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How to Increase B2B Revenues
with a Digital Marketplace
Larry Chao
October 8, 2014www.balluun.com10/8/14 1
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• B2B SaaS startup founded in 2009
– Offices in Silicon Valley, New York City, and Zurich
• Partner and technology provider of social
commerce with digital marketplaces
– Portfolio includes Balluun 365 and Balluun Directory
– http://www.balluun.com
• Currently powering the largest B2B networks in
industries like fashion, toys, and licensing
10/8/14
balluun introduction
www.balluun.com 2
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agenda
• What is a digital marketplace?
• How show operators increase revenue
• How B2B sellers/exhibitors increase revenue
• B2B digital marketplace example
• Creating a digital marketplace with Balluun
• Questions and Answers
60 minutes total
10/8/14 www.balluun.com 3
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agenda
• What is a digital marketplace?
• How show operators increase revenue
• How B2B sellers/exhibitors increase revenue
• B2B digital marketplace example
• Creating a digital marketplace with Balluun
• Questions and Answers
10/8/14 www.balluun.com 4
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what is a digital marketplace?
• a virtual, online environment, such as a
website, that allows individual firms to
conduct business electronically
10/8/14 www.balluun.com 5
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tech trends = b2b opportunities
6
Social NetworkingSocial connections, communities and communication
In consumer driving enterprise adoption
Social CommerceAnalytics of networks driving product
merchandising, recommendations, and transactions
MobileMobile devices with location-based services driving
commerce in physical and digital worlds
Enterprise CloudEnterprise security and manageability concerns
driving software-as-a-service adoption
what is driving digital marketplaces?
10/8/14 www.balluun.com 6
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the sleeping giant
October 15, 2013
B2B Sales Is Being
Massively Disrupted (Hint:
It's Looking More Like B2C)
“As the eCommerce option becomes a
more viable alternative to a
traditional direct sales model,
companies are increasingly migrating
their offline customers to more cost-
effective, self-serve, online-only
environments. In addition, they’re
now focusing their sales reps
exclusively on acquiring and
retaining higher-margin and higher-
volume key account customers.”
b2b eCommerce
$252BILLION
$559BILLION
B2B eCommerce
B2C eCommerce
10/8/14
A Soaring Debut
for Alibaba
September 19, 2014
In B2B e-commerce,
Alibaba has solved
one problem Amazon
can’t
September 8, 2014
www.balluun.com 7
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benefits of digital marketplaces
• Aggregate supply and demand
• Expand the market
• Reduce transaction costs
• Create new profit opportunities
• Provide abundance information or create
targeted communication
10/8/14 www.balluun.com 8
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agenda
• What is a digital marketplace?
• How show operators increase revenue
• How B2B sellers/exhibitors increase revenue
• B2B digital marketplace example
• Creating a digital marketplace with Balluun
• Questions and Answers
10/8/14 www.balluun.com 9
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benefits for trade show operators
10/8/14
New digital revenue streams
Global opportunity
More transactions
Expanded audience
Year round relevance
www.balluun.com 10
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digital service provider
• With a digital marketplace, trade show operators become digital service providers
– participate in new digital revenue streams and grow their business
• Trade show operators can increase their revenues by providing new digital marketplace services to their exhibitors and attendees
– advertisements, lead generation, and e-commerce
10/8/14 www.balluun.com 11
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Marketplace
Subscription
Online
Advertising
Premium
Services
e-Commerce
Transactions
digital revenue streams for operators
Increase your bottom line with new digital services10/8/14 www.balluun.com 12
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• Digital marketplace
subscriptions
– analogous to booth or
ticket fees for physical
trade shows, organizers
can charge exhibitors or
attendees a registration
or subscription fee for
access to the digital
marketplace and its
associated community
and services
• Potential revenue:
– Monthly subscription
• Sample Pricing:
– e.g., $100 per month
for an exhibitor to join
a digital marketplace
10/8/14
marketplace user subscriptions
www.balluun.com 13
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• Digital advertising
fees
– exhibitors can pay for
banner advertisements
or featured
placements for their
brands and products
throughout the digital
marketplace
• Potential revenue:
– Monthly charge per ad
– Pay per click
• Sample Pricing:
– e.g., $500 per month
for premium
placement
10/8/14
online advertising
www.balluun.com 14
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• Premium services
– the trade show can
become a true digital
service provider and
provide valuable
services such as lead
generation, order
management, or
analytics
• Potential revenue:– One-time charge per
service
– Monthly recurring charges
• Sample Pricing:– e.g., lead generation
list every month for $25 per month
10/8/14
premium services
www.balluun.com 15
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• e-commerce
commissions
– the trade show
organizer can provide
e-commerce
functionality and
charge a fee or share
in commissions for
transactions made on
the digital marketplace
• Potential revenue:– Percentage of e-
commerce transaction revenues
– Flat fee
• Sample Pricing:– e.g., $3000 for 3%
charge on $100K transaction
10/8/14
e-commerce transactions
www.balluun.com 16
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agenda
• What is a digital marketplace?
