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To Compete, You Must Transform:
The Importance of Transforming Your
B2B Digital Strategy
May 24, 2106
Madhukar Kumar
VP, Cloud Product
Business Group, CX
Oracle
Andrew Cole,
Director of Digital Content,
WBR Research
Asad Durrani,
Chairman & CEO,
Aaxis Commerce
Topics
1
Key Findings on the State of B2B Digital Transformation
2
The Case for Accelerating Transformation
3
Imperatives and Best Practices for B2B Success
4
Q & A Via Chat
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
2
Survey Methodology
1%
7%
101 survey respondents mostly
representing manufacturers and
distributors
42% of respondents reported
revenues of more than $1billon
annually
9%
Manufacturer
Distributer
10%
49%
Other
Retailers & Department Stores
Computer Systems & Data
Processing Services
Responses gathered in April and
May of 2016
Healthcare & Biotechnology
24%
3
The growing importance of B2B e-commerce
100%
90%
80%
70%
37%
34%
60%
39%
31%
50%
Somewhat Agree
40%
30%
20%
Strongly Agree
38%
50%
44%
44%
24%
41%
10%
14%
12%
0%
B2B eCommerce is gradually B2B eCommerce is critical to
Accelerating digital
My company wishes to be
becoming more important our business advantage and transformation is a strategic considered a leader in digital
results
priority for our executives
business within our
markets/industry
My company is shifting to B2B eCommerce is a threat to
digital faster than our
our sales organization and
competitors
distributors
Fast-tracking digital transformation is a strategic priority for the vast majority of B2B companies. Technologies will be critical to that process.
4
Which stage of digital transformation is your business in?
40%
38%
35%
30%
26%
25%
19%
20%
17%
15%
10%
5%
0%
Stage 1: Exploring opportunities for digital Stage 2: Defining digital strategy development
transformation
process
Stage 3: Building, testing, and launching
digital capabilities
Stage 4: Optimizing digital and innovating
ahead of the curve
5
60%
New Data
Contrasting the obstacles to delivering the best possible omni-channel
eCommerce experience:
55%
50%
48%
44%
41%
40%
40%
41%
41%
34%
33%
28%
30%
27%
24%
All Respondents
Digitally Mature Companies
20%
10%
0%
Complexity of our
business
Organizational and
process challenges
Limitations of current
eCommerce platform
and systems
Lack of integration with Too much reliance on IT Time required to deliver
back office systems
innovations
B2B companies cite the complexity of their business as the biggest obstacle to delivering the best possible omnichannel eCommerce
experiences.
6
In which of the following are ways you are looking to upgrade
your ecommerce experience?
Add more rich content and imagery such as video
64%
Making product listings clearer, easier to find, and more enticing
64%
Building out or improving mobile accessibility
63%
Improving the overall user experience
62%
Improving SEO and discoverability
60%
Enabling audience segmentation and personalization.
59%
Better integration with our back-end systems
47%
Improving product or service recommendations
43%
Improving the quoting and ordering process flow/adding bulk orders
34%
Modifying platform to serve multiple types of buying decision makers
32%
Better integration with our customers’ back-end systems
26%
Becoming more consistent across international markets
25%
0%
10%
20%
30%
40%
50%
60%
70%
New developments in cloud technologies, web content management systems, and other tools support B2B customers’ unique demands for
flexibility, accessibility of information, and enhanced experiences.
7
43%
45%
Content Management (CMS / WCMS)
Product Information/Content Management
38%
Email Marketing
40%
38%
28%
eCommerce Platform (upgrade or replacement)
38%
24%
35%
Mobile/Responsive Design
38%
34%
34%
Web site analytics
All Respondents
Digitally Mature Companies
27%
28%
Quoting
Onsite Search / Navigation
27%
14%
A/B Testing
24%
Multichannel integration
20%
0%
5%
10%
15%
27%
22%
17%
Order Management/Back End Integration
New Data
Contrasting technology priorities over the next 18 months
20%
24%
25%
30%
35%
40%
45%
50%
While all respondents agree that content management tools are an essential component of the B2B digital transformation, many are still
scrambling to build out the most fundamental digital tools, such as email marketing and eCommerce platforms.
8
Recap of Survey Findings
Fast-tracking their digital transformation is a strategic
priority for the vast majority of B2B companies.
However, 40% of B2B organizations worry that they are
behind the competition.
