B2B e-commerce implementation on Magento made by Divante + tips for e-marketing in B2B sector #B2B #ecommerce #Divante #Portfolio #ClientsB2B

1. B2B inspirations for
e-commerce

2. 2
Information Identity Sales Relations
Before Now Future
Finance
FMCG
eCommerce
B2B
B2B can learn from other on-line industries

3. Typical B2C eCommerce is focused on ROI, it can be
simply transfered to B2B
Concept: Let’s make B2B eCommerce according to best practices in B2C eCommerce
3http://openmarketing.com/blog/articles/three-strategies-to-improve-campaign-roi/
How to increase ROI?
• R - retency
• F - frequency
• M- monetary value
Lower cost of
acquisition
Cross Sell
Up Sell
Retention
Time
Profit

4. (almost) client
• Challenges for the B2B client
– Long decision process
– Many people involved in the decision
• Give value for users, who are not ready to buy
• Build relationship first, sell later
4

5. Collect data about the customer
5
http://unbounce.com/content-marketing/10-content-
marketing-growth-hacks/
• Newsletter as a huge
part of B2B sales
strategy
• Give a gift for signing up

6. 6
http://szkoleniausability.pl
ACTION:
• Create Webcasts
• Ask visitors for the e-mail
• Send course in 6 parts
• Bring them back to your
website
OUR RESULT:
• Over 6000 e-mails without
marketing budget

7. eMail Capture
• 70% bounced users will never
return
• Case Willsoor: database
increase of 34% in less than
1,5 month
– Increase of revenue from
welcome message reached
14,07% of total shop revenue
– Order size from welcome
message was 17,51% higher
than average order size
– Conversion from welcome
message was 255% higher than
shop average
7
http://divante.co
http://optinmonster.com

8. Lead generation from bounce rate
8
http://blog.kissmetrics.com/double-your-leads-instantly/
• Choose the website with high bounce rate
• Convert users into leads – give them content

9. Content marketing
• Valuable content
– New users
– Visibility in browsers
– Lead generation
• Methods used in
usability optimalization
(A/B tests ) for content
creation
9
Test your header with A/B tests. Inspiration:
http://www.slideshare.net/Upworthy/the-
sweet-science-of-virality

10. Impact of content marketing
for ranking in Google
10
Average length of the blog
post in Top10 equals min.
2 000 words.
http://www.quicksprout.com/2012/12/20/the-science-behind-long-copy-how-
more-content-increases-rankings-and-conversions/

11. Consulting– we achieved 40% conversion rate with
„physiotherapy consultation” in ortopedio.pl

12. Designing of B2B platform
• Except of marketing for B2B you should also think
carefully about the system requirements and needs
• B2B platform has quite often many returning clients
– You should care about them, they are most valuable part of the
business
– Give them reason to stay with you or share your message
– Make them feel good on your platform, when they buy your
products
12

13. Learning curve as an inspiration
Za: Usability Engineering, JAKOB NIELSEN
New user– quick
adaptation
Advanced users–
function speeding
daily work like
keyboard shortcuts.
13

14. From: About Face 3. The Essentials of Interaction Design
Alan Cooper, Robert Reimann, and Dave Cronin
User Experience and needs
14

15. Take care of returning customers
• User uses the platform–
let’s focus on education
and his satisfaction
– Functionality
– Shortcuts
– Less number of clicks to
achieve the goal
Quick switch between tabs
Use
15

16. Design inspirations
GE Salesforce
Progressive
• Big picture, key message
• Lead generation
• Responsive Web Design
• Simple, plain language
16

17. Experience in B2B –
examples from Divante

18. Unizeto
• The biggest supplier of
electronic signature in Poland
• Sales in Eastern Europe
• Virtual goods, services
• Integration with 3rd party
systems (ERP, CRM,…)
• PrestaShop implemented in
2009
• Migration to Magento in 2014
https://unizeto.eu/
18

