For this webinar, we partnered with Indaba Group to show you why B2B e-commerce companies need a CRM. B2B customers are starting to increasingly act like B2C consumers, with a desire for self-service tools that give them instant access to product information and easy-to-use e-commerce websites for wholesale and manufacturing. In order for distribution businesses to stay competitive in this evolving landscape and meet the demands of their customers, they need to optimize their B2B game plan. During this webinar, Ryan Shields, CEO of Indaba Group, will discuss how B2B is going to overtake B2C, which principles B2B businesses should adopt as they move into an online e-commerce model, and why B2B retailers need a CRM to understand their customers on a deeper level and stay competitive.

1. COLLABORATE. INNOVATE. GROW.
Why B2B Ecommerce Companies need a CRM
Presented by Ryan Shields ~ CEO, Indaba

2. COLLABORATE. INNOVATE. GROW.
Ryan Shields
Ryan Shields and his business partner, Blake Gindi
established Indaba Group five years ago with nothing
but their experience in and passion for the industry. In
just four years, they have grown the company to a 30
person team working with more than 50 clients around
the world.
As CEO, Ryan’s role at the company is to set the vision
for the company, build strategic partnerships and help
his clients grow their business.
CEO

3. ● Strategic ecommerce agency, specializing in enterprise software integration,
ecommerce platform development, creative services and audience
engagement optimization.
● Oro CRM & Commerce Core Partner (B2B)
● Magento Certified Partner (B2C)
● Big Commerce Enterprise Partner (B2C)
● Indaba strives to control, influence and guide the entire spectrum of cloud
commerce transactions around the globe fueled by our motto of Collaborate,
Innovate, Grow.
● Subsidiary of CloudCommerce.com*
*As of October 1 2015

4. Why B2B Companies Need a CRM
● The traditional model of distribution is rapidly changing.
● Today, B2B customers increasingly act like consumers with a
desire for self-service tools that give them instant access to
product information through their mobile devices.
● Many consumers are beginning to buy directly from
wholesalers and manufacturers via ecommerce tools
● Distribution businesses need to evolve in order to adapt

5. 1. Make Ecommerce Your Business Hub

6. COLLABORATE. INNOVATE. GROW.
Make Ecommerce Your Business Hub
● Recognize that B2B buyers are increasingly tech-focused.
● Millennials are moving up into procurement and management roles vacated by
retiring Baby Boomers.
● They’re highly mobile
● They want highly informational, content-rich and fully-functional ecommerce
websites that allow them to complete all their business transactions in one place.

7. COLLABORATE. INNOVATE. GROW.
B2B sales are growing at an annual rate of 19 percent online, compared to 17
percent for retailers. By 2020, according to the research firm Frost & Sullivan, B2B
e-commerce will account for a staggering $12 trillion worldwide. The B2B growth
figures are astounding and yet B2B CMOs are predicting that e-commerce sales
will comprise only 10 percent of their business next year.
The spread of B2C e-commerce has influenced what customers want from an
online B2B store. This means that they expect websites that are well designed, easy
to use, and that help them quickly find what they want. In particular, enhanced
search has become a priority — 76 percent of B2B customers have listed it as one of
their top features.
Good to know...

8. 2. Share Expertise through Engaging Content

9. COLLABORATE. INNOVATE. GROW.
Share Expertise through Engaging Content
● Along with convenience and rich functionality, buyers want information and they
want it available at all times.
● Today’s consumers do a lot of online research and they appreciate credible
content that helps them make decisions.
● Provide this content for them through your ecommerce website and consumers
will be much more likely to purchase from you.
● Rich, online content offers other benefits to your business as well.

10. COLLABORATE. INNOVATE. GROW.
In fact, a whopping 93% of B2B buyers prefer to purchase online with self-
serve information and ordering options from vendors, according to Forrester
Research.
Google stated that a customer needs 10.4 pieces of information before making
a purchase decision on a product.
If you’re producing white papers or e-books, ensure that they’re short and
sweet (that’s five pages or less if you listen to 70% of B2B buyers).
Good to know...