B2B companies must invest in new technologies to support
the flexible omnichannel experiences buyers require.
Through new cloud and content management
technologies, B2B companies can support their
customers’ expanding requirements.
B2B companies cite the complexity of their businesses as
the biggest obstacle to better eCommerce experiences.
Critical internal challenges remain, but the technologies
to support digital transformation are more accessible
than ever.
9
AAXIS COMMERCE
As a Creative Technology Agency,
we specialize in driving business
results using data insights and
technology to orchestrate highlyengaging customer experiences.
Asad Durrani,
Chairman & CEO,
Aaxis Commerce
10
15 Years in Commerce.
500 Commerce & Digital
Marketing Experts on Staff.
B2B Strategists & Solution
Experts.
Copyright © 2016 AAXIS Commerce. All rights reserved. Confidential.
12
AAXIS’ B2B Insights
1. Key B2B industry trends to
watch and learn.
2. How to compete in acquiring
and keeping customers.
3. Tangible “best practices” B2B
industry leaders focus on.
13
B2B Buyer Trends
73%
B2B Buyers research products & pricing
using Google.
89%
B2B Buyers are researching company
websites before calling a sales rep.
57%
B2B Buyers say “most” of the purchase
decision is finished online, before talking
to a sales rep.
Research by Frost & Sullivan 2015
14
B2B Engagement Trends
74%
B2B Buyers say buying from a website is
more convenient than buying from a
sales representative.
93%
B2B Buyers prefer to buy online, once
they’ve decided what they need.
76%
B2B Buyers say “Easy To Find and
Descriptive Products” is #1 website goal.
15
Leaders vs. Laggards
42%
Grainger.com Sales
~$4.2B
10%
B2B Industry
Average
~10% of Sales are transacted online in B2B industry on average.
B2B industry leader Grainger generates 42% of all sales from online.
16
Amazon & Disruption
2.3M
Amazon Business has added over 2.3
million products to it’s Amazon Business
site, in the past 3 years.
80%
Grainger expects its customer sales
origination to shift from ~50% to 80% in
4-5 years.
Low
Industry wide, pricing is transparent
and the cost for buyers to switch MFGs
or Distributors is low.
17
18
Win by Acquiring
Customers Online
1. Expand online advertising and presence, and
make sure to target the right audience.
2. Identify your customer Persona groups and
personalize content and offers.
3. Segment personas by what’s important for
them to make their jobs easier.
19
Win with Retention
1. Make it easy to do business with you.
2. Automate manual and repetitive tasks
with self-service capabilities.
3. Elevate the role of customer-service and
sales from “order taker” to “solution
consultant”.
4. Help customers do their jobs better.
20
Win with Execution
AAXIS’ Digital Maturity Index measures where customers are today, in terms of level of digital sophistication,
and creates a strategic framework to advance and drive more revenue in stages.
LEVEL
3
LEVEL
LEVEL
1
Stable Platform
 Implement Enterprise Level
Platform
 Basic integrations.
 Digital ecosystem stable.
 Support and operations
model is working.
2
Metrics Driven
 Refine Commerce growth
strategy
 Baseline KPIs
 Define user personas and
segments
 Define personalization and
content strategy
 Master basic capabilities of
the platform
Advanced Optimization




Optimize the business KPIs.
Optimize customer segments.
Optimize content targeting.
Omni-Channel Experiences Ensure consistent content
across ALL channels and
touch-points
LEVEL
4
Intelligent Automation
 Omni-channel understanding of
customers.
 Automate personalized, omnichannel engagement.
 Derive actionable insights from big
data.
 Programmatically drive functionality
on your site with real-time, big data
insights.
21
B2B Best Practices
~$13 billion in annual revenue.
~$1+ billion annual online revenue.
What’s your advice?
Growth Strategy
Have a strategy and a plan for how you’re going to run and
grow your business online, before you launch. Know what
resources, and what partner you’ll need to drive customer
acquisition, improve conversion rates, and increase
customer lifetime value and loyalty.
Omni-Channel
Digital can and should enhance customer engagement in
all channels.
 Focus heavily on mobile experiences.
 innovate traditional off-line channels with digital
resources
 shift the role of customer service reps for mere order
takers to sales and solution consultants.
What’s your advice?
Customer Retention
To attract and keep valuable customers, understand their needs and persona profiles. Do this before
you get started on designing your solution. By focusing on how you can make it easier for your customers
to do business with you and be more effective at their own jobs, you will design a winning B2B solution.
