Multichannel marketing in B2B ecommerce
Global B2B ecommerce is set to generate a staggering $6.7 trillion by 2020. Yet half of B2B organizations are without an online store presence - indicating a clear need for them to get started and meet the multichannel shopping demands of their customers.
But what if your customers do already buy directly from you and not at the glamour end of the lifestyle market, but to get things they need to use at work? If they are buying something their business needs, rather than something they want personally, will they take the same time and care?
While prime requirements and the emotional aspects to shopping for business needs differ, the B2C multichannel model, which B2C retailers have been mastering in recent years, also lends itself to business buyers.
B2B companies such as City & Guilds, Toolstop and DHL among others have been demonstrating how by adapting their established business model, they have successfully reshaped their engagement approach. In order to do this they have considered and worked to seamlessly integrate the four building blocks of ecommerce - the website, CRM database, ecommerce platform and email marketing automation.
With the single customer view this approach affords those who adapt from the traditional B2B sales model, companies can see each aspect of how an individual interacts with their business. This information can be used to build and refine personalized marketing campaigns that take the customers journey to a whole new level.
- Gain an understanding of the business case for B2B ecommerce
- Consider the four building blocks of multichannel ecommerce
- Build a multichannel marketing strategy with email at the core for a better customer journey
- Check out examples of emails sent by B2B ecommerce organizations that have been well received
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