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THE B2B ECOMMERCE LANDSCAPE
“B2B buyers are now taking a digital-first approach to discovering and making purchases.” – Forrester
Worldwide United States
B2B eCommerce Sales from 2015 to 2020 (in Trillions U.S. Dollars)
$6.7 Trillion by 2020 $1.13 Trillion by 2020
WHY PERSONALIZE B2B? IT’S ALL ABOUT THE BUYER EXPERIENCE
1. https://www.schubertb2b.com/2016/05/6-b2b-ecommerce-stats-you-cant-ignore-in-2016/
70% of B2B purchase decisions include at least two decision makers.
Almost 30% of B2B transactions include more than five decision makers. This makes it critical that B2B websites serve multiple buyer personas.1
80% of companies implementing B2B eCommerce believe that their customer expectations have changed due to B2C practices. 1
57% of the buying process is done prior to engaging with the sales team. B2B sites should be sales tools assisting the buying process. 1
68% of B2B buyers say they’re unlikely to return to a website that does not provide a satisfactory customer experience.”Forrester’s North American Technographic, Customer Lifecycle Survey
B2B CHALLENGES
B2B Businesses B2B Buyers
Product Discovery
Inventory Management
Maximize Resources
Cost Reduction
Customer Lifetime Value
Unique shopping process
Contract pricing/compliance
Account/role based Purchasing
Regulatory restrictions
Content availability
CHALLENGES
WHAT IS PERSONALIZATION?
Gartner defines personalization as, "a process that creates a relevant, individualized interaction between two parties designed to enhance the experience of the recipient. It uses insight based on the recipient's personal data, as well as behavioral data about the actions of similar individuals, to deliver an experience that meets specific needs and preferences.“*
Why Personalization for B2B?
• Leverages behavioral data and predictive analytics• Simplify and enhances buying process• Improve product findability and discovery• Account/user-based content & product recommendations• Increase customer loyalty and retention• Eases replenishment and re-ordering process• Optimize merchandising and field sales productivity• Better support procurement and supply chain process
HOW PERSONALIZATION IMPROVES THE B2B BUYING EXPERIENCE
• Personalize experiences based on account and user role across channels
• Enhances product findability and discovery
• Personalize content (data sheets, buying guides, product videos)
• Streamline replenishment and simplify re-ordering
• Increase visibility and sales for private label (proprietary brands)
• Increase loyalty/retention with personalized emails
• Increase product knowledge and productivity of field sales reps/call center agents (cross-sell, upsell, introduce new products)
HOW DOES PERSONALIZATION HELP B2B?
Product Findability & Discovery
Enhance visibility to new product lines and product-related content through:
• Homepage Personalization• Visual Search• Visual Navigation• Account-based recommendations• Product finder tool
Inventory Management
Reduce inventory related buying and fulfillment challenges with Certona’s API solution.
• Real-time inventory visibility (for on-time delivery)• Alignment of contract pricing and inventory by customer• Leverage internal and 3rd party data to enrich buyer profile• Relevant out of stock replacements• Increase visibility and sales for excess inventory• Recommendations based on account and user location for fastest delivery
Real-time Inventory& Contract Validation
Identify ClosestWarehouse
QuickDelivery
HOW DOES PERSONALIZATION HELP B2B?
Cost Savings & Increased Profits
• Reduce manual merchandising efforts with personalized product listings and recommendations• Reduce time to find and purchase products• Reduce product returns• Increase product discovery and upsell/cross-sell opportunities• Increase visibility and sales for private label (proprietary brands)
Hard to find the right products
The Personalized Way
vs
The Old Way
The right products come to you
HOW DOES PERSONALIZATION HELP B2B?
Contract Governance & Role-based Buying
• Dynamic (tiered) pricing based on customer and buyer role• Unique content based on account/buyer role• Filtering out restricted products• Identifies and leverages brand preferences• Incorporate offline order history online
JohnProperty Manager
Near San Diego Warehouse
Tier 3 Pricing
Frequently OrdersPhilips Light Bulbs and Behr Paint
Master Account User
Geo Restriction onGas Products
HOW DOES PERSONALIZATION HELP B2B?
Empowering Your Sales Team
Equip mobile enabled sales team with:
• Customer purchase history
• Online behavior
• Inventory visibility
• Increase upsell/cross-sell opportunities
• Help with new product discovery
HOW DOES PERSONALIZATION HELP B2B?
Personalized Content
Recently Viewed Categories
Personalized Promotions
Replenishment Messages
B2B PERSONALIZATION EXAMPLES
Homepage
Type-ahead suggested terms
Account-specific recommendationsbased on search terms
B2B PERSONALIZATION EXAMPLES
Enhanced Search (Visual Search)
Category and Product Listing Pages (Auto Discovery)
Personalized category pages based on:• Browse behavior• Previous purchase• Business objectives• Account/user role
B2B PERSONALIZATION EXAMPLES
Recommendations based onbrowse behavior and pastpurchase history withinNavigation menu
Enhanced Navigation (Visual Navigation)
B2B PERSONALIZATION EXAMPLES
Recommendations based oncompany approved product list
Reduce time to discover products
Category Page
B2B PERSONALIZATION EXAMPLES
Product Detail Page
Account based promotionsand offers
Recommendations based on:• Browse behavior• Previous purchase• Business objectives• Account/user role
Content Personalization
B2B PERSONALIZATION EXAMPLES
Shopping Cart
Personalized Recommendationsbased on:• Browse behavior• Previous purchase• Business objectives• Account/user role
Replenishment Message
B2B PERSONALIZATION EXAMPLES
My Account Page
Recently Viewed or Bought
Account-based Cross-sell Upsell
PersonalizedContent
B2B PERSONALIZATION EXAMPLES
Product Finder
DrillFinder
BulbFinder
• Increase site engagement and conversion
• Enhance product discovery
• Reduce product returns
• Enrich customer profiles based on answers
B2B PERSONALIZATION EXAMPLES
Engage buyers with relevant content where they need it based on account or user role.
• Data sheets• Buying guides• Case studies• Product videos Legislation
Message
GreenAlternatives
BrandPromotion
B2B PERSONALIZATION EXAMPLES
Content Availability
• Increase brand loyalty through personalized offers and promotions• Re-engage and recover sales from cart/browse abandonment
Re-engage with Relevant Alternatives
Upsell/Cross-sell Based on Purchase
B2B PERSONALIZATION EXAMPLES
Customer Lifetime Value
Email Personalization – Remarketing – Transactional - Marketing
Re-engage with Relevant Alternatives Upsell/Cross-sell Based on Purchase
B2B PERSONALIZATION EXAMPLES
Mobile Sales Empowerment
Ease replenishment
Cross-sell & product discovery
Upsell based on online behavior
B2B PERSONALIZATION EXAMPLES
Packing Slips
Personalized Recommendationsbased on:• Browse behavior• Previous purchase• Business objectives• Account/user role
Personalized Promotions• New product discovery• Merchandising goals
B2B PERSONALIZATION EXAMPLES
KEY TAKEAWAYS
• Personalizing the B2B buying experience is possible with the right strategy
• Leverage customer and role-based information to deliver the most relevant experiences
• Personalizing the buying experience improves customer lifetime value
• Personalization empowers the sales and customer service teams
• Don’t be afraid to test and try new ideas!
THANK YOU!
Contact Certona to learn more aboutpersonalizing the B2B buying experience.
[email protected] US: 858.369.3888UK: +44.845.121.5155