B2B Online Presence Benchmarking
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Transcript of B2B Online Presence Benchmarking
B2B Online Presence and Benchmarking
Client Logo Your Logo
Introduction
Competitive Landscape
Best Practices
Recommendations
Exhibits
Summary
Outline
Context of the Study
► Presenta(on of your client ► The problems ► Your mission
► Objec(ve 1 ► Objec(ve 2
► Objec(ve 3
Context Objec3ves
Plan • Introduc3on • Summary • Landscape • Best Prac3ces • Recommenda3ons
This study focuses on (business segment) in (geographic area).
Business Ac3vity
Name Ac(vi(es of the business
Name Ac(vi(es of the business
Name Ac(vi(es of the business
Name Ac(vi(es of the business
Name Ac(vi(es of the business
Name Ac(vi(es of the business
Name Ac(vi(es of the business
logo
logo
logo
logo
logo
logo
logo
Study Scope Plan • Introduc3on • Summary • Landscape • Best Prac3ces • Recommenda3ons
Introduction
Competitive Landscape
Best Practices
Recommendations
Exhibits
Summary
Outline
• (1st element) – (detail) – (detail) – (detail)
• (2nd element) – (detail) – (detail) – (detail)
• (3rd element) – (detail) – (detail) – (detail)
• (4th element) – (detail) – (detail) – (detail)
• (5th element) – (detail) – (detail) – (detail)
Summary: Business Perimeters Plan • Introduc3on • Summary • Landscape • Best Prac3ces • Recommenda3ons
Brand
Interac(on
Know/Analyze your Market
AFrac(on of Traffic
Info about Offering Sales Service
Intermediary Support (Distributors)
� Billing � Service aAer the
sale � Management of
contracts � …
� Analysis of Traffic � e-‐reputa3on � Surveys � Sa3sfac3on studies � …
� Making contact � Web func3on 2.0 (Forums, sharing…)…
� Develop SEO and SEM � Organize contests � Develop cross-‐media
communica3on � …
� Ar3cles � Info about usage � E-‐learning � …
� Direct/indirect � Where to buy? � Demand levels � …
� Marke3ng distribu3on
� Promo3ons � …
Value Chain Analysis Plan • Introduc3on • Summary • Landscape • Best Prac3ces • Recommenda3ons
Brand
Interac(on
Know/Analyze your Makret
AFrac(on of Traffic
Info about Offering Sales Service
Intermediary Support
(your client)
=100% of poten(al
Compe3tors
=100% of poten(al
Value Chain Analysis Plan • Introduc3on • Summary • Landscape • Best Prac3ces • Recommenda3ons
Internet Presence Mobile Presence Contact Centers Sales Method Delivery Channels & Packaging
Introduc3on
Compe33ve Landscape
Best Prac3ces
Recommenda3ons
Summary
Competitive Landscape
Compe3tor Strength (EXAMPLES:) Weakness
Name Grade: xx / 20
• Usability • Content • Crea(vity • Loyalty
• Low natural traffic acquisi(on • Lack of professionalism
Name Grade: xx / 20
• Content
• Messy • Not interac(ve • Low usability • Low natural traffic acquisi(on • Lack of professionalism
Name Grade: xx / 20
• Shop locator • Professionalism
• Not interac(ve • Low natural traffic acquisi(on
Name Grade: xx / 20
• Usability • Shop locator
• Low natural traffic acquisi(on • Lack of professionalism
Name Grade: xx / 20
• Crea(vity • Loyalty
• Low natural traffic acquisi(on • Lack of professionalism • Low usability
Name Grade: xx / 20
• Usability • Content • Loyalty • Interac(ve
