Webinar Slides from 2/4/16 webinar 73% of B2B buyers now research at least half of their purchases online. Increasingly, they buy online as well. But too many of the websites of manufacturers, wholesalers and distributors aren’t in shape to make the most of this big opportunity to grow sales. Today, agility, speed and rich features are what distinguish successful B2B e-commerce sites and empower them to deliver an online experience that mirrors what B2B buyers have come to expect from shopping retail websites. From data management to streamlining key processes to mobile's role, this webinar will cover the tactics and technology online B2B sellers must prioritize to become best-in-class, driving sales and profits. Hear from Aberdeen Group's Omer Minkara, Newegg's Ross Higgins, Four51's Chip House and Internet Retailer's Don Davis as we explore exactly what must be done to ensure your site is ready for 2016 and beyond. Questions? Email marketing@four51.com

1. 1
5 STEPS TO E-COMMERCE FITNESS
B2B Health Check:
Sponsored by
DON DAVIS
MODERATOR
Editor in Chief
Internet Retailer
ROSS HIGGINS
Director of Global
User Experience
& Design
Newegg
OMER MINKARA
Research Director,
Contact Center &
Customer
Experience
Management
Aberdeen Group
CHIP HOUSE
CMO
Four51
SPONSORED
BY

2. 2
TODAY’S AGENDA
I. Introductions
II. 5 Steps to e-Commerce Fitness
III. Newegg Case Study
IV. Four51 Overview
V. Questions

3. 3
BENEFITS OF BEING A HEALTHY B2B
COMMERCE FIRM
Improvement in annual
company revenue
Improvement in customer
satisfaction rate
Improvement in on-time order
fulfillment rate
+32.4%
+26.1%
+12.4%

4. 4
TODAY’S DRILL:
-Adapt to the Era of the Empowered Buyer
-Give the Power to your Customers
-Stay agile
-Minimize Costs Through Making Smarter Technology Decisions
-Build a Strategy that Scales

5. 5
UNDERSTANDING WHAT IT TAKES TO
ACHIEVE SUCCESS
What you need to do to
become Best-in-Class:
 What processes you should have
in place
 What you need to measure
 Organizational changes you
might want to make
 Data / Knowledge management
considerations
 Technologies you should
evaluate
Best-in-Class
Industry
Average
Laggard
P A C E

6. 6
Remember to Stretch/Stay Flexible
1. Adapt to the Era of the Empowered
Buyer

7. 7
CUSTOMER EXPERIENCE IS AT THE TOP OF
THE B2B COMMERCE EXECUTIVE’S AGENDA
Top Challenges (n=163)
B2B Commerce
Organizations
B2C Commerce
Organizations
Customers are increasingly using digital
channels to shop; we need to be there
54% 65%
Need to reach to a wider shopper base to
sell our products
46% 46%
Need to differentiate ourselves from
competitors through delivering dynamic
and transformative digital shopper
experiences
37% 36%
Need to better respond to empowered
customer requests to shop anytime and
anywhere seamlessly across multiple
channels
36% 27%

8. 8
IF YOU’RE NOT
MOBILE YOU’RE
NOT READY TO
COMPETE IN THE
MODERN B2B
MARKET
27%
25%
40%
42%
50%
55%
55%
71%
83%
86%
11%
27%
24%
33%
33%
33%
33%
20%
13%
11%
0% 20% 40% 60% 80% 100%
InteractiveVoiceResponse(IVR)
Integrated point-of-sale(POS)
Mobile- text messages
Livechat
Onlinecustomer communities
Onlinevideo
Mobilewebsite
Social media
Email
Web
Percent of respondents,n=163
Currently Use
Planningto Use
Source: Aberdeen Group, December 2014Percent of respondents, n=163

9. 9
Millennials
now make up your largest group of
B2B customers
Source: The Economist, 2015

10. 10

11. 11
85%
Of B2B Customers
Want online
eCommerce to be
optimized for
mobile
Source: The Case For Channel-Shifting Offline Customers Online, Forrester Research, Inc., June 24, 2015

12. • YES
• NO
POLL #1:
IS YOUR E-COMMERCE SITE OPTIMIZED FOR MOBILE
USERS (SMARTPHONES & TABLETS)?

