Visit: http://pages.crossview.com/B2B-Webinar-1-resources.html for our webinar replay and an exclusive offer from CrossView.
Whether you are taking your first steps down the digital path or you’re refreshing an existing, more complex roadmap for B2B, learn what you need to think about on this journey – today and tomorrow.
Webinar Highlights:
• What are the key factors driving companies to shift to B2B commerce?
• How can digital channels complement – even support – your on-the-ground sales teams?
• What tools and technologies can help with your online B2B transformation?
B2B Webinar: Creating Your Digital Roadmap. Why Now?
1. www.crossview.com 1
B2B Webinar Series:
Creating Your Digital
Roadmap. Why Now?
Tue, May 19th 2pm-2:45pm EST
John Klein
Vice President of Commerce Strategy
jklein@crossview.com
May 2015 | CrossView Intellectual Property
2. www.crossview.com 2
What are some of the key factors driving digital enablement for B2B?
What is a Digital Roadmap and how can it help?
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B2B Digital Enablement Model
Product
Research
Sales
Post
Purchase
Support
Not Enabled
• PDF links or Brochures
only
• Field sales
• Phone and Fax
• Simple FAQ
• Phone and Fax
Partially Enabled
• Structured product specifications
• Some support materials
• Some but not all information
searchable
• Online sales for simple products
• Limited or no account specific
pricing
• Knowledge Base
• Some self service support
• Limited community support
Fully Enabled
• Fully structured product information
• All product related materials
• Fully searchable
• All products available online
• Contract Pricing
• Full order history
• Fully searchable knowledge base
• Full self service support, ticketing,
ability to monitor status, etc.
• Full community support
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Looking for consumer-like
purchasing tools that make it easier
to conduct research, manage the
buying process, and obtain post-
purchase service and support
Purchasing workflows and roles are
becoming more complex and varied
and buyers expect suppliers to
support that model of customer
touch-points in the research,
purchase, and post-purchase
lifecycle
Customer Drivers
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Ideal Consumer Experience
❏ 24x7x365
Availability
❏ Simplified
Shopping
Experience
❏ Real time
order tracking
❏ Access across
all channels
❏ Recognition
across touch
points
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❏ Full catalog, pricing,
promotions and
inventory
❏ Comprehensive and
up-to-date product
information
❏ Shopping tools they are
used to - Related
Products, Wish Lists,
Customers also like,
etc.
❏ Order Management
tools such as save-to
lists, order history, etc.
B2C Customer Experience
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The purchasing
decision is being
distributed throughout
organizations.
Many day to day
purchases are more
often being done by
administrative roles,
office assistants, lab
technicians, etc.
These new buyers
often prefer to do their
own research,
purchase online, and
never interact with a
sales rep.
Changing Purchasing Workflow
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Business and marketing teams need to
evolve to reach and support customers
effectively
The way in which customers want to
interact with companies is fundamentally
changing the role of sales and
opportunities for cost savings
There is no well-defined approach or model
yet in many industries so first movers will
have an advantage
Business Drivers
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In order to meet the
changing needs of
B2B buyers,
businesses must
evolve their
organizational
structure.
New departments,
new functions, and
new responsibilities
have to be defined
- many of the same
roles that B2C
organizations had
to add.
Organizational Change
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The impact of the
changing buyer
behavior is being felt
across all industry
verticals.
Forrester recently
estimated that 1
million US B2B
sales roles will be
replaced by 2020.
Roles that primarily
provide information
or take orders will be
the most heavily
impacted - and the
biggest opportunity
for savings.
Reducing Costs
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Organizations can also reduce cost by maximizing self service offerings post-sale and
reducing call center and support costs.
❏ Enhanced Support Tools
❏ Automated renewals and Replenishment
Reducing Costs
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Unlike B2C where most of the customer interaction models for various consumer
industries has been well defined - B2B is still relatively uncharted and varies
dramatically by industry:
❏ Healthcare
❏ Biotech
❏ Construction
❏ Manufacturing
❏ Etc.
Opportunity and Competition
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Systems must be enabled to provide
transparency and consistency of
information across all customer touch-
points in the research, purchase, and
post-purchase lifecycle
New tools that fundamentally change
“How” business and customer needs can
be met are coming to market every day
Tech Drivers
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Complex Landscape
The tools that a
business or
marketing
organization can
use to reach,
interact with, and
support
customers is
massively
complex.
