Podcasts about ecommerce b2b

¿Cómo está evolucionando el eCommerce B2B y cuáles son las claves para su éxito? En este episodio de El Futuro del eCommerce B2B, hablamos con José Gascón, Director Comercial de Trilogi, sobre la trayectoria de la consultora, el crecimiento del comercio electrónico B2B y las tecnologías que están marcando la diferencia en el sector.

Presentación de la segunda edición de este estudio sobre ecommerce B2B para conocer el estado actual de estos negocios y las tendencias y retos a los que se enfrentarán.Participan Alejandro Ramos (CEO de Ágora Digital), Jaime Moro (CEO de Tiralíneas) y Corti (Product Hackers).Puedes descargarte el estudio completo en https://agora-digital.es/estudio-ecommerce-b2b/

En este episodio de eCommerce B2B que grabamos en el Foro ICEX y presentado por Alejandro Ramos (Ágora Digital) y Corti (Product Hackers), hablamos con Gorka Urbieta, CEO de ARREGUI, un eCommerce que vende artículos de seguridad y buzones internacionalmente, acompañados por Jorge González (Prestashop).Con Gorka, exploramos las claves detrás de su crecimiento a nivel internacional, la estrategia de pricing en todos los países, su Go-to-Market y cómo se apoyan de profesionales para dar buen servicio con los productos que venden.ECommerce B2B es una sección especial en la que Alejandro Ramos (Ágora Digital) y Corti (Product Hackers) hablan de todos los entresijos de este nicho.

Ospiti: Carmela Scaffidi di Fater Group, Andrea Sinopoli di Oracle, Geoffrey Perez di Snap Inc., Michela Rubegni di Alibaba.com e Ciro Borrelli - BandoSubito Contattami: https://forms.gle/jtcv577NAd6gLWbi8

Il mio speech a Customer Engagement Summit 2024 | CRM & eCommerce B2B, in cui parlo di come il software deve essere scelto non a partire dalle feature, ma dalla strategia e dagli obiettivo, e in cui do un po' di consigli pratici su come integrare la AI. Grazie a Impresoft Engage per aver concesso la ripubblicazione qui. --- Send in a voice message: https://podcasters.spotify.com/pod/show/gluca/message

Alex Weston leads the commercial strategy for SparkLayer B2B, a fast growing eCommerce B2B offering, which helps you to manage and grow your wholesale customer base. In this episode, we discuss: How to build a successful B2B eCommerce strategy Understanding the needs of B2B customers Tailoring the experience The long-term benefits of B2B eCommerce Dive in: [04:51] B2B offers scalable, economical way to expand. [08:26] Selling to businesses requires different strategy. [09:45] Merchants must plan and market for success. [14:16] Biggest used features of the SparkLayer system. [17:06] 50-50 split between experienced and new B2B merchants. [20:34] Insider Tips from Alex! Find the notes here: https://keepopt.com/206 Download Shopify's new industry report >> https://keepopt.com/shopify****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

En este episodio de eCommerce B2B presentado por Alejandro Ramos (Ágora Digital) y Corti (Product Hackers), hablamos con Domingo Gutiérrez, director de marketing estratégico y negocio omnicanal en Emuca, un fabricante y comercializador de productos de ferretería, carpintería y bricolaje.Con Domingo, exploramos la omnicanalidad en un negocio que factura 80M, el papel de las Insight Sales, la fidelización en B2B, el Marketing Automation, los canales de adquisición de Emuca y cómo cambia el enfoque de B2B a B2C.ECommerce B2B es una sección especial en la que Alejandro Ramos (Ágora Digital) y Corti (Product Hackers) hablan de todos los entresijos de este nicho.NOSOTROS

Crea tu tienda online sin complicaciones para empresas de todos los tamaños con nuestro patrocinador Bigcommerce. https://www.bigcommerce.es/ Muchos de los protagonistas del ecommerce que han venido al podcast a contar su conocimiento en tiendas online corresponden al sector B2C, pero sin embargo es el mercado B2B la vertical más importante en cuanto a facturación en el comercio electrónico. Una vertical que cuenta con tácticas diferentes si la comparamos con la venta al consumidor final, y para desentrañar las particularidades del Ecommerce B2B contamos hoy con Alberto Guede, Ecommerce Manager de uno de los mayoristas en electrónica más importante: DMI Computer. Con Alberto hablamos de las diferencias entre el Ecommerce B2B y el B2C, de almacenes robotizados y automatizados para suplir pedidos con decenas y cientos de líneas, de dropshipping para tiendas minoristas, de personalizar al máximo la experiencia y centrarse en fidelizar clientes, no en crecer, por política de compañía. Una charla donde recorremos las operativas en una compañía que ha multiplicado su número de referencias por 7 en sólo 3 años. Newsletter: https://ecosistemaecommerce.com/newsletter/ Web: https://ecosistemaecommerce.com/ Linkedin: https://www.linkedin.com/in/javierlopezrod/ Facebook: https://www.facebook.com/people/Ecosistema-Ecommerce/61550625909016/ Twitter: https://twitter.com/ecosistemaecomm Tik Tok: https://www.tiktok.com/@ecosistemaecommerce Instagram: https://www.instagram.com/ecosistemaecommerce/ Youtube: https://www.youtube.com/channel/UCE2zroaDzTVZRwNOh5Ma9cg

Bienvenidas y bienvenidos al episodio 205 de Planeta M by DonDominio. Hoy haremos tertulia para hablar sobre las diferentes estrategias entre ecommerces B2B y B2C Para hablar de este tema tan apasionante hemos traído a 2 invitados de lujo: Víctor García Parra es Head of Marketing en Grupo Todoluminosos y tiene más de 8 años de experiencia en el sector. Ha sido profesor en IEBS y en Tekdi y es speaker en eventos referentes del sector. Su perfil en twitter es @victorgp94. Julián Romero lleva en el mundo del marketing digital desde 2018 y como Media Buyer desde 2020. Escala ecommerce con publicidad omnicanal en 6-9 meses. Lo podéis encontrar en julianromero.es. Mario Del Pozo trabaja en el departamento de Marketing de DonDominio en la gestión de colaboraciones y social media, además de moderar el podcast de Planeta M. Podéis ver las novedades de DonDominio en nuestras redes sociales con el usuario @dondominio y sobre el podcast en @PlanetaM7. No dudes en enviarnos vuestras dudas sobre las estrategias de marketing que seguís en vuestro negocio o si simplemente queréis oír hablar en este podcast sobre otro tema en concreto. Hazlos no saber en nuestras redes sociales etiquetando nos y lo comentaremos en próximos episodios.

