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3. KPIs in B2B digital commerce 5. Marketplaces and opportunities for the B2B market
Do you know what to measure in your organisation? A daily Innovations and technical developments follow each other in
dashboard can help you to measure defined KPIs in B2B digital rapid succession and marketplaces such as Amazon are becom-
commerce. Six KPIs definitely belong to a daily dashboard. ing more essential for shoppers than they have ever been before.
• Customer satisfaction (e.g., by measuring the Net Promoter
Score) As a B2B player, it is important to keep a close eye on the devel-
• Order frequency and share of wallet (loyalty) opments on these platforms. There are opportunities to seize.
• Conversion rate • Benefit from economies of scale, distribution networks and
• E-commerce platform performance reach.
• Sales per channel • Manufacturers need little marketing knowledge to offer prod-
• Customer lifetime value (new vs existing vs departing customers) ucts on marketplaces.
• Use a marketplace or set one up for your customers yourself.
4. How to align your online and offline B2B salesforce • Take a different role than you had before; the market is chang-
With the rise of B2B e-commerce, adapting the sales force to ing. Where do you see yourself in B2C or D2C?
online processes often proves a tough challenge. How do you • Use the market to focus on the longtail market.
motivate your sales force to embrace and stimulate the possibili-
ties of digital commerce?
• Focus on the ease of selling and buying online. By explor-
ing e-commerce possibilities together with the customers, Intershop, a leading provider of innovative omnichannel commerce solutions
they get to know your system and find it easy to get to the for B2C and B2B companies, and Evident, a service provider helping B2B
desired articles. At the same time, their account manager can companies grow in the ever-changing digital world. Organise sessions for
work more efficiently. If you raise your customers well, they B2B experts to discuss the most important findings, learnings, tips and tricks
become much more self-helpful — for example, by pointing that B2B professionals have experienced by executing their daily jobs. Many
them to a FAQ page or instruction videos that your team B2B organisations face the same types of challenges and are able to support
created. each other considerably. Are you interested in joining one of these sessions?
• Involve sales in customer panels. This way, salespeople can ex- Visit the B2B digital commerce group on LinkedIn: https://www.linkedin.com/
perience first-hand impressions and see how positive custom- groups/13529264/
ers can react to the online ordering environment. This results
in a lot of understanding and enthusiasm.
• Act as a team. In the past, e-commerce and sales teams were
often separated. Fortunately, for most companies, times
have changed. Celebrate successes and learn from mistakes
together. This helps to innovate online business.
• Invest in ERP connectors to your customers. Lots of your cus-
tomers these days will work digitally. By investing in an ERP
connector, your customers can automatically place orders and
make payments. This decreases administration costs while the
ROI is typically very high.

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