13. 13
2. Stay agile
Address the Need for Speed

14. 14
B2B COMMERCE IS DIFFERENT
AND MORE COMPLEX THAN B2C
Top Strategies (n=163)
B2B Commerce
Organizations
B2C Commerce
Organizations
Streamline commerce workflows, manual
sales processes, and order errors
37% 8%
Improve visibility on customer interaction
results by being able to buyer behavior
with specific business activities (e.g.
marketing programs)
34% 35%
Support shopper buying habits / behavior
by providing them the flexibility to do
business through devices and channels of
their choice
19% 32%

15. 15
Best-in-Class All
Others
WHO ARE THE BEST-IN-
CLASS?
80% 55%Customer retention
rate
Year-over-year change in
annual company
revenue
32.4% 1.9%

16. 16
Best-in-Class All
Others
WHO ARE THE BEST-IN-
CLASS? (CONT.D)
26.1% -1.3%
Year-over-year
improvement in
customer satisfaction
rate
Year-over-year
improvement in on-time
order fulfillment
12.4% -2.6%

17. 17
CHALLENGES VARY BASED ON
MATURITY
Percent of Respondents (n=215) Best-in-Class All Others
Struggle in implementing new
technologies and channels
58% 40%
Lack of integration between enterprise
systems used for consumer interactions
38% 51%
Shopper trends and wants not known /
recognized
19% 31%
VisibilityExecutionvs.

18. 18
B2B IS COMPLEX

19. 19
INTEGRATE. EMPOWER SALES &
CS.

20. 20
Listen to your body
3. Give the Power to your Customers

21. 21
EMPOWERING YOUR CUSTOMERS HELPS DRIVE
BETTER RESULTS FOR YOUR BUSINESS
20.1%
15.6%
8.3%
7.6%
-2.9%
7.3%
-1.4%
-5.5%-8%
-4%
0%
4%
8%
12%
16%
20%
24%
Visitor-to-buyer
conversion rates
Improvement in time-
to-market
Improvement in
shoppingcart
abandonment rate
Visitor engagement
rate
Year-over-yearpercentchange
n=163
Best in Class All Others
Source: Aberdeen Group, January 2015

22. 22
KNOW YOUR CUSTOMERS
61%
56%
50%
47%
35%
30%
38%
34%
20%
30%
40%
50%
60%
70%
Segmentation of customer
baseto deliver
personalized content
Automated alertsto
providecustomerswith
noticesabout product
availability or discounts
Ability to deliver
consistent messagesto
each customer across
multiplechannels
Ability to customize
languageand currency
preferencesbased on
customer selectionsor
historical visitation data
Percent of respondents,n=163
Best in Class All Others
Source: Aberdeen Group, January 2015

23. 23
PERSONALIZE FOR GROUP, USER OR ROLE.

24. 24
Make Technology Your Friend
4.Minimize Costs Through Making Smarter
Technology Decisions

25. 25
ADOPT SMART ACTIVITIES THAT WILL HELP
REDUCE COSTS & CREATE HAPPY CUSTOMERS
78%
56%
53%
50%
45%
27% 25%
34%
10%
20%
30%
40%
50%
60%
70%
80%
Customersare
provided with relevant
content based on
search results
Ability to sell under
multiplebrandsby
usinga singlee-
commerceplatform
Ability to deliver
device-optimized
digital purchase
experiences
Marketingcampaign
and content are
integrated with web
storecontent
Percent of respondents,n=163
Best in Class All Others
Source: Aberdeen Group, January 2015

