Understanding the link between B2B eCommerce and B2B marketing
Address Key Issues
Global insights that are applied locally using recent, real-world examples
Gain A Full Understanding
Understanding the link between B2B eCommerce and B2B marketing
Key Takeaways
Includes practical, hands-on exercises that build into an executable plan
B2B eCommerce
A practical course packed with hands-on exercises to create a rounded B2B eCommerce strategy. B2B eCommerce shares many concepts with consumer online shopping, however, the sales cycles can be longer, the number of decision-makers larger and the value of the deal bigger. Other factors include customer based and wholesale pricing and financial instruments and finance. This course combines tested tactics with emerging trends in business models based on data to deliver ROI.
IN JUST 3 DAYS YOU WILL
- Understand how the process of buying and procurement is changing
- Understand how the nature of B2B commerce is changing
- Build step by step strategies to rank channel opportunities and investments
- Identify key requirements from stakeholders for an eCommerce solution
- Understand the capabilities of B2B eCommerce platforms and technology
- Identify partnerships that ensure B2B eCommerce growth
- Align B2B eCommerce with B2B digital marketing tools & practices
MEET YOUR TRAINER
Our Expert Trainer boasts over 20 years of cutting edge, strategic, online and digital marketing experience, including eCommerce, Mobile, Content Marketing, Social Media, Affiliate Marketing, Community Building, Product and UI Design, Content Production.
An expert in digital transformation and programme delivery, he has hands-on experience in Omnichannel eCommerce using Shopify, Magento, and WooCommerce for international mega-brands including Sephora ME, Ounass, Nestle, and OSN. A recognised regional eCommerce expert, he has been invited to speak and moderate at Seamless, Arab Ecommerce Summit, Smart Stores Expo, InRetail Summit, Enterprise WCMS, and Digital Experience (Sitecore, Kentico, WordPress), among others.
He has a strong traditional marketing background built on retail experience including brand strategy and rebranding, marketing plan development, and execution plus a product development & innovation skill-set with experience of bringing new products to market.
Organisations that will benefit:
- All Forward Thinking Companies
Who will attend:
- Directors & Managers responsible for Channel Development
- Business Development
- Revenue Growth
- Customer Relationship Management
- IT and Strategy
COURSE AGENDA
Day 1: Fundamentals of B2B eCommerce ⇓
- An introduction to B2B eCommerce – the opportunity
- 25 B2B Misconceptions debunked
- New and disruptive B2B business models including XaaS (Everything as a Service)
- Re-evaluating your Value Proposition in a digital world
- The changing nature of buying and procurement
- The new face(s) of B2B buyers – their needs and motivations
- Introducing 3 B2B eCommerce Maturity Models
o UX and B2B Customer Experience
o Payments, Pricing, and Personalisation
o Backend operations and Omnichannel scalability
Day 2: Exploring B2B eCommerce Maturity Models ⇓
- UX & B2B Customer Experience
o Building complex Product / Service models
o From online catalogues to data-driven merchandising
o Advanced Search for B2B Ecommerce - Payments, Pricing & Personalisation
o From ‘Call for Pricing’ to dynamic, account-based prices
o Multi-Currency, Price Negotiation, Financing & Approvals - Backend Operations & Omnichannel scalability
o From Spreadsheets to full ERP integration
o Re-Ordering, Sales Team Apps, Automation - Determining B2B Ecommerce Requirements
- RFP Management – Identifying and choosing Partners & Solutions
Day 3: Marketing for B2B eCcommerce ⇓
- The B2B Sales Funnel revisited for Ecommerce
- Content marketing – a 3-Step Plan to build a content strategy
- Social media for B2B Marketers – build a social content strategy
- The Pros and Cons of Influencers. Fad or essential to the B2B Marketing mix?
- Account-Based Marketing – assessing whether ABM is right for you
- Pro-Tips for making ABM deliver results
- Data and AI for B2B Ecommerce Marketing
- Analytics, Reporting, and ROI
- 6 KPIs to understand and measure
- Marketing Clouds and Platforms for managing B2B Marketing
- Course conclusion
“Very well presented course with real-life case studies which I can apply to my daily work immediately.”
- Past Client
“Fascinating course and a career-altering experience.”
- Past Client