Crea tu tienda online sin complicaciones para empresas de todos los tamaños con nuestro patrocinador Bigcommerce. https://www.bigcommerce.es/ Muchos de los protagonistas que han pasado por el podcast de Ecosistema Ecommerce han hablado sobre la parte estratégica o tácticas que utilizan para hacer desarrollar sus proyectos de Ecommerce. Este episodio lo vamos a centrar en la otra parte que es clave para ampliar los límites de acción de toda tienda online: la plataforma y su base tecnológica. Para ello contamos hoy con Gonzalo de Caralt, responsable para España y Portugal de la plataforma BigCommerce que lleva ya dos años en España y creciendo muchísimo como primera opción para empresas de todos los tamaños, ya sea para crear o migrar su ecosistema de venta online. En este episodio hablamos sobre las diferencias entre las plataformas Open Source y los modelos Saas, y cómo el concepto Headless va a ser una tendencia creciente que permite aprovecharse de las bondades de los dos mundos. Además, hablamos de cómo poder manejar multitud de tiendas online en diferentes mercados desde una única interfaz, la demanda de la sencillez para gestionar la tecnología y con espacio también para el Ecommerce B2B. Newsletter: https://ecosistemaecommerce.com/newsletter/ Web: https://ecosistemaecommerce.com/ Linkedin: https://www.linkedin.com/in/javierlopezrod/ Facebook: https://www.facebook.com/people/Ecosistema-Ecommerce/61550625909016/ Twitter: https://twitter.com/ecosistemaecomm Tik Tok: https://www.tiktok.com/@ecosistemaecommerce Instagram: https://www.instagram.com/ecosistemaecommerce/ Youtube: https://www.youtube.com/channel/UCE2zroaDzTVZRwNOh5Ma9cg

La ventas en Ecommerce B2B superan los USD $7 trillones a nivel mundial. Eso es más del doble del tamaño del ecommerce B2C, y se espera que esa cifra crezca un 18% anualmente hasta 2030. Para 2025, se espera que el 80% de todas las ventas B2B se realicen en línea.En este episodio de Ecommerce con Shopify, Obeth Seguinot conversa con Lori Egozcue, una experta en el sector de ecommerce B2B con una vasta trayectoria en Stanley Black & Decker. La discusión profundiza en la importancia del comercio electrónico B2B, especialmente en contextos insulares como el Caribe, donde la logística de importación y distribución define el mercado. Lori comparte su experiencia desde los inicios en Black & Decker, su evolución a través de la fusión con Stanley, y cómo la digitalización ha sido fundamental en transformar las operaciones y estrategias de venta. Destacan los retos como el cambio organizacional y la adopción tecnológica, y cómo el ecommerce B2B ofrece personalización y eficiencia para satisfacer las demandas de los clientes en cualquier momento.Lori anticipa una creciente transacción digital y una evolución en el rol de los vendedores hacia consultores estratégicos, subrayando la necesidad de un enfoque “digital-first” y la utilización de datos para optimizar la experiencia del cliente y mejorar las operaciones. Además, invita a los oyentes a la Ecommerce Growth Caribbean Conference, donde compartirá sus conocimientos y experiencias para inspirar y guiar a las empresas en su transformación digital. Este episodio no solo destaca la trayectoria y perspectivas de Lori en el ecommerce B2B, sino que también sirve como preámbulo a su participación en la conferencia, abriendo camino para una discusión más profunda sobre las oportunidades de digitalización en el Caribe.Conectate con Lori Egozcue en LinkedInConoce más sobre el Ecommerce Growth Caribbean Conference

En este episodio de eCommerce B2B presentado por Alejandro Ramos (Ágora Digital) y Corti (Product Hackers), hablamos con Joshua Ivars, Founder de La Tienda del Apicultor, un eCommerce que vende todo lo que puede necesitar un apicultor.

En este episodio de eCommerce B2B presentado por Alejandro Ramos (Ágora Digital) y Corti (Product Hackers), hablamos con Marina Moya, CEO de Bolsalea, una empresa española que crea packaging ético y sostenible.

En este episodio de eCommerce B2B presentado por Alejandro Ramos (Ágora Digital) y Corti (Product Hackers), hablamos con David Ayala, de SEO Rosa y organizador de Andorra Masters.Con David hablamos de cómo podemos adaptar el SEO al eCommerce B2B, la estrategia general que tenemos que aplicar, las diferencias entre un proyecto B2B y B2C, el interés de la internacionalización, cómo tratar los productos y cómo podemos aplicar la IA.

Vinzi B2B sau la cantitate si vrei sa faci lucrurile mai usor pentru afacerea ta? Descopera cum folosesti aplicatia Ofertare din Gomag pentru a vinde eficient. Hai sa tinem legatura: Academia Gomag: https://academia.gomag.ro/  Blog: https://www.gomag.ro/blog/  Comunitatea Gomag: https://www.facebook.com/groups/gomagro/  Instagram: https://www.instagram.com/gomag.ro/  TikTok: https://www.tiktok.com/@gomag.ro 1. Cum te ajuta aplicatia Ofertare:  - Simplifica procesul de ofertare pentru magazinele B2B, facilitand crearea de oferte personalizate si bine structurate. - Creste viteza de rotatie a stocurilor, ajutand la gestionarea stocurilor mari cu usurinta. - Te diferentiaza de concurenta, permitand crearea usoara de oferte personalizate cu logo, date si specificatii ale produselor. - Imbunatateste experienta clientului, asigurand un raspuns rapid la cererile de oferte. 2. Pentru cine e aplicatia Ofertare din Gomag: - Magazine B2B care vand catre clienti finali, revanzatori, sau institutii. - Magazine ce necesita oferte speciale pentru anumite tipuri de audienta, cum ar fi cofetarii, florarii, produse pentru HoReCa, echipament IT, auto&moto, casa si gradina, materiale de constructii etc.

