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MivaCon 2014 Breakout Session: Business to Business Ecommerce Solutions Using Miva Merchant Presented by Dan Smith
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E-Commerce B2BDan Smith
Business to BusinessE-Commerce SolutionsUsing Miva Merchant
• Owner of DSI Development (2000)• Worked for Yamaha as eCommerce District Manager
(Sweetwater Sound, Musician's Friend, Guitar Center)• Live here in San Diego• Married with two beautiful girls• Avid Mountain Biker• Worked with Miva Solutions for 10 years
Presented by Dan Smith
• B2B Commerce Overview• Case Study with Partsking.com• Case Study of StarDistributing.com• Marketing B2B Commerce Sites• Questions & Answers
Table of Contents
eCommerce RevenueUS Market
• B2B - $559 Billion• B2C - $252 Billion• B2G - $6Billion
81 percent of B2B procurers would choose a supplier that offers an online ordering option over an equal supplier that does not. Sources: Olausson, Martin. "Online Trends in B2B E-commerce." Zooma. N.p., 30 Nov. 2012. Web. 07 Aug. 2013.
• 50% of yearly sales for many B2B companies come from online transactions.
• Yet, not many B2B companies have an online presence. Only 25%.
• 47 out of 50 corporate buyers believe suppliers need to invest more in making the online experience of B2B as easy as B2C.
Sources: "Study Finds More Than 1/3 of Corporate Buyers Expect Online Spending to Increase in the Next Year." News | Acquity Group. Acquity Group, LLC, 29 May 2013. Web. 07 Aug. 2013.
Most corporate buyers are comfortable making major purchases of $5,000 or more online. • 16% make major purchases
once a month online• 18% make major purchases
2-4 times per month • 14% make major purchases
5-11 times per month • 13% make major purchases
11 times or more per month
Sources: 2012 B2B E-Commerce Survey: Results and Trends. Rep. Oracle, Feb. 2012. Web. 8 Aug. 2013.
• Scalability• More Customers• Improve Brand Awareness• Increases Sales• Improved Sales Engagement• Customer-Cetric Experience• Exceptional Customer Service• Multi-site capability• Analytics
Benefits of B2B Sales Online
• ScalabilityThe right ecommerce solution will enable your company to grow and scale easily. Create new market demands, open new sales channels and reach new market segments.
• More CustomersA B2B ecommerce site with public-facing catalog pages can reach new B2B customers. More & more B2B buyers head online to find the best prices for the items they sell.
• Improve Brand AwarenessEcommerce helps B2B organizations improve customer reach and increase the brand awareness.
Benefits of B2B Sales Online
• Increases SalesOpen 24/7, 365 Days a Year. Ecommerce allows your business to reach new customers, which results in new sales. Easily implement an automated cross-sell and up-sell recommendations.
• Improved Sales EngagementA B2B ecommerce site will improve your sales teams’ visibility into customer orders, pricing, and history while on the road or working remotely.
• Customer-Cetric ExperienceB2B organizations need to employ intuitive design, rich content, and interactive functionality, such as a robust search engine in their ecommerce websites.
Benefits of B2B Sales Online
• Exceptional Customer ServiceEcommerce sites can provide access to self-serve account and order information after a customer completes the secure login process. An ecommerce site can display only the products, services and pricing based on customer log in credentials.
• Multi-site capabilityLaunch channel-specific or co-branded ecommerce sites. This capability allows you to offer co-branded websites for each of your distributors or product lines.
• AnalyticsB2B ecommerce provides the perfect platform for an organization to launch a comprehensive analytics campaign. Organizations can measure and evaluate marketing campaigns, sales effectiveness, product mix, inventory turns, and customer engagement.
Benefits of B2B Sales Online
• Custom Log In• Set Up Tax Free Clients• Set Up Price Groups• Create Kits from Individual Products• Wholesale Pricing• Detailed Shipping Rules• ERP / CRM Integration• Ability to Offer Credit or Terms to Clients• Bulk Ordering
Features of B2B Commerce
Return On Investment Consider:1/3 of B2B orders are entered manually, phoned in, faxed in, or emailed.
$33 $10 $1
Cost Per Transaction:
Yet only 25% of B2B’s have an online presence…
Percent of B2B Companies Utilizing eCommerce
B2Bs OnlineB2Bs Not Online
Partsking.com & StarDistributing.comMiva B2B Case Study
Partsking.com• 125,000 Parts
Commercial Laundry & Residential Appliances
• B2B & B2C• International Sales• Live Chat / Help• Multiple Shipping
Rules• Integrated w/ Sage
ERP
Partsking.com• Search Spring
Search Engine• Increased Sales by
9% in first month• Robust Search• Offers incredible
statistics
Partsking.com 2014• Integration to
Wholesalers directly thru EDI
• Allow Automated Sales Orders to be Placed with Wholesaler
• Wholesaler dropships orders and returns information into Partsking.com
• Customer records updated with tracking information
Star Distributing B2B Model
• Sales
• Own Construction Company to build & remodel laundries
• Installation
• Service Dept. • Service School • Parts Department
• Online Sales
Customer wants a New Laundromat
StarDistributing.com• Parts & Equipment• Location Based
Sales (95% TN, KY, AL, MS & GA)
• Tiered Pricing• Tax Free Sales• 90% Free Shipping• Product Quotes• Integrated w/ Sage
ERP
Marketing B2B Online
Search Behavior
Search Behavior
Local Listings - Google, MSN & Yahoo
If your business has a local office or warehouse you need to capture your local listings.
Marketing B2B Online
Pay Per Click & Product Listing Ads - Google
PPC or SEM Marketing is very effective but can be costly. Yields excellent ROI tracking.
Marketing B2B - PPC
Email Marketing - Direct Communication
A Good Quality List & Email Campaign keeps your customers engaged & informed.
• Constant Contact• iContact• GetResponse• SendPepper• Aweber• Integrated CRM
Marketing B2B - Email
Social Media Marketing – Instant Communication
Social Media creates instant communication & buzz for new products or services.
• Facebook• Twitter• Pinterest• LinkIn• Flickr• Foursquare
Marketing B2B – Social Media
If Pictures = 1000 Words then Video = a Million• YouTube• Facebook• Vimeo• Google Hangouts• EasyVideoSuite• Screencast
Marketing B2B – Video
Reputation Marketing
Definition Of Reputation Marketing:
Building A 5 Star Reputation &Marketing That Reputation
To Get More Customers
What Catches A Searcher’s Eye
In The Past:
• Businesses that Rank on the 1st Page of Search Results
• Businesses with More Than 1 Listing on the 1st Page of Search Results
Today & Beyond:
• Businesses with Gold Stars
• Businesses with GREAT Reviews & Online Reputations
• Businesses with a GREAT Reputation AND More Than 1 Listing on 1st Page
Which Business Do You Trust?
Star Distributing Survey Feedback Page
Star Distributing Testimonial Page
• Local Listings• Directories• Pay Per Click• Product Listing Ads• Email Marketing• Social Media Marketing
• Reputation Marketing• QR Codes for Offline
Marketing Materials• Videos – Service &
Products• SMS & Mobile
Marketing
Marketing B2B Review
Business to BusinessE-Commerce Solutions
Questions & Answers
