B2B inspirations for

e-commerce

2

Information Identity Sales Relations

Before Now Future

Finance

FMCG

eCommerce

B2B

B2B can learn from other on-line industries

Typical B2C eCommerce is focused on ROI, it can be

simply transfered to B2B

Concept: Let’s make B2B eCommerce according to best practices in B2C eCommerce

3 http://openmarketing.com/blog/articles/three-strategies-to-improve-campaign-roi/

How to increase ROI?

• R - retency

• F - frequency

• M- monetary value

Lower cost of

acquisition

Cross Sell

Up Sell

Retention

Time

Profit

(almost) client

• Challenges for the B2B client

– Long decision process

– Many people involved in the decision

• Give value for users, who are not ready to buy

• Build relationship first, sell later

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Collect data about the customer

5

http://unbounce.com/content-marketing/10-content-

marketing-growth-hacks/

• Newsletter as a huge

part of B2B sales

strategy

• Give a gift for signing up

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http://szkoleniausability.pl

ACTION:

• Create Webcasts

• Ask visitors for the e-mail

• Send course in 6 parts

• Bring them back to your

website

OUR RESULT:

• Over 6000 e-mails without

marketing budget

eMail Capture

• 70% bounced users will never

return

• Case Willsoor: database

increase of 34% in less than

1,5 month

– Increase of revenue from

welcome message reached

14,07% of total shop revenue

– Order size from welcome

message was 17,51% higher

than average order size

– Conversion from welcome

message was 255% higher than

shop average

7

http://divante.co

http://optinmonster.com

Lead generation from bounce rate

8 http://blog.kissmetrics.com/double-your-leads-instantly/

• Choose the website with high bounce rate

• Convert users into leads – give them content

Content marketing

• Valuable content

– New users

– Visibility in browsers

– Lead generation

• Methods used in

usability optimalization

(A/B tests ) for content

creation

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Test your header with A/B tests. Inspiration:

http://www.slideshare.net/Upworthy/the-

sweet-science-of-virality

Impact of content marketing

for ranking in Google

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Average length of the blog

post in Top10 equals min.

2 000 words.

http://www.quicksprout.com/2012/12/20/the-science-behind-long-copy-how-

more-content-increases-rankings-and-conversions/

Consulting– we achieved 40% conversion rate with

„physiotherapy consultation” in ortopedio.pl

Designing of B2B platform

• Except of marketing for B2B you should also think

carefully about the system requirements and needs

• B2B platform has quite often many returning clients

– You should care about them, they are most valuable part of the

business

– Give them reason to stay with you or share your message

– Make them feel good on your platform, when they buy your

products

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Learning curve as an inspiration

Za: Usability Engineering, JAKOB NIELSEN

New user– quick

adaptation

Advanced users–

function speeding

daily work like

keyboard shortcuts.

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From: About Face 3. The Essentials of Interaction Design

Alan Cooper, Robert Reimann, and Dave Cronin

User Experience and needs

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Take care of returning customers

• User uses the platform– let’s focus on education and his satisfaction – Functionality

– Shortcuts

– Less number of clicks to achieve the goal

Quick switch between tabs

Use

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Design inspirations

GE Salesforce

Progressive

• Big picture, key message

• Lead generation

• Responsive Web Design

• Simple, plain language

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Experience in B2B –

examples from Divante

Unizeto

• The biggest supplier of

electronic signature in Poland

• Sales in Eastern Europe

• Virtual goods, services

• Integration with 3rd party

systems (ERP, CRM,…)

• PrestaShop implemented in

2009

• Migration to Magento in 2014

https://unizeto.eu/

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GRENE

• Interactive newspaper

• Mobile channel

• eMail Marketing

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What surprised us positively in the

process of project implementation was

rapid deployment mechanism, without

involving our resources. The advantage is

also the speed of solution, which is

important when using online newsletters

tablets and smartphones.- Jarosław

Łuczak, Marketing and E-commerce

Grene Sp. z o.o.

http://www.grene.pl/

• Complex e-Commerce B2C i B2B

implementation

• Integration with CRM, ERP, PIM

• Outsourcing of the team

http://www.bankkabli.pl/ and http://www.tim.pl/

„I am very happy with results of this

implementation. I see that number of retailers

being visible online is growing and we want to

be here a part of this trend as well. We believe,

that such platform will increase our sales „–

Krzysztof Folta, CEO ,TIM SA.

TIM SA – one of the biggest B2B in Poland

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• Design of B2B sales system

• Design of B2C sales system

• Maintenance for current project

http://renowa24.pl/

Before we created the online strategy for AB

Bechcicki we were aware of a lot of projects in

our industry and related industries. Thanks to

the experience of Divante we have done

extensive research on the Polish and European

market. We founded a lot of interesting features

and chosed the ones that will be most effective

for us in terms of revenue. Marcin Mika, Board

Member - eCommerce AB Bechcicki.

AB Bechcicki

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• Project – Migration from offline to online

• Cross selling increase

• Customer research

• Product services

TelForce One

Lower user acquisition cost

Cross Sell

Up Sell

Retention

Time

Revenue

www.telforceone.pl

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• Internet Branding

• Project and Implementation

eSystem

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ENERGA SA • Loyalty Programm

• Service Design

• Business Model Canvas

• Product design

• System design

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http://grupa.energa.pl/

ING Bank Śląski • Loyalty programm

• Service Design

• Business Model Canvas

• Product design

• System design

• Implementation

• Security audit

• Hosting

• Maintenance

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www.Bankujesz-zyskujesz.pl

Raiffeisen Bank

• Longterm cooperation

• Research and optimalization of B2B

system

• Designing new communication

channels

28

A/B test for landing pages

Interesting results:

• The best converting pictures are people and items in front

• Decreasing the number of fields in formular doesn’tinfluence

conversion

HAND

29

Thanks to cooperation with Divante we

have a much larger share of the sales from

the online channel.-Krzysztof Handke –

Development Manager,Sales Office HAND

• Average conversion (sales) from leads

was 30%.

• In the best month conversion reached

70%.

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Inspeo – modern HR company focused on B2B

Marketing activities tested:

• Facebook Ads;

• Banners in Goldenline.pl;

• Contex Ads in LinkedIn Ads;

• Graphical and text Ads in Google Partner Network

• Remarketing Google AdWords.

Results :

• Most effective activities: Google AdWords and LinekdIn Ads;

• Key message + bonus are more important than design

• Static creation have higher conversion than dynamic ones

INSPEO

31

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• Time on the website increased 37%

• 35 contact leads in 3 months (most of

them became clients or free trial

users)

Divante provides excellent accounting and a lot

of experimenting with effective methods of

reaching the customer and conversion

optimization. We didn’t expect, that even

banners can attract large customers if they are

well matched to the target group.

- Paweł Montwiłł, Sales and Marketing

Director in Inspeo.

INSPEO

Experience in B2B projects

• Raiffeisen Bank

• ATM SA

• EKO Holding

• AB SA

• TelForce One

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• PW Moda

• IC Partners

• Navo

• Logintrans

• Benefit Systems

Kontakt Damian Winkowski

dwinkowski@divanteltd.com

Divante Sp. z o.o.,

ul. Kościuszki 14, 50-038 Wrocław, tel. +48 71 342 24 06, e-mail: divante@divante.pl

+ 48 530 909 480