Estoy convencido de que la siguiente gran oleada del eCommerce es la del B2B. Aunque en el consumidor final aún hay mucho mercado que capturar, el B2B está casi todo por explorar. Aún hay muchos negocios que viven convencidos en el “esto no va conmigo”, por eso me gusta mucho traer ejemplos de proyectos que rompen esta norma. Pasó en el programa 255, cuando analizamos el caso de Cosentino y me atrevo a decir que este es otro ejemplo de su nivel.  Emuca está especializado en herrajes para muebles. Simplificando mucho, las piezas de metal que permiten que se cierren las puertas o desplacen los cajones. Difícil imaginar algo más B2B. Pues han logrado mover el 70% de su facturación a canales online. Lo han hecho digitalizando la experiencia de compra de sus clientes tradicionales y también abriendo nuevas líneas de negocio como vendor en Amazon u otros marketplaces especializados, donde les sirve por cierto para aplicar “la estrategia de Papá Noel”, de entrar en grandes superficies “por la chimenea” de su versión digital. Vamos a verlo con Domingo Gutiérrez, Head of Marketing, Ecommerce & Retail de Emuca. Enlaces de interés: [Beloved sponsor] Forma a tus equipos digitales con la Marketing4eCommerce Academy: https://academy.marketing4ecommerce.net  Web de Emuca: https://www.emucaonline.com/es  Programa 255 sobre Cosentino: https://marketing4ecommerce.net/un-ecommerce-b2b-de-mas-de-1-200-millones-de-euros-de-facturacion-con-paco-martinez-cosentino/

En este episodio de eCommerce B2B presentado por Alejandro Ramos (Ágora Digital) y Corti (Product Hackers), hablamos con Djuniet Astigarraga, responsable del eCommerce de Astigarraga Kit Line, una empresa española que vende muebles ecológicos de madera natural a nivel internacional.Con Djuniet, hablamos de cómo se fabrican sus productos, el precio de los árboles como materia prima, los números de la empresa, el stack detrás del eCommerce, los canales de adquisición y retos futuros.ECommerce B2B es una sección especial en la que Alejandro Ramos (Ágora Digital) y Corti (Product Hackers) hablan de todos los entresijos de este nicho.NOSOTROS

Mucho ruido e información en la actualidad de mundo ecommerce acaecida en los últimos días y en este repaso de la actualidad destacamos el informe sobre el estado del Ecommerce B2B que fue presentado por Prestashop y por Product Hackers. Seguimos hablando de las últimas novedades que se han incorporado en Meta, sobre todo en Instagram, respecto a nuevas funcionalidades impulsadas por Inteligencia Artificial. También ha sido noticia las devoluciones de H&M, nuevas subvenciones en Murcia y más noticias relacionadas con el sector del Ecommerce. Newsletter: https://ecosistemaecommerce.com/newsletter/ Web: https://ecosistemaecommerce.com/ Linkedin: https://www.linkedin.com/in/javierlopezrod/ Facebook: https://www.facebook.com/people/Ecosistema-Ecommerce/61550625909016/ Twitter: https://twitter.com/ecosistemaecomm Tik Tok: https://www.tiktok.com/@ecosistemaecommerce Instagram: https://www.instagram.com/ecosistemaecommerce/ Youtube: https://www.youtube.com/channel/UCE2zroaDzTVZRwNOh5Ma9cg

Seguramente conoces Cosentino, marca de superficies para arquitectura, de encimeras de cocina originalmente que ahora hace también otros materiales para otro tipo de encimeras de cualquier parte de una vivienda. Pero estoy seguro que no dimensionas el ANIMAL digital que tenemos enfrente. Vamos a hablar con Paco Martínez-Cosentino,director global de negocio digital de Cosentino, para ver cómo han llegado a vender nada menos que 1.200 millones de euros al año a través de su web, siendo un negocio eminentemente B2B. El 85% de su negocio se vehicula actualmente ya a través de digital. Vamos a ver cómo han logrado el gran reto de los ecommerce B2B, la aceptación de su canal, no solo con una buena web sino con un potente esfuerzo por aportar valor añadido con ella.  Enlaces de interés: [Beloved sponsor] Aumenta tus ventas con el buscador avanzado Doofinder: https://bit.ly/doofinder-m4c  Reserva tu plaza en el Certificado de Ecommerce Specialist de M4C Academy (10% OFF con código PODCAST): https://academy.marketing4ecommerce.net/programa-de-certificacion-ecommerce-specialist Acompáñanos en el NEXT Conversion el 1 de junio en Barcelona: https://marketing4ecommerce.net/next/ 

Si hace poco tenía una entrevista con Manuel Más de mundoalfombra y hablamos del ecommerce B2C, hoy tengo a David de Mister Sonder, para profundizar en el ecommerce B2B, y no te imaginas la de contenido que suelta este crack de Don Benito.Y aunque no tiene una newsletter donde escribe a diario (y debería) tienes que escuchar esta entrevista... Y hablando de email diario, si quieres leer acerca de curiosidades del marketing, las ventas, el copywriting, y algunas historias como cuando fui a un balneario con la mafia húngara, apúntate a mi niusletter...En quijotecopywriting.com donde te haré pensar y entretener a partes iguales...Además, te llevas un curso de email marketing gratis.Suscríbete en quijotecopywriting.com Esto es……: Un café con Quijote.

En la entrevista de hoy conoceremos la historia de Néstor Murillo, un emprendedor que hace 25 años decidió crear un proyecto B2B que vendía productos de enmarcación y molduras para profesionales, así como otros productos para el especialista de diseño gráfico. Conoceremos como fue creado el proyecto, cómo ha ido evolucionando y cómo fue la contratación de los primeros empleados. Durante esta charla veremos cuáles son los canales de marketing que mejor le funciona para captar usuarios y cuáles son las diferentes estrategias que trabaja en el ecommerce B2B a diferencia del B2C. Y sabremos cómo es la elección de productos para el catálogo, donde todo empieza por un Keyword Research, entre otras herramientas que le funcionan en el día a día. Una entrevista muy interesante con un ecommerce que ya ha superado el millón de euros en facturación. Newsletter: https://ecosistemaecommerce.com/newsletter/ Web: https://ecosistemaecommerce.com/ Linkedin: https://www.linkedin.com/in/javierlopezrod/ Facebook: https://www.facebook.com/ecosistemaecommerce Twitter: https://twitter.com/ecosistemaecomm Youtube: https://www.youtube.com/channel/UCE2zroaDzTVZRwNOh5Ma9cg