Determining the
right combination
of core platforms,
3rd party tools,
reporting, etc. has
never been more
difficult.
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Technology - Changing Landscape
The landscape is also
not standing still -
rather it gets more
complicated every day.
New, innovative tools
provide new
opportunities.
Existing tools are
acquired and
consolidated into suites
of products
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Customer Business Technology
❏ Who are they?
❏ Where do they interact?
❏ How do they purchase?
❏ What is their process?
❏ Where are the opportunities?
❏ How well do you support the
buyer?
❏ What needs to change?
❏ Where can you reduce costs?
❏ What is the competition doing?
❏ What is the current state?
❏ How available is critical
information?
❏ What needs to change?
❏ What is the long term
vision?
Digital Roadmap
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Business
❏ Current Organizational Model
❏ Competitive Assessment
❏ Identify Opportunities for Cost Savings
❏ ROI and Cost Justification Models
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Organizational Structure
VP Cross Channel & Strategy
Digital
Marketing
eCommerce
Operations
Digital
Analytics/Reporting
Fulfillment
Customer Service /
Call Center
Payment /Fraud
eCommerce
Technology
Web
Development
QA
Site Admin
/Security
Strategic
Partnerships
Strategic
Partnership
Management
eCreative/
Art Direction
Web Design
Web Production
Site
Management
Corporate
Marketing
Cross
Channel
Strategy
Digital
Analytics
Site Admin /
Security
Site QA
Merchandising
Mobile
SEO Analytics
Digital
Marketing
Social
M-Commerce
Mobile Marketing
Social
Commerce
SEM /Affiliate /
Email
Social Media Marketing
Corporate
Merchandising
Catalog
Management
Content / Asset
Management
eCommerce
Merchandising
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Technology
❏ Current State Assessment
❏ Identify Technology and System Gaps
❏ Platform Selection and Evaluation
❏ Initiative Planning
❏ Prioritized Technology Roadmap
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Platform Features and Strengths
CMS Platforms
• Authoring Tools
• Workflow &
Approval
• Rich Media
Management
• Social & Communities
eCommerce Platforms
• Cart & Checkout
• Catalog &
PIM Pricing
• Payments/Tax/Fraud
• Promotions/Coupons
• Loyalty
• Inventory
• OMS
3rd Party
Tools
• Analytics
• Search Marketing
Automation
• Mobile
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eCommerce Driven
• Good for retailers with many products
and categories
• Supports Omni-channel experience more
directly
• Stronger marketing automation
capabilities
• Better support for complex pricing and
catalog for B2B business models
• Templates can be more rigid and
keeping features and platform up to date
can be challenging
• Less robust CMS features and asset
management
• Integrated marketing automation tools
can be quickly outdated
Hybrid
• Maximizes strengths of both systems
• Marketing and sales work with tools that
better support their objectives
CMS Driven
• Good for manufacturers with lots of rich
product content, visual assets, etc.
• Supports campaign style publishing and
promotions well
• Supports complex buying processes with
lots of information that are handled best by
call center or field sales reps
• Supports unique or innovative web
experiences more easily
• Typically leads to very simple checkout
process for limited skus only
• Limited payment and merchandising
options
• Full integration with backend systems
(OMS, Payment Gateways, Tax,
Inventory, etc.) more complex
• Less robust product catalog and
information capabilities
Digital Integration Models
• More complex Integration (Customer
data, Analytics, Page design, etc.)
