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Copyright © 2014 | eCommerceandB2B.com Future proofing your business ECOMMERCEandB2B.COM |Justin King | @justin_king

Content Commerce Conundrum in B2B

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Content and Commerce is an extremely important and confusing topic. We need both great brand experiences and great buying experiences, yet there are lot of questions about where and how we manage what content. More importantly there is a fundamental flaw in how Content and Commerce is viewed. This SlideDoc addresses that flaw.

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Page 1: Content Commerce Conundrum in B2B

Copyright © 2014 | eCommerceandB2B.com

Future proofing your business

ECOMMERCEandB2B.COM |Justin King | @justin_king

Page 2: Content Commerce Conundrum in B2B

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Page 3: Content Commerce Conundrum in B2B

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Customers needed to

find information online

Page 4: Content Commerce Conundrum in B2B

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So marketing created brand and content sites

Page 5: Content Commerce Conundrum in B2B

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Customers wanted to

purchase online 24/7

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So, IT developed basic ecommerce sites

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Then better sites

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Marketing and the Business wants control over the experience

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&

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he challenge is now you have T

Page 11: Content Commerce Conundrum in B2B

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This brings up a number of questions

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How to create a seamless experience? when we have multiple sites and systems.

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What content do we

manage in what system?

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Traditional approaches

give us 3 options

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No. 1: The side-by-side (hybrid) approach

2014 Forrester Peter Sheldon

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No. 2: The eCommerce-led approach

2014 Forrester Peter Sheldon

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No. 3: The WCM-led approach

2014 Forrester Peter Sheldon

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But, hold on a minute…

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&

his is B2B, so is it just… T

Page 20: Content Commerce Conundrum in B2B

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Don’t we need content

from other systems like:

Images DAM

Inventory ERP

Product attributes PIM

Pricing CPQ

And that’s just a small

list of what is needed…

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With the traditional approaches

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Isn’t the content in a Content Management

System and in Commerce just another content

source like your PIM, DAM, ERP and CRM

systems?

Should we really have to choose which content

is more important?

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You need a different approach that allow you to use

any of your sources of content to design all kinds of experiences.

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Experience Management Search Navigation Content Delivery

Device Specific Experience Taxonomies

Commerce Catalog Inventory Pricing

Payments/tax/fraud Cart/checkout Personalization Merchandising

Content Content Blog Articles

Digital Assets Content Services

PIM ERP CRM

Page 27: Content Commerce Conundrum in B2B

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B2B eCommerce Evangelist

justin_king | www.ecommerceandb2b.com