19. 19

20. GRENE
• Interactive newspaper
• Mobile channel
• eMail Marketing
20
What surprised us positively in the
process of project implementation was
rapid deployment mechanism, without
involving our resources. The advantage is
also the speed of solution, which is
important when using online newsletters
tablets and smartphones.- Jarosław
Łuczak, Marketing and E-commerce
Grene Sp. z o.o.
http://www.grene.pl/

22. • Complex e-Commerce B2C i B2B
implementation
• Integration with CRM, ERP, PIM
• Outsourcing of the team
http://www.bankkabli.pl/ and http://www.tim.pl/
„I am very happy with results of this
implementation. I see that number of retailers
being visible online is growing and we want to
be here a part of this trend as well. We believe,
that such platform will increase our sales „–
Krzysztof Folta, CEO ,TIM SA.
TIM SA – one of the biggest B2B in Poland
22

23. • Design of B2B sales system
• Design of B2C sales system
• Maintenance for current project
http://renowa24.pl/
Before we created the online strategy for AB
Bechcicki we were aware of a lot of projects in
our industry and related industries. Thanks to
the experience of Divante we have done
extensive research on the Polish and European
market. We founded a lot of interesting features
and chosed the ones that will be most effective
for us in terms of revenue. Marcin Mika, Board
Member - eCommerce AB Bechcicki.
AB Bechcicki
23

24. • Project – Migration from offline to online
• Cross selling increase
• Customer research
• Product services
TelForce One
Lower user acquisition cost
Cross Sell
Up Sell
Retention
Time
Revenue
www.telforceone.pl
24

25. • Internet Branding
• Project and Implementation
eSystem
25

26. ENERGA SA
• Loyalty Programm
• Service Design
• Business Model Canvas
• Product design
• System design
26
http://grupa.energa.pl/

27. ING Bank Śląski
• Loyalty programm
• Service Design
• Business Model Canvas
• Product design
• System design
• Implementation
• Security audit
• Hosting
• Maintenance
27
www.Bankujesz-zyskujesz.pl

28. Raiffeisen Bank
• Longterm cooperation
• Research and optimalization of B2B
system
• Designing new communication
channels
28

29. A/B test for landing pages
Interesting results:
• The best converting pictures are people and items in front
• Decreasing the number of fields in formular doesn’tinfluence
conversion
HAND
29

30. Thanks to cooperation with Divante we
have a much larger share of the sales from
the online channel.-Krzysztof Handke –
Development Manager,Sales Office HAND
• Average conversion (sales) from leads
was 30%.
• In the best month conversion reached
70%.
30

31. Inspeo – modern HR company focused on B2B
Marketing activities tested:
• Facebook Ads;
• Banners in Goldenline.pl;
• Contex Ads in LinkedIn Ads;
• Graphical and text Ads in Google Partner Network
• Remarketing Google AdWords.
Results :
• Most effective activities: Google AdWords and LinekdIn Ads;
• Key message + bonus are more important than design
• Static creation have higher conversion than dynamic ones
INSPEO
31

32. 32
• Time on the website increased 37%
• 35 contact leads in 3 months (most of
them became clients or free trial
users)
Divante provides excellent accounting and a lot
of experimenting with effective methods of
reaching the customer and conversion
optimization. We didn’t expect, that even
banners can attract large customers if they are
well matched to the target group.
- Paweł Montwiłł, Sales and Marketing
Director in Inspeo.
INSPEO

33. Experience in B2B projects
• Raiffeisen Bank
• ATM SA
• EKO Holding
• AB SA
• TelForce One
33
• PW Moda
• IC Partners
• Navo
• Logintrans
• Benefit Systems

34. Kontakt
Damian Winkowski
dwinkowski@divanteltd.com
Divante Sp. z o.o.,
ul. Kościuszki 14, 50-038 Wrocław, tel. +48 71 342 24 06, e-mail: divante@divante.pl
+ 48 530 909 480