Hoy vamos a poner encima de la mesa las noticias que más ruido han tenido esta semana en el mundo ecommerce y hay que estar atento porque esta semana ha habido un boom de noticias muy importantes que no te puedes perder. Empezamos hablando sobre el lanzamiento de Chat GPT 4, la nueva versión de la IA que va a ser multimodal y en nada va a estar a disposición de los usuarios. También hablamos de la noticia mundial que es la quiebra del Silicon Valley Bank, el banco de las startups y que era la decimosexta entidad bancaria más importante de Estados Unidos. Por otro lado, hacemos referencia a dos nuevos ecommerce que se han creado en estos días. Por un lado, Vodafone de la mano de Mirakl anuncia que lanzará su Marketplace antes de verano y que Heineken va a lanzar su nuevo Ecommerce B2B. También hablaremos de algunas adquisiciones que ha habido en el sector ecommerce y echaremos un vistazo a Showroomprivee y Zalando, que han presentado cuentas esta semana. Newsletter: https://ecosistemaecommerce.com/newsletter/ Web: https://ecosistemaecommerce.com/ Linkedin: https://www.linkedin.com/in/javierlopezrod/ Facebook: https://www.facebook.com/ecosistemaecommerce Twitter: https://twitter.com/ecosistemaecomm Youtube: https://www.youtube.com/channel/UCE2zroaDzTVZRwNOh5Ma9cg

En el episodio de hoy vemos un concepto estratégico muy importante en toda gestión del Go to Market de tu ecommerce, que es precisamente la decisión del pricing de tu catálogo para poder posicionarte respecto a tu competencia. Vemos las diferentes opciones de establecer objetivos con los precios y posteriormente como establecer el valor de tu producto desgranando todos los costes fijos y variables que tienes para poner tus productos a la venta. Hacemos referencia a varias opciones para guiar a nuestros usuarios a elegir determinados productos mediante la estrategia del bueno, el feo y el malo. Revisamos pricing dependiendo de si estás orientado a un ecommerce D2C o a un Ecommerce B2B y la cuestión de establecer diferentes precios para cada territorio. Newsletter: https://ecosistemaecommerce.com/newsletter/ Web: https://ecosistemaecommerce.com/ Linkedin: https://www.linkedin.com/in/javierlopezrod/ Facebook: https://www.facebook.com/ecosistemaecommerce Twitter: https://twitter.com/ecosistemaecomm Youtube: https://www.youtube.com/channel/UCE2zroaDzTVZRwNOh5Ma9cg

Gli eCommerce B2B non sono sempre uguali. Che differenza c'è tra B2B "consumer like" e "wholesale"? Lo vediamo insieme.

Welcome back to another fun filled episode of the Southern Fried eCommerce podcast! This week, Co-Hosts Jay and Emily are joined by two very special guests, Megan Smith and Ali Tomer from EYStudios. They introduce the new faces to the EY podcast and together, they cover the hot topics of the week by reviewing published eCommerce articles. This week, the focus was once again on augmented reality as we focused our lens of Snapchat. After that we discussed B2B Buyers preferring eCommerce over traditional means. Finally, we finished off the podcast by discussing the surge in Valentine's Day shopping.The articles included: Snapchat's AR shopping upgrade points to social commerce future by Robert Williamshttps://www.retaildive.com/news/snapchats-ar-shopping-upgrade-points-to-social-commerce-future/618431/ Charts: B2B Buyers Prefer eCommerce by Adel Boukarroumhttps://www.practicalecommerce.com/charts-b2b-buyers-prefer-ecommerce 3 reasons consumers are going all out for Valentine's Day by Katherine Cullenhttps://nrf.com/blog/3-reasons-consumers-are-going-all-out-for-valentines-day Don't Forget To Subscribe, Rate & Review! Check us out online at eystudios.com. Also, be sure to follow us on social media for more updates from the studio @eystudios.

Seguro que algo habréis escuchado de un plan de ayudas de la Unión Europea: el kit digital. Son nada menos que 3.000 millones de euros destinados a ayudar a digitalizar el ecosistema empresarial español: webs, ecommerce, herramientas… Vamos a charlar en este programa con Toni Expósito, director de Conecta Software. Esta agencia es uno de los “agentes digitalizadores” del plan. Se especializa en ayudar a conectar los ecommerce con programas de ERP y otros sistemas, y también desarrolla tiendas online, sobre todo con Prestashop. Vamos a pedirle que nos explique un poco lo del kit digital y también charlaremos sobre las diferencias entre los ecommerce B2B (orientados a cliente empresarial) y B2C (a cliente final), para entender las claves diferenciadoras de los proyectos “de empresa a empresa”. Enlaces de interés: Web de Conecta Software: https://conectasoftware.com/ y su landing con info del kit digital: https://conectasoftware.com/kit-digital/ [Beloved sponsor] Cambia la manera de comprar; elige cómo pagar, con Sequra: https://bit.ly/sequra-m4c Nuevo Telegram de Ofertas de Empleo de marketing y eCommerce: https://t.me/+VuHF-tsNUsgyN2M0 Nuevo diseño de camiseta M4C “Sin SEO no hay DESEO”: https://www.latostadora.com/marketing4ecommerce/sin_seo_no_hay_deseo/7498256 #M4CWebinar sobre cómo aprovechar los datos de tu eCommerce: https://www.crowdcast.io/e/datos-ecommerce-petarlo-2022/register

¿Quieres hacer crecer tu negocio Ecommerce B2B?, hoy Yurico Huayana, Country Manager Perú de VTEX, nos compartirá sus mejores consejos. ¡No te lo puedes perder!

