Online channels and business commerce networks have transformed the way sellers and buyers discover, connect and collaborate with each other. But what does this mean for marketers? Join this session to hear the latest from [partner organization], who has just completed a benchmarking analysis, including best practices on how companies of all sizes can establish a global online presence with eCommerce. Learn how leading marketers are overcoming the increasing complexity of B2B sales by harnessing online channels. Learn about the results that best-in-class digital marketers are gainin - and that you can gain, too.

1. E-Commerce: The Must-Have Sales and
Marketing Tool
For Finding Buyers Ready to Buy and Retaining Them
© 2013 Ariba, Inc. All rights reserved.

2. #AribaLIVE
Today’s Presenters
© 2013 Ariba, Inc. All rights reserved.2
John DiStefano
Research Director
Heather Westerman
eBusiness
Manager, Large Accounts

3. #AribaLIVE
About Lexmark
© 2013 Ariba, Inc. All rights reserved.3
• Printing and imaging solutions
• Content management software
• $3.8 billion in revenue
• 55% international sales
• Presence in 170+ countries
• "Customers For Life" is
our vision

4. #AribaLIVE
Findings from the eCommerce and
Marketing Study
• Research partners:
• Research objectives:
Identify importance of B2B ecommerce to marketing leaders
Understand evolving market dynamics
Analyze how CMO role is evolving
Shed light on the winning approach of the future
© 2013 Ariba, Inc. All rights reserved.4

5. BtoB magazine
5
Years Using B2B E-Commerce to Market
and Sell
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
How long has your organization been using B2B e-commerce to sell (i.e., online
marketplaces or business networks)?

6. BtoB magazine
6
Summary Value Hierarchy:
Key Drivers to B2B e-Commerce

7. BtoB magazine
7
Most Important Marketing Channels
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
Which are the three most important marketing channels that your organization uses?

8. BtoB magazine
8
Stage of Adoption
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
Which ONE of the following stages best describes where your company was in 2012
with regards to B2B e-commerce?

9. BtoB magazine
9
Marketing Budget Allocated to B2B
e-Commerce
What percentage of your marketing budget* do you allocate to B2B e-commerce?
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
* Budget includes all costs (e.g., salaries, advertising, overhead, etc.),

10. BtoB magazine
10
e-Commerce Percent of Total Sales
What percentage does e-commerce contribute to your organization’s total sales?
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

11. BtoB magazine
11
B2B e-Commerce Channel Growth
What percentage did your B2B e-commerce channel grow in the last year?
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

12. BtoB magazine
12
ROI Metric to Measure B2B e-Commerce
Does your company have an ROI metric to measure the total effect of your B2B
e-commerce?
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

13. BtoB magazine
13
In Addition to ROI, One Most Important Metric
Beyond ROI metrics, which of the following measures is the most important factor to
evaluate e-commerce success?
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

14. BtoB magazine
14
Macro-Conditions Contributing to B2B
e-Commerce
In thinking about changes in technology, the economy, marketing strategy, and the
role of marketing in the organization, which of the following THREE macro-conditions
have contributed the most to your consideration or use of B2B e-commerce?
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

15. BtoB magazine
15
Three Most Important Drivers to B2B
e-Commerce
Again in thinking about the key drivers that have contributed the most to your
consideration or use of B2B e-commerce, which of the following are the THREE most
important drivers?
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

16. BtoB magazine
16
Importance of B2B e-Commerce
In thinking about the importance of each of the following benefits of B2B
e-commerce, please rate each on a scale of 1 to 10 where 1 is “Not Very Important”
and 10 is “Very Important.”
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

17. BtoB magazine
17
Future B2B e-Commerce Solution
Which one solution are you most likely to use in the next 6, 12, or greater than 12
months?
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

18. BtoB magazine
18
Evolution Between CIO and CMO Roles
The following question relates to the evolution of B2B marketing in e-commerce and
business networks. Please rate on a scale of 1 to 10 where 1 is Completely Disagree
and 10 is Completely Agree.
The technological, branding, and customer interaction synergies between IT
and Marketing are natural and inevitable outcomes of B2B e-commerce leading
to greater alliance between the CIO and CMO functions.
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

19. BtoB magazine
19
Timeline for CIO-CMO Evolution
What is the timeline for the evolution of the CIO-CMO role stated above?
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

20. BtoB magazine
20
Most Important Advantage of B2B
e-Commerce to Enterprise
What is the most important impact in your organization driven by B2B e-commerce?
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

21. BtoB magazine
21
Obstacles to B2B e-Commerce
What are the top three obstacles to advancing B2B e-commerce in your company?
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

22. BtoB magazine
22
Best in Class Metrics
Which THREE metrics listed below are the most important to define the best-in-class
in terms of how you use or would use B2B e-commerce business networks as part of
your go-to-market strategy?
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

23. BtoB magazine
23
Appendix

24. BtoB magazine
24
Company Revenue, Industry, Job Title
Company Revenue JobTitle
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013
Industry

25. BtoB magazine
25
Percent Improvement in Metric
In considering that one metric how well does your organization perform in this
dimension? Please rate based on the overall percent improvement in the metric.
This metric has improved by…
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

26. BtoB magazine
26
Most Important B2B e-Commerce Solution
In thinking about your current needs, please select the one most important B2B e-
commerce solution.
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

27. BtoB magazine
27
Most Important Best in Class Metric
Which ONE metric of the three that you selected is the single most important to
define the best-in-class in terms of how you use or would use B2B ecommerce
business networks as part of your go-to-market strategy?
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

28. BtoB magazine
28
Performance on Best in Class Metric
In considering the one metric that you consider to define best in class, how well does
your organization perform in this dimension? Please rate on a scale of 1 to 10 where
1 is Not Very Effective and 10 is Very Effective; if not using B2B e-commerce indicate
N/A--Not Applicable
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

29. BtoB magazine
29
Mix Between CIO and CMO
The ownership of the B2B e-commerce function will likely be shared between the CIO
and CMO suites. Please estimate the extent that this function will be owned by the
CIO and the CMO. Rate on a 1 to 10 scale where 1 is all CIO and 10 is all CMO.
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

30. BtoB magazine
30
Years Using B2B E-Commerce to Sell
N = 222
Source: BtoB magazine: The Emerging Role of E-Commerce in the B2B Customer Journey, June 2013

31. Questions?
31

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