Home > B2B e-commerce 2.0, Marketing, Sales > Whitepaper: e-Commerce Strategies for B2B Sales and Marketing

Whitepaper: e-Commerce Strategies for B2B Sales and Marketing

November 22, 2010 Leave a comment Go to comments

B2B e-commerce strategyAfter the dot-com era, B2B e-Commerce has once again gained strong interest among businesses and software vendors over the last 3-5 years and this time the difference is that the Internet is viewed as the foundation platform – not a channel in silo – for all sales and marketing efforts.

The key drivers behind this shift include B2C/B2B convergence, market expansion through business model innovation (e.g. serving the long-tail via web channel), the need to build online brand presence. The result is B2B firms are rethinking their e-business strategy to leverage the Internet to deliver a streamlined, buyer-centric and engaging experience that enables buyers to efficiently interact and transact with the brand and at the same time makes it possible for sellers to reduce administrative costs, increase sales and improve brand loyalty.

This whitepaper discusses B2B e-Commerce drivers and strategies to inspire new ideas for the digital transformation of your business, customer examples, and how IBM WebSphere Commerce solution can help to execute on the strategy. Below is the list of key topics discussed in this whitepaper:

  • B2B e-Commerce Key Drivers
  • Next-generation B2B e-Commerce Strategy
    1. Operational automation
    2. Buyer-centric marketing
    3. Rich customer experience
  • Four steps to implementing next-generation B2B e-Commerce strategy
    1. Online order taking
    2. One-to-one marketing
    3. Online order making
    4. Community marketing
  • IBM WebSphere Commerce B2B Solution
    • Catalog, Contracts, and Org. Modeling
    • Marketing, Merchandising and Multi-sites
    • Web 2.0 store and Community support

While this paper discusses WebSphere Commerce solution, the recent acquisition of Sterling Commerce further enhances the solution to meet advanced business requirements.

Thanks to the customer and business community that helped to shape my thinking and special thanks to J.J.Keller, NewPig, and Wasserstrom for sharing their experience in this paper.

As always, your questions and comments are most welcome.

Note: The postings on this site are my own and don’t necessarily represent IBM’s positions, strategies or opinions.

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