b2b ecommerce in health industry
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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 [email protected]
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.