This is my presentation from April 15, 2015 to the Marketo Marketing Nation Summit. The topic covers the six drivers of eCommerce for B2B, the use cases (with examples) of B2B eCommerce, and some of the applications of marketing automation in an eCommerce application

1. The Rise of B2B eCommerce
How Marketing Automation and the Consumerization
of B2B Change Marketing
April
14,
2015
Steve Susina
Marketing Director
@ssusina
LYONSCG

2. Page
2
Digital Is Driving The New World Of B2B
Commerce
“Tradi4onal
B2B
companies
will
lose
share
in
2015
to
online-­‐only
and
brand
manufacturer
sites
that
are
offering
beDer
pricing,
product
availability,
and
customer
experiences.
“To
win,
B2B
companies
must
rethink
conven4onal
channel
strategies
and
look
at
targe4ng
en4rely
new
customer
segments.”
Source:
Forrester
Research,
“Predic4ons
2015:
US
B2C
And
B2B
eCommerce
Players
Will
Struggle
To
Keep
Up
With
Customers”
November
2014

3. Page
3
eCommerce Market Size Comparison
0
200
400
600
800
1,000
1,200
B2B
B2C
Revenue
19%
Annual
Growth
Rate,
according
to
DeloiDe,
vs.
17%
for
B2C
Growing
to
$6.7
Trillion
by
2020,
according
to
Frost
&
Sullivan
Marketplaces
are
much
more
prevalent,
enable
many-­‐to-­‐
many
rela4onships

4. Page
4
And Yet, B2B eCommerce In Early Stages
B2B
B2C
Marke4ng
Automa4on
eCommerce
Rela4ve
U4liza4on
-­‐ Personaliza4on
-­‐ Triggered
Campaigns
-­‐ Increased
Content

5. Page
5
Which Is Why Marketing Automation and
eCommerce Are Coming Together
• February
announcement
integra4ng
Marketo
with
the
SAP
hybris
Marke4ng
pla`orm
• Hybris
is
Titanium
Sponsor
• Other
major
eCommerce
players
are
buying
into
the
space
• IBM
+
Silverpop
• Oracle
+
Eloqua
The
previously
independent
worlds
of
#ecommerce
and
#marke4ngautoma4on
are
merging

6. Page
6
Agenda
• Six
Drivers
of
Consumeriza4on
B2B
eCommerce
1. Buying
Cycle
2. Payment
Op4ons
3. Employee
Familiarity
4. Drive
for
Cost
Savings
5. Personaliza4on
6. Mobile
Workforces
• Examples
of
B2B
eCommerce
Businesses
• Opportuni4es
for
Marke4ng
Automa4on
in
B2B
eCommerce

7. Page
7
Six Factors Driving Consumerization of B2B
1. The
Changing
Business
Buying
Cycle
2. The
Changing
Payment
landscape
3. Employee
Comfort
With
eCommerce
4. Drive
for
Cost
Savings
5. Personaliza4on
6. Increased
Use
of
Mobile
Technology

8. Page
8
1. The Changing Business Cycle . . .

9. Page
9
Obligatory Chart #1
Source: Scott Brinker

10. Page
10
Obligatory Chart #2
• 57%,
60%,
80%,
or
90%
of
the
buying
process
takes
place
before
the
first
interac4on
with
the
seller
Source: CEB

11. Page
11
B2C Lives & Dies by Conversion Rate ...

12. Page
12
…While B2B Generates Leads Now, Sells Later

13. Page
13
Managing the B2B Selling Cycle
AMA
says
up
to
70%
of
leads
not
followed
up
by
Sales
Buying
Cycle
à
Takes
Time
à
Fric4on
• SEO
• Paid
Search
• Adver4sing
• Trade
Shows
• Events
• Direct
Mail
• Email
• Lead
Nurturing
• Video
• Content
Marke4ng

14. Page
14
Managing the B2B Selling Cycle
B2B
eCommerce
reduces
fric4on,
provides
direct
link
from
lead
gen
to
accep4ng
the
order
• SEO
• Paid
Search
• Adver4sing
• Trade
Shows
• Events
• Direct
Mail
• Email
• Lead
Nurturing
• Video
• Content
Marke4ng
eCommerce
reduces
fric0on

15. Page
15
2. The Changing Payment Landscape
• Small
Business
leading
the
way
to
business,
commercial
and
purchasing
(P-­‐Card
use)
• Goal:
cost
savings
from
reduc4on
in
use
of
centralized
purchasing
departments,
purchase
orders
and
other
high-­‐
labor
approaches
• 37%
of
small
businesses
used
credit
cards
to
meet
capital
needs
Sources: Philadelphia Fed “Small Business Use of Credit Cards in the US Market”
NSBA “Access to Capital Survey

16. Page
16
3. Your Employees Are Comfortable Buying
Online
• Consumers
have
widely
accepted
eCommerce,
have
a
ton
of
experience,
and
• B2B
must
meet
expecta4ons
set
by
the
more
established
B2C
eCommerce
user
experience
Source: SLI Systems