• Maintaining customer view across
systems can be difficult
• Some duplicated work and many internal
debates as to where pages/content
should be managed
• Major changes become more difficult to
manage and implement with two systems
positivesnegatives
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Description &
Key Features
Catalog
Product
Entry Level
• Shopping cart plugins
• Low volume/complexity
SAAS solutions
• Small catalogs
• Simple pricing
• Single country/currency
Small, single catalogs
Simple, no complex
pricing or configuration
Consumer, Simple CC
based B2B
Shopify, Volusion,
OpenCart WooCommerce
$
Middle Tier & Specialized
• Licensed open source systems
• Medium volume/complexity
SAAS Solutions
• More complex catalogs & pricing
• Some International &
Multi-Currency support (often
requiring additional development)
Larger catalogs, some multiple
support
Varied support for complex pricing
and configuration
Larger Consumer, Small B2B with
more complex business models
Magento, InsiteCommerce, ERP
Web Interfaces
$$
Industry Leaders
• Fully integrated platforms
• Robust commerce and back office
components
• International & Multi-Currency support
• Complex B2B support
Large complex catalogs, customer and
country specific
Complex pricing and product
configuration
International retailers, manufacturers,
distributors, etc
SAP Hybris, IBM Commerce, Oracle
ATG
$$$
Commerce Platform Landscape
Customer
Examples
Cost
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Year 1 – Build the Foundation Year 2 – Personalization Year 3 – Operational Efficiency and Growth
Tools&
Enablers
Simplifythe
ShoppingProcess
Personalize
Your
Customer
Interactions
Extend
YourSales
Reach
Site X Re-Platform Content Management
System
Personalized Content Spots
Integration to Fraud Detection /
Payment and Tax System
Social Monitoring / BI
Tools
Closed-Loop Marketing Analytics and
Customer Segmentation
Product Comparison
Checkout
Enhancements
Landing Pages
Prop Configurator
Quickview
Advanced Personalized Marketing
Content / Messages (e.g. Promotions)
Store Events Online
User-Generated Content
SMS AlertsEnhanced SEO
Apparel-Specific
Capabilities
Distributed Order Management /
International Fulfillment
Enhancethe
Cross-Channel
Experience
Cross-Channel Returns /
Exchanges
Factory / Vendor Direct
Orders
Extended Sites (West Marine Outlet,
New Lifestyle-focused Concepts)
In-Store Mobile / TabletStore Inventory Online
Enhanced Store Locator
Click to Chat / Facetime
Buy Online, Pick Up In-Store
Mobile for Port Supply
Buy Online, Deliver to Marina
A/B Testing
Recommendations
& Associations
Tablet Catalogs
Mobile Apps
International
Expansion
Cross-Channel
Attribution
Community / Social Strategy
Enhanced Social Networking
Integration
My Account
Batch Picking from Hub Stores
Segmented & Personalized
Email
Shipping
Program
Delivery / Availability Insight
for B2B
Alternate Pay Types (PayPal, Bill
Me Later)
Personalized Search Results
Outfitting / Quote System
Best-In-Class Tooling to Manage Catalog, Promotions and
Marketing
Advanced Imaging
Solution
Site to Store
Alternate Menu
Structure
Endeca Multi-Select
Redesign Prod
Templates
Enhanced Order
Tracking
Staging Environment
Expanded Social Sharing
Answer Box
Store Pages
Local SEO
Improved On-Site Search
(unstructured content)
Site Y Re-Platform
Parts Configurator
Multi-Language, Multi-Currency
Self-Service for common call
center activities
Solution Selling
Cross-Channel View of
Customer
Consultation Appointments
Endless Aisle in Store Extend Web Content to Store
Social Signon
Suggestive Selling
(MyBuys)
Reputation Management
Perpetual Inventory
Multi-Year Digital Roadmap
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John Klein
Vice President of Commerce Strategy
jklein@crossview.com
THANK YOU
● CLICK HERE to visit our resources page with the
webinar replay and an exclusive offer from CrossView.
Notas do Editor
Thank you Robyn - Good morning (afternoon) everyone and thank you for joining us today for our discussion on Digital Roadmaps and why Now is the right time for organizations to invest in the Digital Channel
Today we are going to cover two main topics:
The first is - Why Now - What are some of the key things that are driving B2B businesses to focus, invest, and enable their digital and omni-channel capabilities?
We’ll look at that from a couple of different perspectives and talk about what’s happening to drive some of the changes
From there we’ll look at What it means to build a Digital Roadmap - what questions it looks to answer and what kinds of activities it consists of
And along the way we’ll look at some examples of those activities and deliverables and
Before we start however - I’d like to do a quick survey.
What you see here is a very simple model for classifying where a company is from a digital enablement standpoint.
By looking at how the digital channel is supporting product research, sales, and post purchase support we can get a sense of where someone is starting from.
So Ill give everyone about 15-20 seconds to classify where you think you’re company fits in this model and the take a quick look at the results
Robyn can you go ahead and activate the poll?
Again - How would you classify the current state of your companies’ B2B Digital enablement is the question.
