We knew it was coming and it’s finally here! Mobile has surpassed desktop browsing. Many of you may be reading this on your smartphones right now. If you are reading this, no matter your device of choice, get ready to learn about what Google and Penguin have to do with one another, that implementing a B2B eCommerce strategy doesn’t mean the end for your sales team, and that the best way to market to your B2B clients is by getting personal. Since Microsoft also released a portion of Dynamics 365 this week, a few things should be clarified for those currently using Dynamics AX. Grab a tall glass of water and a seat so you’ll be hydrated and comfortable as you read through this week’s collection of articles.
An important shift in how we browse the Internet has occurred; more users around the globe are now accessing it from a mobile device, rather than from a desktop. With the scales now tipped in favor of handheld devices, it is more important than even for businesses to focus on a mobile-first approach. Three-quarters of users in India are now accessing the web using mobile. In the west, the tendency is still leaning towards desktops at the moment, but mobile doesn’t have far to go to catch up and the gap continues to close.
Google does its best to make sure that when we do a search, we aren’t bombarded with spam. To accomplish this, they created Penguin; an initiative to reduce spam-filled sites in its search results. After this last release, Penguin will sadly be no more as Google will be shifting its strategy to constantly running updates. This will also benefit sites that may have been penalized in the past; rather than waiting months to be re-evaluated, they can regain their rankings after they have corrected the issues on their website.
Many B2B organizations have yet to implement an eCommerce channel. Sometimes companies hesitate to embrace eCommerce because they feel it would compete with their sales personnel, who more often than not have contributed greatly to their organization’s success. B2B buyers prefer shopping and ordering online more than ever before. With the advent of sites like Amazon Business and other B2B eCommerce portals, manufacturers and distributors are being forced to adapt. Contrary to popular belief, businesses don’t have to choose between eCommerce or their sales team. Read on to find out how you can implement an eCommerce strategy while still maintaining your sales force.
Marketing loves to throw around jargon and buzzwords and here is another one for the books: Account-Based Marketing (ABM). If you run a B2B business, this particular brand of marketing is going to be of great interest to you, as it is one of the most effective ways to generate a higher ROI at a lower cost. This approach is more personalized, taps into your already existing customer base, and helps promote loyalty. By focusing on your existing clients and biggest opportunities through tactics like awareness campaigns, eventually, those clients will advocate for your brand.
Cracking the code of the B2B buyer is not always easy. Optimizing conversion rates in a B2B setting requires a slightly different approach than what would traditionally work in a retail setting. In a B2B setting, customers decide differently than their B2C counterparts. The sales cycle isn’t as short, multiple people are often involved, and prices aren’t nearly as low. Because of this longer sales cycle, when capturing leads, potential buyers may be at a different stage in the sales cycle. Building personas, optimizing your content and CTAs, and progressively increasing the amount of information you capture will help you generate higher quality leads and this can help your conversion rates.
Last month at Summit, Microsoft announced that they were shaking up their Dynamics suite of products with the rollout of Dynamics 365. This week they released a portion of it, and many people are trying to wrap their heads around all the information that has come their way. For those who are currently using Dynamics AX, it can be a little overwhelming. If you currently use an on-premise solution, depending on your version, Microsoft will continue to support Dynamics AX 2012 R1 and R2 until 2018, and R3 until 2021. For those of you who are planning on moving to the cloud, you will be transitioned to Dynamics 365 Plan 2. This version includes operations and intelligent business applications such as Sales, Service, and PowerApps.
We really hope that you enjoyed this week’s eCommerce RoundUp. Check back every week for a new set of articles.