17. Page
17
4. The Drive For Cost Savings
• Headcount:
of
4.5
million
B2B
salespeople,
“we
believe
one
million
will
be
displaced
by
2020”
-­‐-­‐Andy
Hoar
at
2015
Forrester
Sales
Enablement
Forum
• Reduc4on
in
use
of
print
in
the
Buyer’s
Journey
• Sales
Collateral
• Trade
Publica4ons
/
Adver4sing
• Printed
Catalogs

18. Page
18
Here Are Those P-Cards Again . . .
Source and Photo Credit: VantageB2b
• Corporate
spending
via
P-­‐Cards
to
hit
$290
Billion
in
2016
• 84%
of
organiza4ons
will
have
adopted
some
form
of
P-­‐Card
program
• $53
average
savings
on
administra4ve
costs
for
P-­‐Card
transac4on
versus
processing
paper
invoices

19. Page
19
5. Personalization
• 60%
of
business
customers
expect
personalized
experiences
from
their
suppliers
• Marketo
RTP
can
deliver
personalized
experiences
• Auto-­‐engage
segmented
prospects
with
contextually
relevant
data
By
2018,
70%
of
business-­‐to-­‐business
eCommerce
sites
will
offer
personalized
features
for
customers
-­‐-­‐Gartner

20. Page
20
6. Increased Use Of Mobile Technology
Source: Forrester Research

21. Page
21
Agenda
• Six
Drivers
of
Consumeriza4on
B2B
eCommerce
1. Buying
Cycle
2. Payment
Op4ons
3. Employee
Familiarity
4. Drive
for
Cost
Savings
5. Personaliza4on
6. Mobile
Workforces
• Examples
of
B2B
eCommerce
Businesses
• Opportuni4es
for
Marke4ng
Automa4on
in
B2B
eCommerce

22. Page
22
B2B eCommerce Business Models
• B2C-­‐like
Retail:
Grainger,
Staples
• B2B/B2C:
Support
Channel
+
Sell
Direct
• Configured
Products:
Business
Compu4ng,
Steel
• Informa4on
Distribu4on
• Professional
Services

23. B2B eCommerce
Examples

24. Grainger: Using Consumer Features
Recommenda0ons
Featured
Promo0ons
Cart
Menu
Search

25. Page
25
B2C-like: WinCraft
B2C
design
looks
like
a
site
with
consumer
orienta4on,
although
this
is
exclusively
for
B2B
sales
Login
required
to
see
pricing

26. Page
26
WinCraft: Require Customer Registration
Once
logged
in,
the
eCommerce
pla`orm
provides
customer
segmenta4on
or
individual
customer
pricing

27. Page
27
WinCraft: B2C-Like Menu Navigation
Mega
menu
naviga4on
follows
persona
of
customers
who
typically
shop
by
sport,
then
by
team
Secondary
op4on
in
mega
menu
to
“Shop
by”
with
collec4ons
curated
or
categorized
by
the
merchandizing
team

28. Page
28
WinCraft: B2C Menus
B2C
best
prac4ces
for
filtered
naviga4on
based
on
aDributes,
with
addi4onal
B2B
focus
“Refine
by”
includes
shipping
point
(a
B2B
specific
func4on),
product
type,
or
any
other
aDribute
that
WinCrap
chooses
to
use
in
the
filter

29. Page
29
WinCraft: Product Detail
Product
Detail
Pages
(PDP)
leverage
best
prac4ces
from
consumer
sites
• Clear,
strong
product
image
• Alt
images
available
with
product
in
context
• Romance
copy
and
addi4onal
informa4on/details
available
if
needed,
such
as
shipping,
quan4ty,
packaging
detail
• Related
Products/Cross
Sell

30. Page
30
Branded
manufacturer
with
B2C
eCommerce,
company
stores
&
B2B
ecommerce
with
100+
independent
retailers
Single
eCommerce
pla`orm:
• B2C
consumer
sites
• B2B
for
independent
&
third
party
dealer
ordering
• POS
to
enhance
&
extend
the
experience
and
inventory
of
branded
company
stores
B2B/B2C Dual Purpose: Blu Dot

31. Page
31
Blu Dot: Dual Use Website, B2B Functions
Protected By Login

32. Page
32
Blu Dot: Product
Presentation
Menu
&
naviga4on
same
as
B2C
Shop
naviga4on
is
the
same
on
B2B
and
B2C
sites
Dealers
viewing
the
site
are
viewing
through
the
same
lens
as
their
customers

33. Page
33
Order
history
with
addi4onal
account
specific
informa4on:
• YTD
&
LY
purchases
• Available
credit
without
backorders
• Available
credit
with
backorders
• Payment
terms
Blu Dot: Dashboard for B2B Customers

34. Page
34
• Addi4onal
payment
op4ons
are
available
to
dealers
• Pre-­‐pay
with
check
• Pre-­‐pay
with
wire
transfer
Blu Dot: Payment Options

