There are quite a few businesses that place a tremendous amount of emphasis on those that influence the end purchase. For example, a company that sells kitchen cabinets focuses 90% of its marketing and sales resources on those that influence the end-customer – in this case the architect, interior designer, or general contractor. What’s different […]
B2B E-Commerce Strategy is different then strategy in retail. It is important to understand the differences that we have explained in the following articles.
In a recent post, we learned that e-commerce within B2B is often not about customer acquisition and conversions but about building customer loyalty. The traditional approach of B2B e-commerce is product or cart centric. However, I would suggest that we should go beyond product centricity, and that we should start focusing on Relationship-Centered e-commerce. Malcolm […]
In the B2B customer experience race, the finish line is loyalty, not conversion. In the retail world, web sites and e-commerce are driven by customer acquisition and conversion. In B2C, e-commerce is at the top of the marketing funnel. A retail customer may purchase multiple products over time. But the revenue per customer is significantly […]
As we continue to study and frankly develop b2b e-commerce best practices, a recent customer brought up an interesting business case of why they want to use e-commerce. They are the largest company in a large commodity market and they have an interesting opportunity with their competitors. The commodities have to be purchased months in […]