Sostiene Sofía calle con años de experiencia en ecommerce que es sin duda la salida a muchas empresas que todavía andan en pantuflas en el siglo XXI. También es verdad y no difiero en ello ,que muchas empresas mastodónticas que todavía siguen en el siglo veinte serán adelantadas por todos los lados por empresas ágiles pequeñas y que tengan una mayor presencia en la red a través de su tienda.Sofía nos da algunos tips algunos hacks, incluso un consejo de financiación gratuita de modelo de fondo europeo para pymes... pero sobre todo hay que tener en cuenta que hay que poner mucho foco para estar en un e-commerce Si es posible, especializarse mucho y empezar cuanto antes, conjuntamente con una estrategia de contenidos y con un rumbo a seguir .Añadámosle siempre pensando que no es un canal milagro en el cual en un mes llenas las arcas de compras.Jeff Bezos solo hubo uno.

Immer mehr Unternehmen verstehen wie wichtig es ist online präsent zu sein. Vor allem während Zeiten wie diesen ist es umso wichtiger auch Online verkaufen zu können. In dieser Folge spreche ich darüber wie Ihr euer Wissen als Dienstleistung an Unternehmen verkaufen könnt. Über eine schriftliche Bewertung würde ich mich sehr Freuen! Lass uns über E-Commerce sprechen! Trage dich jetzt für dein kostenloses E-Commerce Strategiegespräch mit mir ein. Klicke hier - https://valentinzettercall.typeform.com/to/z2RQPsRu Instagram - @valentin.zetter

How To Build An eCommerce B2B Industrial Website - Surge #104 Many manufacturing, industrial, or machinery B2B businesses are setting up online stores. Thanks to recent events, they have to go remote. That means updating their website. Whether you are B2B or B2C, customers are now online.

Marketing Strategies Revealed in this Episode: What are the differences between B2B purchasers and B2C purchases and what specific requirements do B2B purchasers have? The different marketing channels the B2B businesses need to focus on. How is the sale Cycle different from a B2C sales cycle? Ecommerce B2B companies that have done a great job selling online and what we can learn from them.