26. 26
WHY ARE COMPANIES INVESTING IN
CLOUD TECHNOLOGY?
30%
39%
44%
49%
0% 10% 20% 30% 40% 50%
Adopt a flexiblefinancial structureby converting
fixed costs into variablecosts
Provideemployeeswith access to better
applicationsthat wecan't afford in-house
Reduce operational expenses
Reduce reliance to ITteam and usepreviously
allocated IT-resources within innovative
projects
Percent of respondents, n=163
Cloud Technology Users
Source: Aberdeen Group, November 2015

27. 27
KEY TECHNOLOGY
ENABLERS
Technology Adoption (n=163) Best-in-Class All Others
Social media marketing 92% 64%
CRM 78% 73%
SEO 72% 58%
Order management 72% 61%
Business intelligence 67% 53%
Tailored reporting tools 67% 46%
Real-time analytics 65% 33%
Product content management 61% 26%

28. 28
COST BENEFITS OF THE CLOUD
Source: NTT Communications

29. 29
“No manufacturer today has the time or
budget to be in the IT infrastructure or
software business.”
- Forbes, 2015

30. 30Source:
2015:
14,135
2005:
<10
Web API Growth 2005 -
2015
2010:
2,418

31. 31
5. Build a Strategy that Scales
Planning for Increased Gains

32. 32
HOW TO BUILD YOUR REGIMEN
FOR SUCCESS
• Use historical performance data to predict future
performance
• Capture competitive intelligence to identify if your peers are
building new capabilities to gain a competitive edge
• Don’t ignore your front-line employees. Regularly capture
their feedback to remain up-to-date on changes in the
marketplace
• Build a customer advocacy program where you regularly
interact with certain buyers to identify what you should do to
address their evolving needs

33. 33
KEY TECHNOLOGY
ENABLERS
Technology Adoption (n=163) Best-in-Class All Others
Social media marketing 92% 64%
CRM 78% 73%
SEO 72% 58%
Order management 72% 61%
Business intelligence 67% 53%
Tailored reporting tools 67% 46%
Real-time analytics 65% 33%
Product content management 61% 26%

34. POLL #2:
WHICH OF THESE INTERNAL SYSTEMS IS THE MOST
IMPORTANT INTEGRATION POINT WITH E-COMMERCE?
• ERP (Enterprise Resource Planning)
• CRM (Customer Relationship Management)
• Analytics
• CMS (Content Management System)
• Other

35. 35
KEY LEARNINGS
• Adapt to the Era of the Empowered Buyer
• Stay agile
• Give the Power to your Customers
• Minimize Costs Through Making Smarter Technology
Decisions
• Build a Strategy that Scales

36. ROSS HIGGINS
Director of Global User Experience and Design
Agenda
• About Newegg
• Newegg and B2B
• Defining and implementing an
Amazon-like experience
• How listening to customers drives
the business

37. • Newegg launched in 2001
• Web only
• 2.7 Billion
• Newegg holds the No. 17 spot in the Internet Retailer
2015 Top 500 Guide.
About Newegg

38. • Newegg Business online since 2009
• Sells computer hardware, computer peripherals, PCs &
laptops, networking, data storage, servers and
workstations, office solutions, etc.
Newegg and B2B

39. Defining The Amazon-like Experience
• Easy search
• Customer reviews
• Up front pricing

40. The Amazon-like Experience
• Easy search

41. The Amazon-like Experience
• Customer reviews

42. The Amazon-like Experience
• Up front pricing

43. • Loyalty/Rewards Program
The Art of Listening to Your Customers

44. The Art of Listening to Your Customers
• Surveys

45. • More customer-facing support for high value
customers
The Art of Listening to Your Customers

46. ROSS HIGGINS
Director of Global User Experience and Design
Thanks!
PROMO CODE

47. CHIP HOUSE
Chief Marketing Officer
Four51

48. 48
TOP MANUFACTURER CHANNELS IN 2020?
Source: Four51, Manufacturing 2020 Survey. N=200 U.S. Manufacturers

49. 49
CAN YOU GET ALL THREE?

50. 50
ENABLING OMNI-CHANNEL BUYING EXPERIENCES

51. 51

52. GET A PERSONALIZED DEMO FOR YOUR BUSINESS