B2B Webinar: Creating Your Digital Roadmap. Why Now?
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Visit: http://pages.crossview.com/B2B-Webinar-1-resources.html for our webinar replay and an exclusive offer from CrossView. Whether you are taking your first steps down the digital path or you’re refreshing an existing, more complex roadmap for B2B, learn what you need to think about on this journey – today and tomorrow. Webinar Highlights: • What are the key factors driving companies to shift to B2B commerce? • How can digital channels complement – even support – your on-the-ground sales teams? • What tools and technologies can help with your online B2B transformation?
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B2B Webinar: Creating Your Digital Roadmap. Why Now?
- 1. 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 jklein@crossview.com May 2015 | CrossView Intellectual Property
- 2. 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?
- 3. 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
- 4. www.crossview.com 4 Customer Business Technology What’s Driving B2B Digital?
- 5. 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
- 6. www.crossview.com 6 Ideal Consumer Experience ❏ 24x7x365 Availability ❏ Simplified Shopping Experience ❏ Real time order tracking ❏ Access across all channels ❏ Recognition across touch points
- 7. 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
- 8. 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
- 9. 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
- 10. 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
- 11. www.crossview.com 11 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
- 12. www.crossview.com 12 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
- 13. www.crossview.com 13 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
- 14. www.crossview.com 14 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
- 15. www.crossview.com 15 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
- 16. www.crossview.com 16 Transparency of Systems ❏ Pricing ❏ Inventory ❏ Order Status Technology - Information Shopper view CSR view
- 17. www.crossview.com 17 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.
- 18. www.crossview.com 18 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
- 19. www.crossview.com 19 What is a Digital Roadmap?
- 20. www.crossview.com 20 Digital Roadmap A Strategy for transforming a business from where it is today to where it needs to be tomorrow…
- 21. www.crossview.com 21 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
- 22. www.crossview.com 22 Customer ❏ Segmented Customer View ❏ Current State Interaction Model ❏ Lifecycle Model ❏ Gap and Opportunity Analysis
- 23. www.crossview.com 23 Business ❏ Current Organizational Model ❏ Competitive Assessment ❏ Identify Opportunities for Cost Savings ❏ ROI and Cost Justification Models
- 24. www.crossview.com 24 ROI and Cost Justification ❏ Investment Costs ❏ Opportunities for growth ❏ Cost Savings
- 25. www.crossview.com 25 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
- 27. www.crossview.com 27 Technology ❏ Current State Assessment ❏ Identify Technology and System Gaps ❏ Platform Selection and Evaluation ❏ Initiative Planning ❏ Prioritized Technology Roadmap
- 28. www.crossview.com 28 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 Party Tools • Analytics • Search Marketing Automation • Mobile
- 29. www.crossview.com 29 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 positivesnegatives
- 30. www.crossview.com 30 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
- 31. www.crossview.com 31 Year 1 – Build the Foundation Year 2 – Personalization Year 3 – Operational Efficiency and Growth Tools& Enablers Simplifythe ShoppingProcess Personalize Your Customer Interactions Extend YourSales Reach 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 Enhancethe Cross-Channel Experience 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
- 33. www.crossview.com 33 John Klein Vice President of Commerce Strategy jklein@crossview.com THANK YOU ● CLICK HERE to visit our resources page with the webinar replay and an exclusive offer from CrossView.
Notes de l'éditeur
- Thank you Robyn - Good morning (afternoon) everyone and thank you for joining us today for our discussion on Digital Roadmaps and why Now is the right time for organizations to invest in the Digital Channel Today we are going to cover two main topics: The first is - Why Now - What are some of the key things that are driving B2B businesses to focus, invest, and enable their digital and omni-channel capabilities? We’ll look at that from a couple of different perspectives and talk about what’s happening to drive some of the changes From there we’ll look at What it means to build a Digital Roadmap - what questions it looks to answer and what kinds of activities it consists of And along the way we’ll look at some examples of those activities and deliverables and
- Before we start however - I’d like to do a quick survey. What you see here is a very simple model for classifying where a company is from a digital enablement standpoint. By looking at how the digital channel is supporting product research, sales, and post purchase support we can get a sense of where someone is starting from. So Ill give everyone about 15-20 seconds to classify where you think you’re company fits in this model and the take a quick look at the results Robyn can you go ahead and activate the poll? Again - How would you classify the current state of your companies’ B2B Digital enablement is the question. Fully enabled, Partially enabled, or Not really enabled at all?