Without question, the last several months have accelerated ecommerce adoption and drastically changed consumer behavior. The entire sales lifecycle from finding a prospect to closing the deal has been turned upside down. Now two key obstacles lie in the path of ecommerce leaders… The first is the more obvious, more discussed problem: How do you operationally and technically need to change to meet your customers' evolving needs?  The second key obstacle is not as often addressed, but is equally as important: How do you then communicate to your customers that even in these changing times, you are equipped and ready to meet their new needs?  The binding and laminating business doesn’t sound like it would be ripe with insights into answers to both of these questions, but Jeff McRitchie, the VP of eCommerce at Spiral, is here to prove that assumption wrong.  Jeff has nearly two decades of experience in the ecommerce and digital space. Just last year, his own company, MyBinding.com, was acquired by Spiral, where he now helps lead ecommerce operations. On this episode of Up Next in Commerce, Jeff explains what it has been like merging his ecommerce business with a more traditional binding company. He shares some of the challenges he faced along the way, and what methods and strategies he’s leaned into to find success. Jeff also discusses tips for building out a winning SEO and content strategy, and how ecommerce is playing a larger role across the entire business, including in customer acquisition and content marketing.  Main Takeaways:   The Merge: When a primarily ecommerce company merges with a larger more traditional business, there are a lot of balls in the air to create a cohesive and efficient system. Most of the adjustments have to be made on the side of the acquiring company, which needs to learn how to compete in a digital marketplace. That means that education has to be a priority both internally and externally.    Use Their Words: Every industry has jargon and industry-speak. It’s easy to fall into the trap of using that language throughout your platforms and channels. Instead, you have to meet customers where they are with their own language, and use the words and phrases they use. This will ensure that your customers feel like you are speaking directly to them and it also helps create more longtail SEO opportunities. Content For Now that Pays Off Later: Some of the most-viewed content you create might be consumed after a customer makes a purchase. On the surface, that might make it seem like content-creation is not a good customer acquisition strategy. On the contrary, it’s actually a critical long-term strategy in the sense that good, useful content is critical for brand awareness and building trust, which customers will remember when they need to buy in the future. For an in-depth look at this episode, check out the full transcript below. Quotes have been edited for clarity and length. --- Up Next in Commerce is brought to you by Salesforce Commerce Cloud. Respond quickly to changing customer needs with flexible Ecommerce connected to marketing, sales, and service. Deliver intelligent commerce experiences your customers can trust, across every channel. Together, we’re ready for what’s next in commerce. Learn more at salesforce.com/commerce --- Transcript: Stephanie: Welcome to another episode of Up Next In Commerce. This is your host, Stephanie Postles. Today on the show, we have Jeff McRitchie, the VP of Ecommerce at Spiral Binding, My Binding and Binding 101. Jeff welcome. Jeff: Thank you. Stephanie: Thanks for coming on the show. I was excited when I was looking through Spiral's background. It looked like you guys started in 1932. Is that right? Jeff: Yeah. I mean, we've been around for a long time. Stephanie: Yeah. I think that'll make for a really fun conversation because I'm sure that the company and you have seen a lot of transformation over the years, so that'll be fun to dive into later. Jeff: For sure. Stephanie: Tell me a bit about Spiral. What is it? How do I think about what you guys do? Jeff: So Spiral is really a company and we've built ourselves around helping people to bind presentations and proposals. We do a little bit of laminating. We do a little bit of other things, but really we focus a lot on binding. We sell the equipment and the supplies for people to be able to bind presentations, proposals, books and training materials. Those are probably the primary things that come out of it. Jeff: We're a niche player in the office products market is one way to think about it. We're an interesting a hybrid of a company because we sell a little bit in B2B, a lot in B2B, a lot in B2C or B2B to C sort of space. Then we also have some really interesting national account sort of business as well. Kind of a little bit of an evolving company, we're a manufacturer and a distributor at the same time. We have lots of different faces which presents some really cool challenges from the standpoint of being in a digital transformation or Ecommerce role. Stephanie: Okay cool. So how long have you been at the company for? Jeff: My story is interesting, actually I'm co founder of a company called My Binding about 17 years ago. Last year we sold to Spiral. I've been with Spiral for just over a year now in this sort of digital transformation role but with My Binding, which was more of a pure play Ecommerce space. We grew and we were the largest sort of binding Ecommerce player in the market. Then all of a sudden we joined forces essentially with Spiral, which was the largest sort of B2B player in the market. Now we're one force together going after the binding and laminating market. Stephanie: Oh, interesting. What was that process like where you had your own company, you guys were selling online and then joining a company that maybe wasn't doing as much of that. What was that process like when it came to incorporating your company into an existing older company? Jeff: There's definitely some upsides. Suddenly you have increased purchasing power, you have more access to talent and capital. Those were amazing things, but the integration side of things is tough. Jeff: I mean, you're trying to merge systems and figure out how everything works together and learn the language of a new company. Some of that stuff is not as easy as it should be, as well as trying to figure out where exactly are they on the landscape of digital transformation and how do you navigate that when... We were pretty much an Ecommerce or digital first organization. That wasn't really their background. Now we're figuring out how do we be both? That's a pretty big challenge actually. Stephanie: Yeah. That sounds really difficult. What does the customer journey look like for Spiral or what did it look like compared to My Binding? Jeff: I guess the best way to think about it would be that in a B2B, B2C sort of Ecommerce experience, we were really building our business around a large number of transactions with a large number of customers, essentially small transactions to a large number of customers. On the more traditional B2B model, the traditional side of the Spiral business would have been around a small number of transactions to really big customers. Which is pretty typical when you look at this idea of traditional B2B and more like an Ecommerce B2B sort of experience. At least a B2B, to C sort of experience. Jeff: That was the really interesting thing is that we were dealing with customers from all over the country that in almost every industry that you can imagine, but most of them were rather small and we are filling specific needs for those customers. That was fine. On the spiral side you were looking and saying, hey, they had deep relationships. Relationships that went back decades, in many cases, with organizations where they were the supplier of choice. They had complex contracts and all those kinds of things. That was never really part of the Ecommerce world. Trying to figure out how do you merge those two together to get the best of both. It's not easy, but it's really fun actually. Stephanie: Yeah. I can imagine it takes a lot of training for their existing customers who are used to those contracts and used to things being done a certain way. How are you maybe going about training the customers who are used to doing things the old way to be like, Hey, we actually can do this online usually. Jeff: Slowly. Stephanie: Any lessons there that someone can take away if they're going through the same thing right now within their org? Jeff: You don't have to do it all at once. Our approach is really to allow customers to interact with us the way they want to interact with us by giving them better options. Really the priorities for this past year have been to try to integrate systems and then upgrade our footprint so that we can allow the company to put its best foot forward. Really starting with the E-comm side and getting everybody on the same platform and then tied into the same systems. Jeff: Now we're actually probably just a couple of months away from launching our brand new B2B E-com experience for the traditional spiral customers. Essentially we have been allowing them to continue to exist and deal with the company in the way that they used to while improving the experience and then bringing the platform up for the entire organization. One of the things about especially B2B commerce is that it gets really complicated as you tie in lots and lots of systems and a lot of interesting rules. Jeff: Customers want to deal with you in the way that they want to deal with you. What we've found is that we have to build specific experiences for our different customer types. That's the approach that we've been taking. I think that's a good approach from the standpoint of, you're not trying to force everybody into the same sort of experience because not everybody wants to deal with it in the same way. As a large organization that sort of deals with these sort of different challenges, we have to answer questions, like, do you display pricing on the front end of your website or is it a login only experience? Jeff: What pricing do you show people or what price pricing do people get and how do you control that and how do you manage that and how do you make sure that that experience is personalized for individuals? Then there's the age old question, which is really challenging in an organization that has multi channels and that is, how do you deal with the channel conflict? Whose customer is that? I guess it depends on who you would ask because everybody thinks that the customer is theirs. Yet ultimately the customer needs to deal with the organization in a way that the customer feels the most comfortable, not in the way that the organization feels most comfortable. Stephanie: Yeah. That makes sense. What kind of