recommend a thorough process of discovery before you start objectives any digital initiative. You can then strengthen your business case and invest accordingly in a longer-term scalable solution. 5 . “ search for products. Once that’s been done. the process of deliberate. and value-driven discovery should begin. and cultural fit. collaborative. learning how customers use your website. Base your partner selection process on the likes of track record. There are by your many different considerations. and how their journey every progresses to checkout.of concept. 6. This allows you to fine- tune the user experience in future phases. industry experience. but every decision you make should be informed by your business business objectives. 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.

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). 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. In a traditional B2B business that is just embarking on its digital journey. this should be the lens through which all functionality is prioritised. How Becoming a successful digital company is about does it support our business objectives? How far more than just switching on a webshop. 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. business practices that 2. Build drive cost saving and operational efficiency. Whether those goals are to towards a digitally-focussed business. or collaborative. cross-functional teams and ensure “Ensuring C -level buy in and support is fundamental.” 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 . 7 Key Considerations illo FOR MERCHANTS GOING DIGITAL P re se n te d by Redb ox Dig ital 1. 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. Ensuring C-level buy in and support is fundamental. 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.

consider the full user journey from consideration to purchase and into post sale and delay . DON’ T REI NVENT THE WH E E L . “Don’t For customers. many older business practices off-the-shelf solutions to support even the need to be reviewed in the move to online.that you are taking the wider team on the digital 6 . D O N ’ T D E L AY. A robust ecosystem like the In a traditional B2B business that has not yet Magento community delivers thousands of embraced digital. Prioritize key features as part of your business. applications. L EVER AGE O FF -THE-S HELF AP P L I CATI ONS 4. transformation journey. and feed that insight back into improving your customers’ experience. S TA R T T O D AY to unwind business practices that are established as company lore. customer service. Do most unique requirements. 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. 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 . 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. 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). The beauty of the digital channel is that you can test 5 . questioning and removing Don’t aim for perfection with your initial website obsolete legacy practices can streamline your delivery. Minimum Viable Product and get trading. Consider how their roles will evolve as the digital channel grows. 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. need a bespoke price simply because your sales reps like to do a deal? While it can seem daunting 7.

Developers are most efficient likely be undertaken by those who understand when they’re able to work without stopping. a project can remain on-time and on. and where they could potentially fit budget. Listening to a developer’s feedback and considering alternative options they propose can save substantial time and money. party system should be shared with the SI too. 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. Experienced developers know what can into the implementation plan. product developers who have worked with systems managers. progress. How each internal initial discovery meetings held with the system resource will interact with the new channel integrator (SI). perspective. development efforts will involved projects. 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. make a project successful or not. by providing as much information up front as ensure they are kept up to date with the project’s possible. more readily available. Internal to be integrated than they realize. so backoffice systems. It’s not just developers who influence the code of the eCommerce platform. marketing managers.” 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 . Any in-house users such as customer service reps. “You need to think about more than the customer’s behavior when defining requirements for building an effective B2B eCommerce channel. If that team is separate. To make information Commerce platform implementations are detailed. from a revenue and profitability the most helpful point of contact at each third. Any institutional knowledge about will be critical.

GROW REVENUE R • 6 TIP S FOR WINNING B2B BUYERS ( TEMANDO) • 5 B2B EC OMMERCE CAMPAIGNS TO ENG AGE ALONG THE PATH TO PURCHASE (DOTMAILER) .

O ne key actio n item fo r setting up a successful B2B business is to get shipping and fulfillment right. United Kingdom. shipping and fulfillment automation. and France. this is now easily attainable. This presents a big problem for B2B business. 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. To help manage these challenges. Having the ability to about 60 percent of shoppers to abandon adapt B2C features for the benefit of you their carts. B2C businesses are driving customer Australia. here are three B2C shipping and fulfillment trends that the B2B world should be mindful to incorporate into their overall strategies. 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. and platform compatibility–issues primarily related to B2B stores. With great technology at your finger tips. The experience in ways that B2B businesses data shows us shipping-related pains forced traditionally lack. include increasing carrier costs. 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 . will give you a competitive retailers who stated that their key challenges advantage. 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. Learn how you can drive profit from shipping and fulfillment best practices with the following tips.