11. COLLABORATE. INNOVATE. GROW.

12. 3. Get a 360-degree view of your customers

13. COLLABORATE. INNOVATE. GROW.
Get a 360-degree view of your customers
● Run your entire business on a single, true cloud platform.
● Rid yourself of multiple, disparate applications and bring all your data into a
single, customizable system, accessible from anywhere.
● Know your operations like never before.
● Gain insight from data gathered across your organization and empower your
employees with the information they need.
● Record every interaction automatically in a single, searchable system – from
marketing to selling to service and support.
● Engage users everywhere with omnichannel commerce.
● Reach your customers online, by phone, over email, in person and more

14. 4. Serve the Supplier as well as the Customer

15. COLLABORATE. INNOVATE. GROW.
Serve the Supplier as well as the Customer
● Distributors must create opportunities and nurture relationships with
their B2B customers and partners.
● Why not offer your suppliers opportunities to communicate with and
connect to your end customers.
● Everything you do should be aimed at making business better for your
suppliers.

16. 5. Instant Updates to Marketing Campaign List
Targeting eCommerce Website Purchases

17. COLLABORATE. INNOVATE. GROW.
Instant Updates to Marketing Campaign List
Targeting eCommerce Website Purchases
● Marketing campaign lists are automatically updated based on your
predetermined rules and the subsequent actions of your customers.
● The web store is connected to the customer account – so customers who
are delinquent or have exceeded their credit limits are flagged in the
web store - preventing their selections in the shopping cart from being
finalized in the checkout process.

18. COLLABORATE. INNOVATE. GROW.
Retargeting has been shown to increase branded search by 1,046% and make
site visitors 70% more likely to convert.
Good to know...

19. 6. Grow your online community cultivate
brand evangelists and improve SEO with
ratings and reviews.

20. COLLABORATE. INNOVATE. GROW.
According to Google, 89% of B2B researchers use the internet during the B2B
research process.
Data suggests that 73% of global traffic to B2B companies originate from
search engines, so it is essential for businesses with online B2B stores to
master search marketing.
Good to know...

21. 7. Optimized Buying & Selling

22. COLLABORATE. INNOVATE. GROW.
Optimized Buying & Selling
● Provide the tools needed for buying efficiency, including routine, repeat and bulk
ordering capabilities.
● Marry the supply side with the buy side through integration with vendors,
distributors, and manufacturing entities, all within the same system.
● Online orders automatically convert to invoices with workflow management of
approval, fulfillment and billing.
● Give customers their own negotiated prices, terms and credit limits.
● Support organizational requirements such as multiple roles, delegated user
administration and organization-specific workflows.
● Provide B2B payment methods such as invoice billing, credit limits and ACH
processing.
● Connect your product catalogs directly to your customers’ e-procurement system
with punch-out capabilities (via third-party connectors).

24. COLLABORATE. INNOVATE. GROW.
According to “ePayments Rising: The 2014 Market Report,” conducted by Ardent
Partners, 71 percent of B2B companies are now fully capable of paying their
suppliers electronically. What’s more, 89 percent expect that they will be issuing
electronic payments to the majority of their suppliers by 2016.
With close to 90 percent of B2B companies anticipating the fall of the paper check
in favor of faster, more advanced online payments, there may soon be over six
trillion dollars being transferred electronically between buyers and suppliers
around the world. Payment service must first address some of today’s most vexing
B2B e-payment challenges: http://www.orocommerce.com/blog/4-online-b2b-payment-challenges-and-few-
possible-solutions/
Good to know...

25. 8. Go Mobile

26. COLLABORATE. INNOVATE. GROW.
8. Go Mobile
● Having a solid B2B mobile strategy is critical to your ongoing commerce success.
● Using responsive design principles, your site automatically adjusts screen sizes
and capabilities to different devices – computers, mobile phones and tablets.
● Better enable field sales teams with the use of mobile devices.
● Create content only one time and have it automatically adapt to the format

27. COLLABORATE. INNOVATE. GROW.

28. COLLABORATE. INNOVATE. GROW.
85 percent of online shoppers start a purchase on one device and finish on another
65 percent of executives are comfortable making a business purchase from a
mobile device,according to research by Panvista Mobile
Companies that have been able to successfully implement the omnichannel in
their B2B practices have seen customer loyalty increase by an impressive 66
percent.
Good to know...