legacy or what things did the legacy customers get hung up on the most when you guys are making this transition and trying to show them that a new platform's coming? Is there similar themes of things that they're like, oh, I don't feel comfortable with that, or, I don't want to move because of this? Jeff: I think when it comes to customers, most customers want technology. I mean, they become comfortable. I think that they don't want to lose functionality. That's been probably one of the hardest things is that even if that functionality wasn't the best, they become comfortable with it and they don't really want to lose that. Yes they do want a best in class experience. One of the hard things that we all have to deal with in Ecommerce right now is that the bar has been raised. Jeff: There are people who want more and more features in terms of their online shopping experience. What you find is that you need to be able to roll these things out, but you need to make sure that it doesn't make things harder on those customers, especially long time corporate customers. They are really dependent on these things working smoothly and easily. That's actually one of the hardest challenges in this process has been, okay, well, we've done a lot of cool things for customers over the years. One off, you build a feature on the website just for that one customer. Jeff: Well, trying to then redo that and not lose a substantial amount of functionality for specific customers, especially large customers that you have these really deep relationships with, that's pretty tough. Stephanie: I was actually going to ask that next, when you mentioned that you were personalizing the experience for certain customers to make them feel more comfortable or hearing what they want and trying to incorporate that into the platform, how do you go about picking out what things you should maybe personalize or give to the customer without going down a worm hole of having a personal experience for every customer? Jeff: Ultimately, we're taking an approach of first saying, what's the best in class experience that we could build. What are the things that are going to be the best for all of the customers and then looking and saying, "Hey, can we in our roadmap put in the flexibility to accommodate for these many things that customers have asked for?" Jeff: How could we build this in such a way that we can add that on or this on? I'm not sure that we always nail it just from the standpoint of... It's pretty tough to keep everybody happy. But we're taking the approach of, hey, we can make it substantially better for everybody. It may not be perfect, but it should be a dramatic enough improvement that they'll recognize that we have their best interest in mind. Stephanie: It seems like some of those requests might also fit other customers as well or it might be something where they're like, oh, I actually wanted that and never thought to ask. It could be helpful when it comes to product development on your side, like technology development. Jeff: Yeah, totally. We had a really good team that we used to build out stuff and we're able to iterate fairly quickly. That's the good news because sometimes we miss something and so... But as long as you can respond fairly quickly to a customer's need, it gives you an opportunity to serve them better and to communicate. But the other really important part of this is really getting the account managers and your sales people involved in this process so you get some really good feedback because one of the challenges that we face at least is that sometimes as the E-com department and on the technology side, you don't always get raw feedback. Jeff: Maybe the stuff you're hearing is from the people who are yelling the loudest, not necessarily from the people who are trying to help you. You're not necessarily hearing about the features that are going to make the biggest difference for most number of users. Stephanie: That makes sense. With this whole re-platforming and new tech stack that you're going to be launching what pieces of tech are you most excited about showing to the customer or bringing online that maybe wasn't there before? Jeff: For us it's really about an enhanced user experience. We kind of been a little bit on the old school side on the traditional B2B piece of it. This gives us the ability to provide a really much better experience end to end in terms of transacting with us. Some of the things that we're aiming for, that are harder than I was thinking they would be, would be real time freight quoting. When you're a B2B company and you've got a distribution network across the country, and you're trying to figure out how much that pallet is going to cost to go to this customer. You think, hey that should be super easy. That's like in the Ecommerce world, until you start to realize, well, it's really important that you get that right. You have to first know where all that's going to ship from. Jeff: One of the biggest things is a really deep integration with our ERP so we can understand where the inventory resides and then how much it weighs and the sizes and all those kinds of things so that we can do that on the fly. Because right now we do an add back type thing. We'll tell you what the freight is later. Customers don't like that. Especially not in the Ecommerce world. Getting that upfront, same with sales tax calculation. Right now, a lot of that's done on the backend and people want to know upfront. That means building a system that has management for resale certificates and all of those pieces. Jeff: I need to understand where are you exempted, where you not exempted and what are you exempt from and all of those kinds of things so that I can quote you and tell you what the sales tax is going to be upfront before you place your order. That's another piece of it that we're excited about. Requisition list is another one where people will have their own custom price list in the system where they can quickly order. We're building a system where they can upload an Excel file with all of their items that they want so they can do quick ordering and quick reordering. Jeff: I guess those would be a few of the systems. Like a quote management system to allow people to request pricing on items and then for us to respond to them live and track that inside of our system is another one that we're building. Those are all areas where we're saying, hey, this could really enhance the user's journey and make it a lot easier for them to do business with us. Stephanie: That's great. Yeah that sounds like some great changes. Have you had any customers trying out the platform as beta testers and have you seen any difference when it comes to average order value or anything? Jeff: We're not quite there yet. We finished design and we're in the midst of development at the moment. I would say that that's going to be one of those steps prior to launch. Will be first to have sort of sales associates and account managers jump into the platform and test it for themselves and then to really get especially key customers in the system testing, and then also giving us feedback. What do they love? What did they not like and how can we make it better for them? That's on the roadmap before launch to be able to say, "Hey is this better for you?" It's funny because on a traditional B2C Ecommerce launch, you'd be focusing so much on the front end. Jeff: Like, the My Account pages are taking just as much time for this site because that's where our customers are living. They want to use the search, but they really want to use the my account pages. They know what they want, and they need to be able to quickly reorder it. They need to be able to see their orders. They need to be able to have the ability to upload those requisition lists. It's a little bit of a twist but getting them, especially into those my account pages so that they can spend some serious time understanding their accounts and telling us what they like or what they don't like is going to be really important for the launch process. Stephanie: Yeah. That's really interesting about focusing on my account page and how much time they're spending there. I'm sure that things like product suggestions or also bots might be very important on that page to help showcase items that maybe they wouldn't otherwise buy when they're just quickly uploading something or just reordering. Are you guys experimenting with some of the suggestion features? Jeff: Most definitely. Yeah. That's part of the vision is to try to figure out and say, okay, we have these deep relationships with customers and they buy specific sets of products. How can we expand to purchasing a product set? How do we get them and introduce them to complimentary products and show them the right pricing and the right place so that they can say, "Hey, I should totally add that on." That's something that I should consider. It's an interesting challenge for us because we have different personas or groups of people that we're dealing with. Jeff: On one hand we're dealing with dealers and they're really reselling product. You're trying to show them maybe categories of product, where do they need to expand because they're buying for specific purposes. Then you have end users and those end users you might want to show them a different size or a different color. We're experimenting with what the best algorithm is that we can use to show them the right products and then also in the right places too. Stephanie: That's great. What tests are you most excited about that you're pitching to everyone right now and some people maybe aren't sure about? Jeff: I'm actually most excited right now about the lead gen side of our business. Stephanie: Tell me more about that. Jeff: When you start to think about what the power of Ecommerce is for a B2B organization. Ecommerce can really become the engine that powers the acquisition efforts of a company. Especially because we can get in front of hundreds of thousands of customers a month, whereas the traditional B2B sales force might only touch hundreds of customers per month. Maybe thousands, but definitely not hundreds of thousands. Jeff: The idea of... What does it take for us to build a really cool robust system to not only bring these leads in but then to try to figure out how do I score these leads and then not only take them and turn them into an immediate sale, but to determine which ones of these really can be turned into those more traditional B2B accounts that we have these deep relationships with that are going to buy from us for years to come, many tens of thousands of dollars, right? Jeff: The really exciting part to me is looking at it and saying, okay we are on the Ecommerce side, on the B2B2C Ecommerce piece of it. We almost have too many leads. We get so much traffic that