b2b ecommerce ecosystem

B2B ECOMMERCEECOSYSTEM

ALPHAZETA INTERACTIVE WHITE PAPER SERIES

B2B Building Blocks For eCommerce Success

By: Tom Font, AlphaZeta Interactive

Any company that wants to improve its B2B eCommerce performance, whether by deepening existing customer relationships, building new relationships, or by lowering the cost of servicing existing customers, need to adapt to this new reality.

B2B eCommerce is coming of age

It’s no longer enough simply to build an online extension of a legacy ERP system, slap a logo on top, and call it an eCommerce site. Rather, it is time for companies to start seeing their B2B eCommerce sites as what they are: the highest-producing members of the sales team. And, as such, they need the same commitment and investment any successful business would give to their sales force.

The traditional approach to building a B2B eCommerce site has to change.

When an eCommerce site cannot resolve these four crucial issues, the results can be disastrous: wasted marketing efforts, increased administrative and maintenance costs, dissatisfied customers, and lost revenue.

We have identified four primary reasons for this difficulty:• Content• Platform• Integration• Agility

AlphaZeta has the solutionWe call it the B2B eCommerce Ecosystem, an integrated, holistic approach to eCommerce that integrates marketing, customer support, and personalized content.

How the B2B eCommerce Ecosystem worksThe B2B eCommerce Ecosystem works by segmenting and targeting audience members, then delivering personalized content in the channels, and on the devices, chosen by that audience. The Ecosystem then provides measurement for you across all of the different audience touch points to optimize your content, improve engagement, increase the number of inbound leads, and develop more profitable relationships with your customers.

The B2B marketing Ecosystem enables marketers to:

MANAGE CONTENT ANDPUBLISH WIDELYManage content in the CMS, then reuse it for specific devices and in multiple channels, including web, mobile and social media.

IDENTIFY VISITORS ANDPERSONALIZEBy utilizing tools for IP address look-up, your web site can deliver relevant, personalized content from the very first visit.

GATHER DATA ANDSCORE LEADSMarketing automation enables behavioral data tracking and lead scoring, sending the most qualified prospects to the sales team.

ENHANCE AUDIENCEPROFILESEntice your customers with relevant content downloads and increase your knowledge about them at the same time.

CROSS-SELL WITH CUSTOMER INSIGHTS

Use previously gathered information to refine your campaigns and promote content about additional products and services.

BUILD A CONNECTED COMMUNITY

Market using social channels and build a strong social community to create evangelists for your brand.

PERSONALIZE THE ORDER AND REORDER

Take what we know aboutour customers, their previous purchases and contracted prices to optimize their average order value and order frequency.

Thank You

FOR MORE INFORMATIONTom FontVice President, Business [email protected](312) 263-7028, ext 230www.alphazeta.com