How to Transform a Bare Bones Business Portal into a B2B Ecommerce Powerhouse
At a time when more and more corporate customers are using the Internet to research and buy, a sizeable majority of B2B organizations appreciate the need for investing in
Transforming general, portal-based network into a dynamic
1) Invest in a Powerful Portal, Aligned with Admin and Customer Needs
B2B enterprises mainly have two practical options – turn an existing portal into an
Because, the portal will not only function as a means to gain new customers, but it will also help serve existing customers better.
While every organization’s approach will differ based on immediate and long-term corporate
a) Mobile-Friendly Design:
More than 50
b) Serve Personalized Content: Not only will you serve existing customers online, but you will also find new and lucrative customers through the store. In order to optimize customer experience and maximize your sales, you can serve personalized content using the profiles of registered users.
Based on the history of the customer, the portal can generate a dashboard showcasing relevant products, highlighting attractive promotions, and serving relevant information. At
c) Localization Support: If your customer base is spread across the globe, you will need to implement support for local currencies and languages. You may also want to go one step further and serve personalized content to specific regions (highlighting specific products, floating region-specific promotions, etc.).
d) Centralized and Intuitive Admin: All of the above will need to be managed by your website admins or digital marketing teams. Ensure that your backend is intuitive and flexible enough for easy and frequent changes.
2) Simplify Payment Processing and Billing
Unlike B2C organizations, most B2B companies have an existing and stable customer base, and most mature B2B players have implemented billing systems. In order to maintain the fluidity of the billing processes, it is imperative to integrate the online payment processes with the billing & ordering solution. This will ensure a smooth experience for existing clients and encourage them to buy more online.
Some complexity may be involved in integrating online payments with billing, especially when government regulations like SEPA are to be tackled at the same time. Add to it an external service for payment process and billing, and you have a slight problem. But, using custom development, such problems can be easily solved and most tasks can be automated.
3) Integrate Intelligently with Existing Systems
- Automate number of tasks and increase operational efficient
- Maintain data consistency and offer a superior consumer experience
- Easily maintain
product, stock and customer data across web assets
- Automatically process VAT, discounts, bills, orders, invoices and more
- Send online order to ERP and process them directly
- Manage content across websites and locales through a central repository
- Automate and simplify shipping and address validation
- Integrate Call
support center/ customer
These are some of the most popular integrations that will help you slash the cost of content management, product handling, order handling and customer handling. For best results, assess your existing capabilities and align your future
4) Start with a Focused Digital Marketing Strategy in Mind
The B2B online selling space is extremely competitive, and it is only going to get more so. B2B organizations are operating in the same online market where their wholesalers, suppliers and
To succeed, your organization needs to embrace all aspects of digital
However, there is a catch: too many businesses go through a time-consuming and painful implementation process to set up digital marketing automation platforms. But many of the tools don’t deliver practical benefits – they stay underutilized and may not be accepted by the sales teams. So, it is important to identify the core functions needed by the sales & marketing teams and ensure that only the necessary features and functionalities are integrated (or prioritized).
5) Focus on Building a Robust Ecommerce Ecosystem
Your existing supply chain may not stand up to the pressures of more frequent online orders. If your payments and billing are not automated, tasks related to invoice generation and bill clearing can increase admin loads significantly. By the same token, a lot of work may need to be done to get product images, videos and specs online.
Plus, digital marketing is too dissimilar from traditional sales & marketing, and you may need to set up a team, or beef up your digital management team to focus on the new needs. Needless to say, most of these activities are outsourced. But, you will still have to set up a team of
Once you find an
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