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

Find out options such as time-slot booking and tracking more about Magento Shipping. locate you stock accelerate the pace of order fulfillment. 6. 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 . 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.” As the line day. shorten across channels. A 2016 McKinsey & Company study found B2B such as heavy haulage. with early adopters reporting. “higher client-satisfaction Managing volume shipments can pose a scores. and deliveries from many customers throughout the an increase in employee satisfaction. you can allocate new resources on deliver in the shortest time and distance possible. Having the ability to tap into these strengths will improve your bottom line and streamline operations. By viewing stock across multiple lead time. warehouses. that only the most innovative will thrive. it’s clear to expect shipments with tracking updates. and drive down carrier-related costs. competitive strategy and you’ll grow your B2B More than half (53 percent) of B2B buyers state business faster. 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. that “excellent customer service and post- purchase support” are the main drivers of Ready to take the next step in your customer supplier loyalty. 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. for you to specify if the shipment should be prioritized or if it requires special freight services. 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. alerts will be viewed favorably. further. gap will be even more apparent as consumer digitization occurs. Consider alongside advance shipment notice (ASN) customer experience when determining your messaging. What’s encouraging is that 5 . That the encounter along the way. 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. you can find the goods needed to As a result. 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. Providing them with information of when between B2C and B2B continues to blur.

is a workplace essential.in s p ire d approac h to B 2B spend. a targeted Facebook advert. 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 . 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 . on the other hand. for C U STOME RS A LONG T H E PAT H TO example. This interacting with their business inbox. is unlikely to be seen by an employee P U RC H A SE : during office hours. testing. Guide customers–both prospects and b u y i n g cyc l e . 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. a n d c a n sust ai n i t s l e ng thy a finger. 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. returning business–towards the sales funnel while continually developing. Email. B2B eCommerce customers operate in a corporate environment. to ROI. 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. giving it much less clout. and refining your marketing strategy. 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. pulling in £30 returns for every £1 you T h i s B 2C . 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 . 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.

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. to get your desired including them in your strategy works wonders response. TH E W E LC O M E CA M PA IG N you can activate your timely abandoned cart rescue at mass scale. replenishment benefits. Plus. Data elements like average depletion and reorder periods can help 2. and ending with an attractive. Research by SaleCycle shows that cart rescue automations provide a 40 percent open rate. achieve an open rate of 53. with the best content. the program might begin with a tracking to promote relevant products simple ‘Thank you’. An automated replenishment email reminds your customers to re-order consumable products when Every business is different and what works they run out. research shows that people that read at least one welcome message read 3. with conversion sitting at an average of 28 percent. and they’re also willing to put in the effort to secure the best deal. But with that variety and dedication comes indecision and a longer selection process. and time. 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.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. With support from email marketing automation. and contents of your welcome loyalty. for engagement. followed by a benefit-driven to customers and provide personalized email to build trust. is optimized for timing. 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 . For example. The result? More customers ditching your goods at the final hurdle. Make sure every email time-limited offer like free delivery. Think about how you can optimize the strategy and a great way to boost brand love and style. 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. A robust replenishment campaign for others might not provide the perfect fit for is one of the mainstays of your post-purchase you. structure.1. targeted replenishment emails can campaign to drive the best ROI.

You could begin with a light-hearted. 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 . better B2B eCommerce marketing campaigns. stronger. C O N T E N T. By implementing these five automated campaigns. best way to nurture lapsing or inactive contacts. you’ll prepare faster.4.L ED CA M PA IG NS 5 . 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. or even those of relevant content before engaging with a who haven’t opened your emails in the past six sales representative. and. so it’s crucial that your design’s sensitive to this. customer at every stage along the buying cycle. Multichannel engagement campaigns: Give your contacts the chance to get socially When it comes to B2B eCommerce. information that might impress a customer and guide them to choose your brand. 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. report from Demand Gen. from sign-up to post-purchase. According to a recent These campaigns come in all shapes and sizes. a definitive action for reader to take. mix it up with something value- driven like a piece of personalized content. 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. and watch your marketing automation helps you to nurture every brand ambassadors multiply through social sharing. advice campaign based around your answers. 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. follow up with an offer. try to keep the or service. email acquainted with your business. 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. use their feedback as a testimonial message as clear and concise as possible with to influence your entire contact list. about your product or service and design an conversational email. if all else fails. Think about the kind of months. making process.

