one size doesn’t fit all reinvent your b2b e-commerce strategy · 2016-07-21 · one size...
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One Size Doesn’t Fit AllReinvent Your B2B E-Commerce Strategy
Featuring:
Chip House, Four51Jason Sproles, Support One
Darin Lynch, Irish TitanEric Smith, Modern Distribution Management
July 21, 2016
Sponsored by:
• Introduction• Distribution 2020 Survey Results• Business Essentials & Integrations• Best Practices & Organizational Buy-In• Selecting the Best Platform for Your Business• Q&A
Agenda
Speakers
Chip HouseCMO, Four51
Darin LynchCEO, Irish Titan
Jason SprolesPresident, Support One
Eric SmithAssociate Editor, Modern Distribution Management
One Size Doesn’t Fit AllReinvent your B2B eCommerce Strategy
ABOUT FOUR51
17+ years in B2B Over 10,000 manufacturers, distributors & retail ops Solving Complex eCommerce needs for enterprises Cloud-based, API-first Platform Fast, Custom and Comprehensive eCommerce platform
DISTRIBUTION COMMERCE & TECH 2020
Digital Self-Service
67% OF DISTRIBUTORS MANAGE LESS THAN HALF OF THEIR ORDERS ONLINE TODAY.
FOUR51 SURVEY OF NORTH AMERICAN DISTRIBUTORS, MARCH, 2016
ONLY 13% OF DISTRIBUTORS USE ECOMMERCE AS THEIR PRIMARY
METHOD FOR MANAGING ORDERS. FOUR51 SURVEY OF NORTH AMERICAN DISTRIBUTORS,
MARCH, 2016
WHY NO B2B ECOMMERCE?● NOT A PRIORITY● CAN’T GET EXECUTIVES ON BOARD● DON’T HAVE ENOUGH BUDGET TO
COVER THE PERCEIVED COST
FOUR51 SURVEY OF NORTH AMERICAN DISTRIBUTORS, MARCH, 2016
48% OF
DISTRIBUTORS EITHER DO NOT HAVE OR DON’T KNOW IF THEY HAVE A BUSINESS PLAN THAT CONTEMPLATES GOALS AND STRATEGIES FOR THE YEAR 2020.
FOUR51 SURVEY OF NORTH AMERICAN DISTRIBUTORS, MARCH, 2016
0%
100%
50%
75%
25%
Call Ctr Sales Reps Fax eCommerce EDI Other
Primary Order Management Method in 2020?
57%
FOUR51 SURVEY OF NORTH AMERICAN DISTRIBUTORS, MARCH, 2016
WHICH TECHNOLOGICAL CHANGE PROVIDES THE BIGGEST OPPORTUNITY FOR YOUR BUSINESS
BETWEEN NOW AND 2020? APPS MOBILE TECHNOLOGY ECOMMERCE
FOUR51 SURVEY OF NORTH AMERICAN DISTRIBUTORS, MARCH, 2016
BUSINESS ESSENTIALS & INTEGRATIONS
Support One
SAP Business One Gold Partner since 2007
Focused on Distribution and Manufacturing
Experts in Business Process Optimization
Focus on Customer short and long-term technology needs
www.supportone.us
Support One - Business Essentials - Values Integrated Systems
• Accuracy
• Efficiencies
• Customer and User Experience
• Visibility
www.supportone.us
Support One - Business Essentials - Value
Considerations
• Good Data
• Clear Expectations
• Clear Requirements
• Resource Requirements
www.supportone.us
Support One - Business Essentials - Benefit Business Intelligence
Automation
Operational Efficiencies
Reduced Errors
www.supportone.us
Case Study – Prograde Systems
“Support One resolved many issues for Prograde by creating a more robust integration to Four51 eCommerce, providing business intelligence reports and
tools, and optimizing workflows and business processes. Some primary benefits have been faster order-to cash cycles, process automation, strong integration to
Four51 eCommerce and management of client owned goods. “
www.supportone.us
Prograde Print Distributor Case Study Doubled Annual Revenue in 3
years
700% increase in bottom line