29. 9. Real-time Customer Service

30. COLLABORATE. INNOVATE. GROW.
Real-time Customer Service
● Provide your customers with a password-protected, self-service customer center
to manage all aspects of their business with you.
● They’ll be able to access their order history and details of every sales order, view
order status, track shipments, reorder, and update shipping and payment
information
● Review and approve quotes
● Pay outstanding invoices.
● Request returns and refunds

31. 10. Push the Envelope of New Ideas

32. COLLABORATE. INNOVATE. GROW.
Push the Envelope of New Ideas
● You already have the attention of your customers, but to keep it, you
must constantly experiment to increase customer loyalty.
● So dream big, and be sure you have a platform that can grow and scale
quickly, offering you the chance to implement new solutions as your
business grows.

33. Thank you

34. Oro Inc. is the company behind the Oro Suite of products including OroCRM, OroCommerce and Oro
Platform.
It was founded in 2012 by industry leaders in open-source business application development. Prior to
founding Oro Inc., their founding and senior leadership team all helped lead Magento's success and have
an extensive history in e-commerce technology.
Oro's founding team consists of Yoav Kutner, Co-Founder and former CTO of Magento, Jary Carter,
former VP of Sales and Channel of Magento, and Dima Soroka, former Lead Architect for Magento. Roy
Rubin, Co-Founder and former CEO of Magento, has also joined the Oro team as an advisor.
They are the team that knows commerce and CRM best and are committed and determined to deliver a
B2B e-commerce application that will disrupt the B2B applications space.

35. About OroCRM
OroCRM is the most flexible, open- source CRM application that can be customized to fit YOUR business
needs. It doesn’t matter what systems your company already has in place, where your customers are, or
what products you sell, OroCRM has the flexibility to match your business objectives.
OroCRM offers groundbreaking productivity, account management, sales and marketing tools that fit
the needs of any business, including business to business sales, online retail and multi-channel
operations. With OroCRM, you can easily manage your customers’ data, provide superior customer
experience, increase conversion and grow sales.

36. OroCommerce is an open-source Business to Business Commerce application built with flexibility in
mind. Built on best-of-breed technologies including PHP, Symfony 2, and Oro Platform, OroCommerce
can be customized and extended to fit any B2B commerce needs. It is designed to easily integrate with
existing systems, such as ERP, CRM, order management, and Product Information Management (PIM)
tools to allow for streamlined business operations and a better customer experience. Backed by a global,
vibrant community, OroCommerce accelerates innovation and delivers innovative technology to the
B2B Commerce World.

37. Questions?

38. COLLABORATE. INNOVATE. GROW.
Acknowledgements
● https://www.internetretailer.com/2014/12/08/b2b-e-commerce-tops-list-emerging-industries
● http://ecommerceandb2b.com/b2b-e-commerce-trends-statistics/
● http://ecommerceandb2b.com/b2b-customer-experience-best-practices/
● https://www.forrester.com/Death+Of+A+B2B+Salesman/fulltext/-/E-RES122288
● https://www.thinkwithgoogle.com/collections/zero-moment-truth.html
● http://www2.pardot.com/l/1/2013-09-26/2tjcfk
● http://www.comscore.com/Insights/Press-Releases/2010/9/comScore-Study-with-ValueClick-Media-Shows-Ad-
Retargeting-Generates-Strongest-Lift-Compared-to-Other-Targeting-Strategies
● https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html
● http://ecommerceandb2b.com/b2b-e-commerce-trends-statistics/
● http://ecommerceandb2b.com/b2b-e-commerce-trends-statistics/
● http://www.afponline.org/epayments/
● http://whitepaperworld.com/marketing-white-papers/epayments-rising-the-2014-market-report-on-b2b-payments/
● http://www.pymnts.com/in-depth/2015/ending-the-blame-game-in-b2b-epayments-adoption/
● http://www.orocommerce.com/blog/4-online-b2b-payment-challenges-and-few-possible-solutions/
● http://brandongaille.com/13-b2b-mobile-marketing-statistics-and-trends/
● http://www.getelastic.com/omnichannel-vs-multichannel-and-the-store-of-the-future/
●

39. COLLABORATE. INNOVATE. GROW.
Thank You
b2b@indabagroup.com
+1-720-545-0120