35. Page
35
Simms: Avoid Conflict, Support Channel W/
Referrals
B2C
Provides
three
op4ons
to
customer,
two
driving
the
retail
channel,
and
thereby
suppor4ng
their
own
B2B
business
Separate
“Pro”
site
for
guides,
brand
ambassadors

36. Page
36
Simms: Sell to Dealers via
Portal
• Long-­‐form
quick
order
for
many
size/color
combina4ons
• Uses
visual
queues
of
color
to
note
stock
availability
• Add
many
items
to
the
order,
and
then
one
click
to
add
to
cart
• All
using
the
same
infrastructure,
providing
one
view
of
product
data
across
mul4ple
channels
• Provides
content
download
for
dealers
• Enables
scale
with
a
limited
set
of
internal
resources
at
the
helm

37. Page
37
Genentech: Information Delivery
Product
informa4on
delivered
via
B2C
interface
• Select
brochures,
data
sheets
by
brand
or
illness
• Alt
images
available
with
product
in
context
• Familiar
Shopping
Cart
interface
• Place
items
in
card
• Adjust
quan44es
• Checkout

38. Page
38
Genentech: Selection & Shopping Cart
Interface

39. Page
39
Genentech: Restricted Delivery
Pre-­‐checkout
indicates
availability
to
healthcare
providers
• Delivery
via
direct
ship
or
in-­‐
person
via
representa4ve
• Delivery
4me
no4ce
provides
opportunity
for
contact
if
faster
delivery
is
required
• Checkout
includes
contact
and
qualifying
informa4on

40. Page
40
EMC: Product Configuration
• Generate
leads
from
new
customers
• Ease
of
research,
purchase
• Familiar
via
simula4on
of
consumer
eCommerce

41. Page
41
EMC: Product Configuration Options

42. Page
42
EMC: Order Still Includes SE In Process to
Complete Sale
• Uses
eCommerce
technology
to
reduce
buyer
fric4on
• B2B
eCommerce
works
…
even
without
a
direct
purchase
• No
need
to
fear
high
cost
items
($100,000+)
• Familiar
via
simula4on
of
consumer
eCommerce

43. Page
43
Agenda
• Six
Drivers
of
Consumeriza4on
B2B
eCommerce
1. Buying
Cycle
2. Payment
Op4ons
3. Employee
Familiarity
4. Drive
for
Cost
Savings
5. Personaliza4on
6. Mobile
Workforces
• Examples
of
B2B
eCommerce
businesses
• Leverage
Marke4ng
Automa4on
in
B2B
eCommerce

44. Page
44
eCommerce + Marketing Automation
• Leverage
the
Customer
Acquisi4on
Strategy
• Lead
Capture
• Lead
Nurture
• Work
the
53%/90%
(depending
on
which
numbers
you
accept)
• Employ
Real-­‐4me
Personaliza4on
• Use
Shopping
Cart
&
Purchase
Ac4vity
to
Trigger
Campaigns

45. Page
45
Welcome / New Customer Series
Ac4on:
Request
Campaign:
Welcome
Email
Series
1. Call-­‐to-­‐ac4on:
Welcome,
New
Customer!
Add
us
to
your
Connec4ons
2. Call-­‐to-­‐ac4on:
Come
to
our
Website
for
Video
content
3. Call-­‐to-­‐ac4on:
Suggested
sell
for
a
Complementary
Product
4. Call-­‐to-­‐ac4on:
Send
a
LeDer
to
the
Editor,
CEO,
Write
a
Review

46. Page
46
Personalized Emails & Landing Pages
Customer
Browses
Bridal
Category
Triggered
“Bridal”
Email
Campaign
Bridal
Landing
Page
How
to
Use
Styles
Overview
Book
Appointment
Recommended
Gowns
Wedding
Tips
Book
Appointment

47. Page
47
Triggered Re-engage|Latent Non-customers

48. Page
48
Triggered Browse & Cart Abandonment

49. Page
49
Long Cycle Lead Nurturing

50. Page
50
Conclusions
B2B
market
is
larger
than
B2C
With
fewer
companies
leveraging
ecommerce
pla`orms
Some
B2B
companies
need
ecommerce
to
profitably
sell
to
smaller
customers
Engage
more
profitably
with
exis4ng
customers
Engage
profitably
with
smaller
customers,
opening
up
markets
Technologies
ShiGing
to
B2C-­‐Like
Experience
Product
data
consolida4on
across
mul4ple
channels
of
B2C
and
B2B
drives
brand
engagement
In
some
industries,
a
B2C-­‐like
experience
can
become
THE
differen4ator
Drive
for
Mobile
Experience
B2B
transac4ons
are
moving
from
computers
to
smartphones
and
tablets
Inability
to
deliver
mobile
op4mized
experiences
will
result
in
customer
abandonment
Complex
IA
and
overall
order
handling
with
produc4on
schedules
requires
though`ul
designs

51. Thank You!