insite software's b2b online presentation: the best b2b ecommerce experiences start with...

1 • May 2016 • B2Bonline 2016 Customer Experience Strategy

The Best B2B eCommerce Experiences Start with Strategy and Tools

Point of View

Prepared by:

Insite Software


Agenda

• Introductions

• Customer-centric strategy

– Determining if you are customer-centric

– Key questions for creating a customer-centric strategy

– Value propositions

• Capabilities

– Determining if you have customer-centric capabilities

– Manufacturer

– Distributor

• What does success look like?


Introduction• Senior director of Customer Growth Services at

Insite Software

• Leadership team of digital marketing practice at

Acquity Group and Accenture Interactive

• Focus on early stage B2B eCommerce

• Practitioner perspective, practical strategist

Trusted executive advisor; leader of complex global programs; builder of

growth-driven eCommerce businesses


Customer-Centric Strategy


Determining if you are customer-centric

Internal-centric strategy

• Product features

• Product segments

• Margin & cost reduction

• Cost of sales

• Market share

Customer-centric strategy

• Customer needs

• Customer segments

• Customer value proposition

• Customer lifetime value

• Customer retention

The conversation must change from “our company” to “our customers”!

What you talk about most frequently is a good

indicator of the strategy you are pursuing…..


Customer-centric strategy key questions

• Who wants to be a digital customer?

• What prevents an offline customer from becoming a

digital customer or increasing digital engagement?

• What digital capabilities do our customers require?

• Where is the most value delivered to our digital

customers?

• How do we connect with new and existing

customers using digital experiences?

• How do we differentiate using digital experiences?

How would a customer describe your digital program?


Fundamental value proposition: easy

B2B buyers are explicit and consistent about the

fundamental online needs:

• Secure, simple online ordering

• Product findabilility, rich product information

• Content, guidance, and tools relevant to making

business decisions

But with the expectation that the complexities of the

buyer’s business is well understood by the seller!

B2B eCommerce should reduce the complexities of B2B research,

buying, and service….. not add another channel for pain.


Superior variety and choice within category or categories

Serving multiple buyer needs across categories in one basket

Making buyer’s life easier, saving time or aggravation, flexible access

Affordable price point relative to competitors and to quality of product

Can’t get anywhere else, differentiated product, unique to channel

Customization of products and/or personalized experiences

“Go-to” expert/source for information, advice and recommendations

Community and/or forum for information sharing

Enabling price and information transparency

Improving buyer’s life by solving a relevant problem for him/her

Fa

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Endless Aisle

Aggregation of Needs /

One-Stop Shop

Simplify My Life

Superior Price to Value

Exclusive Access/

Unique Offering

Offerings Personalized

to Me

Transparency

Place to Share,

Connect and Learn

Trusted Advisor(s)

Solution Selling

B2C value propositions work for B2B


Customer-Centric Capabilities


Building customer-centric capabilities

Internal-centric

• Limited branch hours

• ERP data structures

designed for sourcing

• ERP data structures for

single SKUs and rigid pricing

• Single print catalog

Customer-centric

• 24x7x265 ordering & returns

• Website information

architecture for findability

• ERP can support bundling,

promotions, and non-stocks

• Segmented catalogs in

multiple digital formats

Buyers will find the least painful path to purchase, and frequently that

path is to an online only competitor.

Pursuing a customer-centric strategy requires a

change in attitudes and capabilities across people,

process, and technology.


Key capabilities for manufacturers

• Branded content and unique assets – product

information, price sheets, support information,

installation instructions, submittals, CAD files

• Content syndication to distributors

• Product configurator

• Collaborative quoting

• Dealer locator

• Differentiation from distribution channels –

focus on brand vs. focus on selling

Provide content and tools to make the complex decisions easier!


Key capabilities for distributors

• Product findability – SEO, simple information

architecture, multiple part numbers, onsite search

• Optimization for customer purchase behavior

– New buy: onsite search, product content, guided selling

– Straight rebuy: subscriptions, reorder from order history

– Modified rebuy: alternates, multiple cart management

• Job quoting vs. product quoting

• Complex order management, especially splits

• Information transparency – inventory, status

Deliver the fundamental value proposition… make all of this easy!


What does success look like?


Examples of customer-centric success

Network with your peers and potential partners. Copying what works for

others is a valid path to success!

• #235 IR B2B 300

• 100% YOY online growth

• Rapid transformation to digital

• #171 IR B2B 300


• Launched 100+ custom stores in Q1

• #198 IR B2B 300


• >45% revenue online

• #117 IR B2B 300


• Approaching $500M revenue online


Q&A


1 (866) 746-0377

[email protected]

Insitesoft.com

Thank You

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