An easy way to answer the second question is to look at one of the major choices of social media for b-to-b marketers, LinkedIn. It has been reported that LinkedIn, while clearly not the size of other, larger social media channels, is growing at a faster rate and produces high quality visit-to-lead conversion rates.
Any business-to-business organization deploying an ecommerce site that forgets its sales personnel is asking for trouble.
Because of the high cost today of generating business-to-business leads and customers today, retention is critical. Even though it is critical, you know you cannot spend more than you can recover in ROI. How do you boost retention and achieve a good ROI?
How will AmazonSupply.com will play out in the business-to-business marketplace? Here’s Monsoon Commerce vice president of marketing Casey Carey’s take.
Because it can be so daunting, some organizations choose the path of least resistance and duplicate the ERP data and business logic into the ecommerce system, leaving the two systems decoupled. Unfortunately, this decoupling opens the door to a host of headaches, and companies find themselves wrestling with data replication and timing errors. Understanding and following a few golden rules will ensure that the b-to-b ecommerce site complements the ERP system, and does not try to replace it.
Profile your new customers, lapsed customers and repeat customers to determine which ones are more likely to buy again and which ones are not. You can use transactional data, like how recently they bought, how frequently they bought, which products they bought, and how much they spent. You should also use the products they bought and the channel through which they bought them. Patterns should emerge.
Amazon.com’s launch of its business-to-business marketplace has the potential to alter the landscape for b-to-b merchants. But while some industry experts see the launch of AmazonSupply.com as an all-out game-changer for b-to-b merchants, others see Amazon’s entry as an added plus for b-to-b sellers.
While the potential exists to improve, many tests actually cost money because they do not even replace the sales of the traditional method you are using, leave alone improving them. So the question is: how can you minimize the risk and maximize the success of your testing efforts, especially in business-to-business marketing? Here are five tips to get you started.