eCommerce Marketing Manager / Reed Elsevier / www.elsevier.com Digital Media Consultant / g360 / www.g360.gr

Stefanos Falkonakis

B2B eCommerce, “Checkup” και Αντιμετώπιση

B2B eCommerce, bubble or burst?

2010 2011 2012 2013

572.5680.6

820.5

963Sales in Billions (Dollars)

• Many B2B companies like Oracle, eCommerce will comprise 50% of their total sales.• In the US, B2B eCommerce is growing by over 34% annually. • Only 25% of B2B companies have an eCommerce website. • 81% B2B procurers would choose a supplier that offers eCommerce over another that does not.

Why we must Love B2B eCommerce?

B2B Companies that have over

50% of revenue coming from

Online Channel

B2B companies that direct sales are driving

most of the revenue but online is growing in

importance

B2B companies that see no growth in

their online business in 201328% 31% 5%

Affordable platforms

Lower administrative costs

Inventory management

Live Sales Tracking

Live Behavior Tracking

Multi vendor usability

Quick Checkup, what are the differences between B2C and B2B eCommerce?

B2B payments: line of credit and PO

CRM integration (salesforce.com)

Enhanced estimates Reseller pricing and discounts

Buyer management and hierarchy

Advanced eligibility management

Advanced pricing and promotions

Customized Product segmentation Advanced up selling & cross sellingtechniques

Direct Sales – B2B eCommerce Business Model

Channel Resellers – B2B eCommerce Business Model

Manufacturers – B2B eCommerce Business Model

8

Where do most companies Fail

in B2B eCommerce

No integration with CRMNot a management priority

Marketing strategy

Pricing complexity

Rush development

Customer engagement Specialized customer service

B2B User Experience

PO option as as payment gateway

How to guides

Lack of Internal teams education

Lack of resources

Channel conflict

Budget constrains

Sales team compete with eCommerce

Visibility

Education

Personal approach

9

Where do most companies Fail

in B2B eCommerce

No integration with CRMNot a management priority

Marketing strategy

Pricing complexity

Rush development

Customer engagement Specialized customer service

B2B User Experience

PO option as as payment gateway

How to guides

Lack of Internal teams education

Lack of resources

Channel conflict

Budget constrains

Sales team compete with eCommerce

Visibility

Education

Channel Conflict between Online Sales & Direct Sales

! !52%

of B2B companies with a B2B eCommerce websiteresponded* that Channel Conflict is a big concern.

*Oracle 2013 eCommerce Trends

10

Strategic Key Factors

for Success in E-Commerce

Catalog

Reach

Cust

omer

Se

rvice

UsabilityTechnology

Innovation

Brand

Logi

stics

Strategy

Business Plan

CapacityProcess flexibility

Countries

Service quality

Payments

Relevancy

Behavioral targeting

Single view of customer

Recommendations

Personalization

Video

Mobile

Maintenance

Publishing lead timeInterfaces

Stability

PerformanceFeatures Scalability

NavigationUsability testsAbandoned baskets

Conversion rateCustomer retention

Call Center complaints

Call Center

Delivery times

PaymentSelf-services

Refunds

Channels NewsletterLoyalty Program

Affiliate program

Pricing# Products Product mix

License ContentReturn reasons

Returns

Collections

Featured productsBrand value

Target groups

Marketing budget

Market segments

Corporate Identity

CampaignsFulfillment

Top eCommerce Platforms for B2B eCommerce websites?

Best B2B eCommerce practices in Health

Best B2B eCommerce practices in Science & Technology

eCommerce is also about Services & Consultation

Thank you!S.Falkonakis@Elsevier.com

Summary & Quick Tips

• Don’t be afraid of New Technologies and eCommerce.

• Don’t be afraid to use B2C practices on to B2B eCommerce.

• Engage the Direct Sales with eCommerce.

• Invest in Technologies that can support the complexities of B2B organizations.

• Focus on the overall customer experience to drive customer acquisitions and retention.