CREATE OPPORTUNITIES O • HOW TO OVERC OME B2B DIGITAL TR ANSFORMATION CHALLENGE S FROM STR ATEGY TO SUPPLY CHAIN (I95DEV ) .

e. poor training. you’ll need to show requires people to learn new technologies and them exactly how eCommerce—and change— tools (i. 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 . it completely unfounded. middle OPER AT IO NA L C H A LL ENGE S management might not want the extra work. businesses view B2B eCommerce adoption of effective communication. B2B eCommerce transition process. The most commonly THE BIGGER PICTURE cited culprits for the resistance include lack Often. employees might fear the loss of their jobs. and more. Map your B2B eCommerce project to your organizational BUY IN goals so B2B eCommerce is prioritized and budgeted for. and lack of can be farther from truth. a web platform). 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. failure to take as an IT enabled cost cutting step and nothing employee feedback. 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 . follow new processes. 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. B 2 B b u sine sse s often find themselves struggling with it. Top management and shareholders might not want to spend the money. Pushback can come from all levels of an organization. Because these concerns aren’t organization. Changes like these are unsettling and rarely welcomed. 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. can streamline your business and help it grow. It affects how the business is run.

addressing and navigating these complications Withholding or obscuring information and part of your project plan from the outset. be sure to politics play a big role in initiatives like B2B thoroughly document along the way so you eCommerce adoption. and disconnects KNOWLEDGE RETENTION them from ownership of and responsibility for project success. 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 . and employees complicate adoption. differences between IT and sales. presenting biased information diminishes the trust between the stakeholders. which can very easily address these concerns. 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.management process. 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. 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. Show stakeholders how eCommerce will do this for them and make them part of achieving success. managers. The different agendas don’t lose institutional knowledge and project of the stakeholders involved and departmental momentum. Your eCommerce project is meant to solve existing problems and enable growth. Multiple stakeholders and departments are involved in B2B eCommerce adoption. processes. H U MA N RE S OURCE CH ALLE NGE S ENGAGING STAKEHOLDERS To get engagement. and equipment are for new technologies and tools. is critical for successful adoption of B2B eCommerce. start by doing the work to understand the needs and expectations of each stakeholder. communicate clearly and transparently.

and loss of interpersonal relationship with suppliers. and training for external stakeholders is also critical for the successful adoption of B2B eCommerce. All these systems are part of the ecosystem and it is critical for them to work with each other. They may worry about lack of training. During your planning phase. consider this very seriously as lack of integration can lead to a number of other problems. vendors. and customers. sales representatives and distributors) and channel relationships. communication. CHANNEL CONFLICT B2B eCommerce has traditionally survived on system of channels (e. Channel managers are often naturally wary of eCommerce systems because of the belief that eCommerce will complicate or eliminate their roles. negating the benefits of B2B eCommerce adoption. 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. 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 . So better planning.g.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. fear of job losses. You’ll need to demonstrate the opposite.

In addition to its flagship digital commerce platform. ABOUT MAGENTO C OMMERCE Magento Commerce is the leading provider of cloud commerce innovation to merchants and brands across B2C and B2B industries. the B2B 300 and the Top 500 Guides for Europe and Latin America. 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 .com. with more than $124 billion in gross merchandise volume transacted on the platform annually. Magento Commerce is supported by a vast global network of solution and technology partners. a highly active global developer community and the largest ecommerce marketplace for extensions available for download on the Magento Marketplace.magento. Magento Commerce is the #1 provider to the Internet Retailer Top 1000. More information can be found at www. Magento Commerce boasts a strong portfolio of cloud-based omnichannel solutions that empower merchants to successfully integrate digital and physical shopping experiences.