- When we look at what’s happening the B2B Market - there’s really three key trends that are driving companies to realy focus on their digital and omni-channel enablement The Customer The evolution of the B2B buyer and purchasing process Your Business That evolving B2B buyer is forcing an organizational change in order to meet those changing needs Its also creating an opportunity for substantial cost savings in the sales and support structure of many companies Technology Older systems that simply don’t make it easy (or in some cases possible) to surface critical information to the evolving customer Complexity and pace of change in the digital and omni-channel space
- There have been a lot of articles lately about the idea that B2B buyers are looking for consumer-like experiences from the businesses they interact with - So, Why is that? The obvious answer is that, quite simply, B2B buyers are also consumers who interacts with the kinds of digital touch-points and experiences every day that make up the more traditional consumer experience. Those personal experiences influence their expectations for what they expect companies to provide, and as a result - the ideal customer experience is quite similar for both B2B and B2C In order to stay relevant, B2B businesses need to stay aware of those trends and offer the same kinds of experiences to their buyers
- Because the B2B buyer is also a consumer, it should be no surprise that some of the most important things that they identify as important from a customer experience standpoint are going to be the the same things that B2C companies are typically already providing In terms of basic functionality that help make their jobs easier that includes things like 24x7x365 availability - the ability to research products, make purchases, and get support outside of normal business hours Simplified shopping experience - Quick and easy purchasing, stored customer, payment, and shipping information, and other tools that have become standard in the digital channel Real time order tracking - the ability to know the status of an order - in real time - without having ot interact with a person Up to date information and recognition across touchpoints - so when they do need to speak with someone in a call center for instance, they have access to and are seeing the same information they are (shopping cart, order history, information, etc.)
- Additional things like: Access to the full catalog, accurate (and if appropriate personalized) pricing, promotional information, and up to date inventory Up to date product information - new versions, upgrades, additional usage and support information for how products work, connect, and can be used by customers Shopping tools like relaated
- Technology What is the current state of systems which provide critical information - product information, inventory, pricing? How up to date and transparent is that information to the customer now? What needs to change? What is the architectural vision and core platforms and applications that make the most sense for your business? What trends and innovations are relevant for your business - now and in the future?
- We’ve looked at some of the challenges and opportunitites that are driving B2B firms to look more closely at their digital enablement So what’s a digital roadmap and how does it help address those challenges and opprtunities? A roadmap is simply a Strategy for Transforming your Business from where it is today to where it needs to be tomorrow…
- We’ve looked at what’s driving B2B businesses to focus on the digital channel and think about how they are addressing some of these challenges and opportunities… So how do you go about building your digital roadmap?
- When we look at what’s happening the B2B Market - we tend to look at it from three specific lenses: The Customer Who are they? What are their interaction models with you and your competitors and in general? What is their research, purchasing, and support process? What is their internal process for making purchases (small, medium, large and complex) Most importantly - where are the opportunities all of those things easier? Your Business How well does the organization support the buyer - how well is it aligned to the task and activities required in today’s market? How does it need to change? Where are there opportunities to reduce costs? What are your competitors doing? Where are their opportunities to provide unique services, information, and make their jobs easier? Technology What is the current state of systems which provide critical information - product information, inventory, pricing? How up to date and transparent is that information to the customer now? What needs to change? What is the architectural vision and core platforms and applications that make the most sense for your business? What trends and innovations are relevant for your business - now and in the future?
- The Customer Who are they? What are their interaction models with you and your competitors and in general? What is their research, purchasing, and support process? What is their internal process for making purchases (small, medium, large and complex) Most importantly - where are the opportunities all of those things easier?
- Your Business How well does the organization support the buyer - how well is it aligned to the task and activities required in today’s market? How does it need to change? Where are there opportunities to reduce costs? What are your competitors doing? Where are their opportunities to provide unique services, information, and make their jobs easier?
- Technology What is the current state of systems which provide critical information - product information, inventory, pricing? How up to date and transparent is that information to the customer now? What needs to change? What is the architectural vision and core platforms and applications that make the most sense for your business? What trends and innovations are relevant for your business - now and in the future?