e-Commerce Strategies: When B2B and B2C Collide

Share this post:

This just in… B2B buyers are demanding rich online experiences, more real-time information, the ability to share knowledge with fellow buyers and the chance to make faster decisions.  This new playing field has many businesses looking to toss aside their outdated B2B approach in favor of proven techniques from the world of B2C e-commerce – and that requires a whole new, or smarter, approach to commerce.

Smarter Commerce promises to transform the speed in which businesses can manage and adapt their buy, market, sell, and service processes and, in the end, generate greater customer loyalty, revenue and agility. To embrace this new approach to commerce, B2B companies need to align their commerce processes to put the customer at the center by enhancing their:

  • Operational Automation: Take orders electronically to reduce cost-per-transaction and optimize quote-to-cash cycle times.
  • Buyer-Centric Marketing: Focus on understanding customer needs, segments and behavior in order to deliver targeted and contextual marketing messages that help influence purchasers.
  • Rich Customer Experiences: Simplify and speed the purchase process by delivering rich online experiences that provide access to important information and aid in purchasing decisions.

To incorporate these elements into their business, companies need to follow the four steps below:

  • Online Order Taking:  Replace manual order taking processes with an online self-service channel to reduce administrative costs, errors and improve turn-around time.
  • One-to-One Marketing:  Embrace web marketing techniques that tap into buyer personas to deliver targeted information capable of influencing the purchasing process.
  • Online Order Making: More than just automating the purchase, create a dialogue with the customer, offering relevant product promotions and marketing campaigns based on the buyer’s profile, order history and online/offline behavior.
  • Community Marketing: Offer online communities and social networks that foster collaboration with and among customers, provide a forum to gather product feedback, elicit new product ideas and address any product-related issues.

B2B businesses facing new B2C challenges can learn more in the white paper, Next Generation e-Commerce Strategies for B2B Sales and Marketing.

Add Comment

Leave a Reply

Your email address will not be published.Required fields are marked *

Buy Guaranteed Facebook Fans

Check This Out…

[…]Here are some of the sites we recommend for our visitors[…]…


Prestashop Templates

Extra Reading…

[…]we like to honor other sites on the web, even if they aren’t related to us, by linking to them. Below are some sites worth checking out[…]…



Let me start off by saying nice post. Im not sure if it has been talked about, but when using Chrome I can in no way get the entire internet site to load without having refreshing lots of times. Could just be my pc. Thanks.



Unbleievbale how well-written and informative this was.



More Articles Stories

IDC: The Future of Supply Chain

What are the challenges and technologies shaping the future of supply chain? We’re living in what some call the age of disruption, where digital business and globalization are disrupting business models and industries and changing the way we live and conduct business. According to IDC, this will translate into 33 percent of all manufacturing companies […]

Continue reading

8 Ways IBM is Advancing Automation and App Integration in MFT

This is the fifth post in our Managed File Transfer blog series. Read the previous post, “Why You Should be Investing in Visibility and Governance for Managed File Transfer” here. Businesses in this ‘Digital Age’ must operate and perform in a highly-competitive and global environment – one with growing demands for secure data exchange. The transfer of business-critical […]

Continue reading

Ways Retailers Can Optimize Holiday Readiness

IBM has had its finger on the pulse of the retail sector during a time when the brand-consumer dynamic has undergone a dramatic shift and retailers are being asked to embrace critical new innovations to keep up. Through the power of Watson and AI technologies, we are helping businesses bring data to life so retailers […]

Continue reading

CEVA Logistics is 90 Percent Faster with IBM

Managing a global supply chain of any size is no small task. Now consider the supply chain of a global logistics company, which turned more than $6.6 billion USD in revenue in the last financial year, that is both a carrier and a mover in 160 countries, managing eight million square meters of storage space […]

Continue reading