Fully enabled, Partially enabled, or Not really enabled at all?
When we look at what’s happening the B2B Market - there’s really three key trends that are driving companies to realy focus on their digital and omni-channel enablement
The Customer
The evolution of the B2B buyer and purchasing process
Your Business
That evolving B2B buyer is forcing an organizational change in order to meet those changing needs
Its also creating an opportunity for substantial cost savings in the sales and support structure of many companies
Technology
Older systems that simply don’t make it easy (or in some cases possible) to surface critical information to the evolving customer
Complexity and pace of change in the digital and omni-channel space
There have been a lot of articles lately about the idea that B2B buyers are looking for consumer-like experiences from the businesses they interact with - So, Why is that?
The obvious answer is that, quite simply, B2B buyers are also consumers who interacts with the kinds of digital touch-points and experiences every day that make up the more traditional consumer experience.
Those personal experiences influence their expectations for what they expect companies to provide, and as a result - the ideal customer experience is quite similar for both B2B and B2C
In order to stay relevant, B2B businesses need to stay aware of those trends and offer the same kinds of experiences to their buyers
Because the B2B buyer is also a consumer, it should be no surprise that some of the most important things that they identify as important from a customer experience standpoint are going to be the the same things that B2C companies are typically already providing
In terms of basic functionality that help make their jobs easier that includes things like
24x7x365 availability - the ability to research products, make purchases, and get support outside of normal business hours
Simplified shopping experience - Quick and easy purchasing, stored customer, payment, and shipping information, and other tools that have become standard in the digital channel
Real time order tracking - the ability to know the status of an order - in real time - without having ot interact with a person
Up to date information and recognition across touchpoints - so when they do need to speak with someone in a call center for instance, they have access to and are seeing the same information they are (shopping cart, order history, information, etc.)
Additional things like:
Access to the full catalog, accurate (and if appropriate personalized) pricing, promotional information, and up to date inventory
Up to date product information - new versions, upgrades, additional usage and support information for how products work, connect, and can be used by customers
Shopping tools like relaated
Technology
What is the current state of systems which provide critical information - product information, inventory, pricing?
How up to date and transparent is that information to the customer now?
What needs to change?
What is the architectural vision and core platforms and applications that make the most sense for your business?
What trends and innovations are relevant for your business - now and in the future?
We’ve looked at some of the challenges and opportunitites that are driving B2B firms to look more closely at their digital enablement
So what’s a digital roadmap and how does it help address those challenges and opprtunities?
A roadmap is simply a Strategy for Transforming your Business from where it is today to where it needs to be tomorrow…
We’ve looked at what’s driving B2B businesses to focus on the digital channel and think about how they are addressing some of these challenges and opportunities…
So how do you go about building your digital roadmap?
When we look at what’s happening the B2B Market - we tend to look at it from three specific lenses:
The Customer
Who are they?
What are their interaction models with you and your competitors and in general?
What is their research, purchasing, and support process?
What is their internal process for making purchases (small, medium, large and complex)
Most importantly - where are the opportunities all of those things easier?
Your Business
How well does the organization support the buyer - how well is it aligned to the task and activities required in today’s market?
How does it need to change?
Where are there opportunities to reduce costs?
What are your competitors doing? Where are their opportunities to provide unique services, information, and make their jobs easier?
Technology
What is the current state of systems which provide critical information - product information, inventory, pricing?
How up to date and transparent is that information to the customer now?
What needs to change?
What is the architectural vision and core platforms and applications that make the most sense for your business?
What trends and innovations are relevant for your business - now and in the future?
The Customer
Who are they?
What are their interaction models with you and your competitors and in general?
What is their research, purchasing, and support process?
What is their internal process for making purchases (small, medium, large and complex)
Most importantly - where are the opportunities all of those things easier?
Your Business
How well does the organization support the buyer - how well is it aligned to the task and activities required in today’s market?
How does it need to change?
Where are there opportunities to reduce costs?
What are your competitors doing? Where are their opportunities to provide unique services, information, and make their jobs easier?
Technology
What is the current state of systems which provide critical information - product information, inventory, pricing?
How up to date and transparent is that information to the customer now?
What needs to change?
What is the architectural vision and core platforms and applications that make the most sense for your business?
What trends and innovations are relevant for your business - now and in the future?