Data & Integrations
At the heart of all customer experience is clean, actionable and accessible data. Focus on enriching,
cleansing and organizing your product and commerce related data and make it available enterprise wide.
This means investing in either a PIM or MDM solution.
System Architecture & Performance
Look for opportunities to simplify the number of pieces in your digital ecosystem, while focusing on the
performance needed to support the “speedy experiences” all online users have come to expect. A slow
page can often equate to a lost customer!
Get a complimentary
B2B Assessment
AAXIS will help you define the best strategic and
technological approach to grow your online
business, according to your organizational needs,
budget and readiness.
Go to: aaxiscommerce.com/b2bhelp
25
Imperatives for B2B Success
Madhukar Kumar
VP, Cloud Product Business Group, CX
Oracle
Market Dynamics Create Operational Challenges
Technology
New Operating Models
Innovation &
Agility
Transparency
& Simplicity
Journey
Focused
Customer Experience
27
Most Important B2B E-Commerce Success Criteria
49%
47%
43%
37%
36%
29%
27%
20%
4%
% of
New
customers
customer
buying online acquisition
Online
revenue
Conversion
rate
Customer
retention
Lowering cost Average order Customer
Average
to serve
value
lifetime value number of
customers
line items
28
Aspiration to Execution Gap
35%
23%
20%
15%
Today
16%
In 3 Years
12%
10%
5%
1%
0-5%
6-10%
11-20%
21-30%
8% 9%
31-40%
9%
5%
3%
41-50%
11%
51-60%
7%
7%
3%
4%
61-70%
71-80%
2%
Over 80%
29
Back to Basics for Revenue Growth
79%
of the buying journey is completed
without a vendor
44%
can’t match misspelled
terms with right product
30
Keys to Tailoring the Buyer Experience
Content in
Context
Custom
Entitlements
Simplified
Workflow
Easy
Approvals
Automated
Billing
31
Managing Complexity for Success
Business User Empowerment
Seller
ERP Integration
Online Self-Service
Buyer
Workflow Automation
Growth
Differentiated
Experience
Growth Enabled Infrastructure
Total Control Over Experience
Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
32
Addressing the Challenges
01
02
03
REVENUE
EXPERIENCE
COMPLEXITY
•
Discoverability
• Personalization
• Internal Complexity
•
Usable
• Visibility
• Customer Complexity
•
Relevance
• Simplicity
• Growth Complexity
33
CX Cloud Suite: Complete CX Solutions & Unified Platform
STORE
SOCIAL
FIELD SALES
CONTACT CENTER
FIELD SERVICE
MOBILE
WEB
CX INDUSTRY SOLUTIONS
Financial services
Communications
High tech
Consumer goods
Life sciences
Retail
Manufacturing
Automotive
Healthcare
Travel and transportation
Media & entertainment
Education & research
Professional services
Hospitality
Utilities
CX APPLICATIONS
MARKETING
SALES
CPQ
COMMERCE
SERVICE
SOCIAL
MARKETPLACE
UNIFIED CX PLATFORM
CUSTOMER
MASTER
ANALYTICS & DATA
VISUALIZATION
DATA AS
A SERVICE
Confidential – Oracle Internal
APPS
PERSONALIZATION
PLATFORM
SERVICES
INTEGRATION
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 34
SECURITY
IOT
What Success Looks Like
• Deployed in 7 countries across 2
major businesses
• 93% Electronic Order Entry
(switch from phone & fax)
• Multiple platform consolidation
• Give business users more
control
• 50% increase in online orders
• 2.5x performance improvement
• Zero failed orders
• Launched in 6 months
• Direct to consumer initiative to
bring information to residential
customers
• Deployed Oracle Commerce
Cloud
• Give business users intuitive tools
to manage content and
commerce experience
• Interface to Oracle E-Business
Suite for inventory and pricing
35
Take The Next Step
How Oracle and Aaxis Commerce Can Help
• Digital Business Assessment
• Digital Business Strategy and the
Business Case for Action
• Digital Business Technology
Roadmap
• Understand “The Possible”
36
Q&A
For More Information:
oracle.com/goto/b2b-ecommerce
aaxiscommerce.com/b2bhelp
Madhukar Kumar, Oracle: madhukar.kumar@oracle.com
Assad Durani, Aaxis Commerce: adurrani@aaxiscommerce.com
38

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