• Too many pop-‐ups • Poor usability of affiliate sites
Name Grade: xx / 20
• Content • Professionalism
• Not interac(ve
Plan • Introduc3on • Summary • Landscape • Best Prac3ces • Recommenda3ons
Competitors’ Strengths & Weaknesses
u (Remark)
u (Remarks)
- (1st point)
► (Remark)
- (1st point)
(Name)
(Name) (Name) (Name) (Name) (Name) (Name)
Compe
33on
Breakdo
wn Segment Rank 14 8 3 2 5 6 1
B2B users 20% 100% 100% 100% 40% 100% 100%
B2C users 100% 30% 66% 100% 80% 100%
Interna(onal Presence (% of sites)
71% 100% 100% 100% 80% 50% 100%
(Your client)
8
100%
62%
100%
Competitors’ Internet Presence Plan • Introduc3on • Summary • Landscape • Best Prac3ces • Recommenda3ons
► (Remark)
► (Remark)
* Selon nos observa(ons, ces sites ne sont pas des CMS
(Name) (Name) (Name) (Name) (Name) (Name) (Name)
Metho
d of Organ
iza3
on Centralized Internet hub No Yes No Yes No Yes Yes
Clean Structure Yes No Yes No Yes No No
Hos(ng Decentralized Centralized (50% New York)
Decentralized Centralized (100 % Texas)
Decentralized Centralized (90% East Coast)
Centralized (50% US, 50%
Canada) CMS standard (Joomla, Drupal…)* No No No No No No No
Monitoring Google analy(cs Google analy(cs
Google analy(cs
Google analy(cs
Google analy(cs
Google analy(cs
Google analy(cs
(Your Client)
Yes
No
Centralized (100% CA)
No Google Analy(cs
Competitors’ Internet Presence Plan • Introduc3on • Summary • Landscape • Best Prac3ces • Recommenda3ons
► (Remark)
► (Remark)
► (Remark)
(Name) (Name) (Name) (Name) (Name) (Name) (Name)
Performan
ce
Graphics (modern design) 2,4 1,9 2,2 2,7 2,5 2 2,8
Consistency (brand, naviga(on…) 1,5 2,2 1,7 2,5 2,5 2 3
Usability 1,75 1,61 1,77 2,22 1,74 1,78 2,11
Traffic Acquisi(on (SEO, SEM, criteria in page/off page)
1,5 1,2 1,4 1,7 1,2 1,8 2,8
Loyalty (returning visitors, newsleFer)
54% 77% 60% 0% 80% 9% 0%
(Your Client)
1,75
2
1,60
1,1
1%
Traffic Acquisi(on
logo
logo logo
logo
logo
Competitors’ Performance Plan • Introduc3on • Summary • Landscape • Best Prac3ces • Recommenda3ons
Quality
► (Remark)
► (Remark)
(Name) (Name) (Name) (Name) (Name) (Name) (Name)
Value Prop
osi3on
Catalogue (quality of presenta(on)
2 2 2 3 2 3 3
E-‐commerce No No No No No No No
Interac(ve 0,31 0,17 0,11 0,17 0,33 0,31 0,33
B2B
Wasted Space 43% 13% 0% 50% 40% 0% 100%
Contact Pro Yes Yes Yes Yes Yes Yes Yes B2C
Content 2,15 2,71 2,33 3,00 2,00 2,17 3,00
Shop locator (existence, quality.) 31% 57% 67% 0% 20% 33%
(Your Client)
1
Yes
0,33
100%
Yes
2,10
66%
Value Proposition (1/2) Plan • Introduc3on • Summary • Landscape • Best Prac3ces • Recommenda3ons
Content
Scop
e of Target
► (Remark)
- detail
- detail
► (Remark)
- detail
logo
logo
logo
logo
logo
logo
Value Proposition (2/2) Plan • Introduc3on • Summary • Landscape • Best Prac3ces • Recommenda3ons
Name of site
hFp ://www.site-‐example.com
Name of site
http ://www.site-example.com
Screen shot Screen shot
► Market : ► Target : ► Objec(ves: ► Strengths:
Plan • Introduc3on • Summary • Landscape • Best Prac3ces • Recommenda3ons
Benchmarks
► Market : ► Target : ► Objec(ves: ► Strengths:
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