Created opportunity to optimize additional business operations
Created opportunity to explore other lines of business
www.supportone.us
@IRISH_TITAN, @LYNCH_DARIN
B2B BEST PRACTICES & ORGANIZATIONAL BUY-IN
@IRISH_TITAN, @LYNCH_DARIN
Founded in 2004 Business First, Online Second. Partnerships, Not Transactions Ecommerce, complex websites, digital strategy
and marketing 33 Titans
@IRISH_TITAN, @LYNCH_DARIN
@IRISH_TITAN, @LYNCH_DARIN
• Inventory management
• Order management
• Fulfillment
• CRM
• External sales reps
INTEGRATION : ALPHA & OMEGA
@IRISH_TITAN, @LYNCH_DARIN
• Simplify
• Segment
• Shareables
• B2B <> B2C
MARKETING MATTERSB2C B2B
Product Driven Relationship Driven
Maximize Transaction Value Maximize Relationship Value
Large Target Market Focused Target Market
Shorter Sales Cycle Longer Sales Cycle
Repetition Branding Relationship Branding
Merchandising and POS Strategies Educational and Awareness Strategies
Emotional Buying Decision Rational Buying Decision
@IRISH_TITAN, @LYNCH_DARIN
• 91%
• Your Competitors Are Accommodating
• Tablets Count
• Tablet + Smartphone > Desktop
UNDERESTIMATE MOBILE AT YOUR OWN PERIL
@IRISH_TITAN, @LYNCH_DARIN
• Growing Quickly
• Credible
• Device Consistency
• How-to’s & Help
• Content IS Marketing, IS SEO
CONTENT RULES
Way More32%
More41%
Same20%
Less7%
@IRISH_TITAN, @LYNCH_DARIN
• Identify and Acknowledge Channels
• Share Data
• Align Goals
“CHANNEL HARMONY”, NOT “CHANNEL CONFLICT”
@IRISH_TITAN, @LYNCH_DARIN
• Navigation
• Product Descriptions
• Personalization
• Easy Checkout
• DIY
CUSTOMER EXPERIENCE
@IRISH_TITAN, @LYNCH_DARIN
• Sales Rep Support
• Customer Support
• Data Management
• Realistic Expectations
ORGANIZATIONAL READINESS
SELECTING A PLATFORM
Distribution
Sales & Customer
Service
Distribution
“Current B2B eCommerce deployments disappoint developers”
Forrester Research Thought Leadership Paper, 2016: Build Cloud B2B eCommerce Applications On Your Terms.
• Lack of necessary integrations – 47%*• Lack of customization to business needs – 42%• Difficulty integrating with back-end systems – 38%• Insufficient staff expertise – 37%• Difficulty customizing the user experience – 36%
THE TIME REQUIRED TO MAINTAIN, ACQUIRE, IMPLEMENT AND DEPLOYON-PREMISE SOLUTIONS IS LISTED AS THE TOP PAIN POINT FOR B2B
ECOMMERCE DEVELOPERS.
“Build Cloud B2B eCommerce Applications On Your Terms,” Forrester Research, Inc., 2016
“”
On-premise $$$$$$
LicensesHardwareSupport
UpgradesOngoing Maintenance
Limited FlexibilityPatches
EmployeesUpgrades
OrderCloudTM
Hosted Platform.No Upgrades, Patches, or Maintenance
Custom. Comprehensive. Fast.
“USE OF PAAS WILL GROW 2X THE RATE OF SAAS, WHILE USE OF ON-PREMISE
WILL DECREASE BY 7%.”
Forrester Research Thought Leadership Paper, 2016: Build Cloud B2B eCommerce Applications On Your Terms.
CASE STUDY:NATIONAL OFFICE SUPPLIER & RETAILER
Customize ordering for 400+ unique eCommerce sites, each with unique products & pricing
Custom storefronts for each buyer company ERP Integration Punch-out orders managed seamlessly
PROBLEM: Needed a new solution that would evolve along with the unique needs of their B2B customers.
SOLUTION:
QUESTIONS
One Size Doesn’t Fit AllReinvent Your B2B E-Commerce Strategy
Questions?
July 21, 2016
Sponsored by: