B2B Webinar: Creating Your Digital Roadmap. Why Now?

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

[email protected]

May 2015 | CrossView Intellectual Property

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?

www.crossview.com 3

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

www.crossview.com 4

Customer Business Technology

What’s Driving B2B Digital?

www.crossview.com 5

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

www.crossview.com 6

Ideal Consumer Experience

❏ 24x7x365 Availability

❏ Simplified Shopping Experience

❏ Real time order tracking

❏ Access across all channels

❏ Recognition across touch points

www.crossview.com 7

❏ 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

www.crossview.com 8

B2B Customer Experience

❏ Custom Catalogs and Pricing

❏ Multiple Account Roles

❏ Authorization and Purchase Thresholds

❏ Purchase matching (PO, budget codes, departments, individuals, etc.)

❏ Re-order and Replinishment

www.crossview.com 9

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

www.crossview.com 10

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


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


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


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


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


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


Transparency of Systems❏ Pricing❏ Inventory❏ Order Status

Technology - Information

Shopper view

CSR view


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.


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


What is a Digital Roadmap?


Digital Roadmap

A Strategy for transforming a business from where it is today to where it needs to be tomorrow…


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


Customer

❏ Segmented Customer View

❏ Current State Interaction Model

❏ Lifecycle Model

❏ Gap and Opportunity Analysis


Business

❏ Current Organizational Model

❏ Competitive Assessment

❏ Identify Opportunities for Cost Savings

❏ ROI and Cost Justification Models


ROI and Cost Justification

❏ Investment Costs

❏ Opportunities for growth

❏ Cost Savings


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


Competitive Assessment


Technology

❏ Current State Assessment

❏ Identify Technology and System Gaps

❏ Platform Selection and Evaluation

❏ Initiative Planning

❏ Prioritized Technology Roadmap


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 PartyTools

• Analytics• Search Marketing

Automation• Mobile


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

po

siti

ves

neg

ativ

es


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


Year 1 – Build the Foundation Year 2 – Personalization Year 3 – Operational Efficiency and Growth

Tool

s &

En

able

rsSi

mpl

ify th

e Sh

oppi

ng P

roce

ss

Pers

onal

ize

Your

Cu

stom

er

Inte

racti

ons

Exte

nd

Your

Sal

es

Reac

h

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

Enha

nce

the

Cros

s-Ch

anne

lEx

perie

nce

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


Q&A


John Klein

Vice President of Commerce Strategy

[email protected]

THANK YOU

● CLICK HERE to visit our resources page with the webinar replay and an exclusive offer from CrossView.

mailto:[email protected]

http://pages.crossview.com/B2B-Webinar-1-resources.html