• How show operators increase revenue
• How B2B sellers/exhibitors increase revenue
• B2B digital marketplace example
• Creating a digital marketplace with Balluun
• Questions and Answers
10/8/14 www.balluun.com 17
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benefits for b2b sellers/exhibitors
10/8/14
Build a new business channel
Open new customer touch points
Find new customers
Increase market exposure
Transact digitally and gain insight on business
www.balluun.com 18
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Sell
EfficientlyOperate
Year-
Round
Expand
Market
Reach
increasing revenue for b2b sellers
Exhibit and sell more efficiently any time, any where10/8/14 www.balluun.com 19
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expand market reach
• Build more meaningful relationships
– Find, target and interact with buyers through messaging and social feeds
– Open new customer touch points with existing buyers
• Non-attending employees from attending companies
• Increase market exposure
– Discover audiences in new geographies
– Lead generation through trade show attendee list
– Analytics on similar profiles
10/8/14 www.balluun.com 20
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operate year-round
10/8/14
• Digital marketplace always open
– Company and product information
available 24/7/365
– Accessible from anywhere through
web and mobile application
• Track business in real-time
– Back-end integration with ERP/CRM
www.balluun.com 21
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sell efficiently
10/8/14
• Product catalog can be made
available any time, anywhere
– Promote product with lower costs
through social feeds
• Easily receive feedback
– Digital minimizes errors
• Sell and transact before, during,
and after the show
– Orders can come at any time from
anywhere
www.balluun.com 22
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agenda
• What is a digital marketplace?
• How show operators increase revenue
• How exhibitors increase revenue
• Digital marketplace example
• Creating a digital marketplace with Balluun
• Questions and Answers
10/8/14 www.balluun.com 23
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balluun b2b digital marketplaces
• Balluun 365 enhances and extends their trade
show experience with 24/7/365 b2b digital
marketplace features
– digital showroom: product display venues
– social networking: personal trade show network
– discovery: browse/search products and businesses
– communication: real time and pre/post show
– commerce: ability to buy and sell, source and trade
10/8/14 www.balluun.com 24
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discover shows
10/8/14 www.balluun.com 25
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join the community
10/8/14 www.balluun.com 26
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10/8/14
shop
www.balluun.com 27
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showroom
10/8/14 www.balluun.com 28
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add brands
10/8/14 www.balluun.com 29
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company and user profiles
10/8/14 www.balluun.com 30
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connections
10/8/14 www.balluun.com 31
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private messaging
10/8/14 www.balluun.com 32
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trade show referencestrade show organizer example
• Advanstar Global
– www.advanstar.com
– All MAGIC Fashion Shows, including WWD Magic, Project (NYC
& Las Vegas), FN Platform, Fashion Coterie, Intermezzo
Collections, Accessorie Circuit, Children’s Club, ENK Vegas,
Magic Men’s, PoolTradeShow, Sole Commerce, WSA@Magic
10/8/14 www.balluun.com 33
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trade show referencesShopTheFloor powered by balluun
10/8/14
Advanstar Global’s ShopTheFloor.com
https://www.youtube.com/watch?v=n9A974QeTzU
www.balluun.com 34
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partner testimonial
"Balluun's cutting edge technology will
help us raise the profile of our
exhibitors, expand exposure in their
respective markets, and provide more
discovery and buying opportunities to
our attendees."
– Joe Loggia
Chief Executive Officer, Advanstar
10/8/14 www.balluun.com 35
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LicenseConnect powered by balluun
10/8/14
Advanstar Global’s LicenseConnect.com
www.balluun.com 36
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Toy Industry Association’s ShopToyFair365.com
ShopToyFair365 powered by balluun
10/8/14 www.balluun.com 37
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agenda
• What is a digital marketplace?
• How show operators increase revenue
• How B2B sellers/exhibitors increase revenue
• B2B digital marketplace example
• Creating a digital marketplace with Balluun
• Questions and Answers
10/8/14 www.balluun.com 38
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balluun enablingballuun 365: enabling social commerce
• Digital delivery of software-as-a-service that will run
smoothly, guaranteed
– Secure, data hosting and management of domain
– Platform includes web and mobile clients
– Continuous updates to your digital marketplace
– E-mail notifications for transactions and engagement
• Staffed by Balluun to support your digital
marketplace
– Single point of contact thru dedicated account manager
– Project management for deployment and launch
– Comprehensive customer service
– Technology and social marketing consulting
10/8/14 www.balluun.com 39
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trial for trade show operators
• Visit balluun.com and claim your domain
by filling out the getting started form
– Try out the free features on your claimed
domain
– Upgrade at any time for community and
commerce features
10/8/14
https://www.balluun.com/getting-started
www.balluun.com 40
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balluun directory: find shows
10/8/14
http://directory.balluun.comwww.balluun.com 41
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buyers/sellers: join the digital community
10/8/14
http://my.balluun.com/registrationwww.balluun.com 42
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agenda
• What is a digital marketplace?
• B2B digital marketplace example
• How show operators increase revenue
• How exhibitors increase revenue
• Creating a digital marketplace with Balluun
• Questions and Answers
10/8/14 www.balluun.com 43
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Tuesday November 11, 2014 at 11am Pacific
“Building a Digital Marketplace with Balluun”
10/8/14
future webinar
http://www.balluun.com/webinar
www.balluun.com 44
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contact us
• For more information, please contact us:
– E-mail: [email protected]
– Web: https://www.balluun.com/
– Phone: +1-877-280-7222
– Social:
• Twitter: @Balluun
• Facebook: balluunmarketplace
• LinkedIn: balluun-inc
• Google Plus: +Balluun
10/8/14 www.balluun.com 45
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Digitize your Trade Show
www.balluun.com