comes in. So then how do you figure out, take all those leads and build a really robust system where you can make sure that they're getting exactly what they need, and you're closing as many sales as you can, but then how do you figure out a way to pass those accounts up, the right accounts to the right people so that you can build them into a much larger long term sustainable program. Jeff: For us, that means building a really cool inbound sales team that makes sure that we take care of those leads and that we foster them and do all the things that we need to do, but then building an outbound sales team as well that's going to go in and then say, "Hey, let's take these leads and take them to the next level." Then also figuring out a system for passing accounts up and down inside of the organization. You really want to be able to pass a lead up or a customer up that has substantial potential to be either a national account or what we'll call an enterprise level account. Jeff: But you also want the reciprocity of getting those accounts back or the smaller accounts back from the team. I will say that no one wants to give up that account. That's a big challenge inside of an organization when you're trying to say, "Hey, I'll give you some, you give me some." The way usually ends up being is someone... Everyone wants to receive, no one wants to give. But the system only really works if you can give the best to the... But then also that you can receive quality back. For instance, handing back to the E-com team, only the accounts that don't do any business, isn't really a win. Jeff: You really want your enterprise salespeople focused on enterprise level accounts. We're having to sort of wrestle through what does that look like in terms of structure. I don't know that we really have it all figured out yet, but it's a cool idea. Stephanie: I'm guessing there's a way to automate that and create rules. So it, like you said, can go up or down depending on certain criteria from when they're coming in. How are you all thinking about automating that process? So it's maybe less of a salespeople having to give and take and whatnot, and more like, Oh, this is automatically routed to you based on these metrics. Jeff: That's exactly what we're doing. We're exploring machine learning and big data to try to figure out a really good way of scoring customers because using that scoring, you can figure out how to pass customers up. Then a set of rules as well that says if these customers aren't of a certain size or if they have this kind of profile, they really belong in this group. But it's an interesting challenge from trying to figure out where do you get all this data from, and then how do you process it? We're exploring different options right now in terms of what that might look like and how we can best approach that without spending a ton of money before we bet that it actually works. Stephanie: Yeah. That's really cool. So outside of the prospect giving that information, what kind of things are you looking into right now to find the information to help with that scoring process? Jeff: It's actually challenging. You have certain pieces of information that are given to you which you have usually a name and an address. Their email address usually has a domain associated with it, especially in B2B. So you can pull a lot of information from that and you can start to sort your domain, your customers by domain. But really we're looking and saying, okay, well we do know the purchase history. The idea then is, okay, if you were to sort all your customers out, you can sort them on a scale of, let's say a one, two, three. You can say my best customers spend the most money with me. My worst customers spend the least amount of money with me, but that really misses part of the point. Jeff: You almost need to add a second access to this, which is really about customer potential. When it comes to customer potential, we're looking at the idea of what would it take for us to add some big data to this? To understand the size of their company and the profile of the company that they come from, or the industry that they come from as well, because the industry can be really important to us. But then the other side of it is also looking at what they purchased. Like for instance, people who purchase specific equipment or supplies, they're going to have a much higher lifetime value with us because those are proprietary or have maybe a really good pull through rate. Jeff: For instance, it may not be that it's a proprietary supply, but when you buy that machine, you have to go through a lot of supplies to make it worthwhile. You look at the data and you say, okay, that customer has a huge amount of potential. Not because of the amount that they bought from us, but because of what they bought or who they are, the company that they work for or their position. We're looking at the possibility of maybe even extending that into some of the databases out there that help you understand whether people are in market and what their roles are as well. Jeff: Because when you're dealing with B2B, you're not really selling all the time to the company, you're selling to a person inside of the company and that person has a role. You have to figure out, okay, well what role do they play in this picture? That helps us to sort them into personas. If you're dealing with a really small number of accounts, you can figure this out, but we have to automate it because it's not really feasible to do that in a one off basis. Stephanie: Yeah, definitely seems like you're going to need a whole entire data or business operations team who can build those rules out for you and have dashboards. That seems like a big project, but well worth it. Earlier, you mentioned that you guys have more traffic than you know what to do with and lots of leads coming in. Of course my first question is how are you getting this traffic? How are you acquiring potential customers? Jeff: Sure. I mean... We're in a niche industry, right? So that's part of it. We've been around for a really long time. Because of that, at least... Spiral has been around 80 years, My Binding for almost 20 on the web. As you start to look at that, we created a massive amount of content. Thousands of videos and pages. We really have in a lot of ways, the best websites in our sort of space and industry. Because of that, people are finding us to solve problems. What you find is that we built out these websites and either through SEO or through paid search we're driving a ton of traffic to the websites because they convert and that makes a ton of sense. Jeff: We're essentially... We have all of this content and it's really designed around this idea of how do we solve these problems for customers? We can drive more and more of that content. The website deals with a certain number of those sort of leads and converts on its own. The challenge for us tends to be, what do you do with the people that are maybe a little higher in the funnel? You're now talking about making sure they have a really awesome call center that is going to be able to answer those questions. Live chat is really big. We've extended our live chat hours all the way to midnight which is unheard of in the B2B space. Jeff: I want somebody there to talk to somebody if they have questions about products. Especially really big products. We're experimenting with the idea of doing triggers for live chat. We did that and that was really successful for us. We turned on the trigger and said, with the idea of if I walk into a store, somebody says, "Hey, how can I help you?" We did that on the Ecommerce site and we had massive numbers of people that were engaging with us. But the surprise to us was that many of those people were actually much higher in the funnel than we were used to dealing with. Jeff: In other words, they were now engaging with us and they weren't ready to buy. They were in the research space and they had lots of questions. Which is really cool but it just changes the model a little bit and you all of a sudden have to figure out how do I step up for that? How do I make sure that I have the right person to answer those questions? That's part of it. Driving the leads really comes to how do you acquire traffic on scale? Really good high quality traffic for the site. Then the question is, well, what can you do with it? Driving the traffic is really exciting from a standpoint of it doesn't have to be done in one way but you have to be maybe a little bit creative to do it because you really are trying to get in front of people that have problems rather than... Jeff: At least in our space, you don't come to a binding website unless you have a problem that the binding website can solve. It's not exactly an impulse purchase. You're going to show up and you're not going to just browse around. I wonder what kind of binding machines they carry. You probably are on a mission to solve some sort of problem. Right. Whether that's like your bosses told you that you need to buy a binding machine or you need to upgrade the way that your reports or presentations are going to look, or you have a deadline of Friday and you need to get these reports out for the annual meeting. Jeff: These are all sort of really common sort of scenarios and so then the question is, will this product work for my specific needs? That's a question that our customers are constantly asking. Building to that has been a really great sort of acquisition model for us to build around the idea that every customer that comes to us comes to us with a problem that we can solve for them, and then figuring out how do you work backwards to that? What problems could we solve? Then as you start to get creative with that and build massive amounts of content, that content lives out there forever. That's been really a big part of our success, is really the longevity but also the content generation sort of machine that we've built over the years. Stephanie: How has your content... What is the style now today? Is it only educational? Is it humorous and how has it evolved over time? Jeff: We've tried a lot of things over the years. We've tried to be funny. I think we think we're funny sometimes. We've tried a bunch of different things. We've tried to be really educational. It was really hard to figure out the ROI of that. What we've really... If you were to look at our content, we do a lot of content that is really close to the bottom of the funnel, but that would be really helpful. We go with that sort of helpful thing as well as deep. So the idea of building out a really robust and large set of content over the years about products. Jeff: We spend a lot of time making sure that we have all of the details about the product, even to the point where our competitors come to our sites to look up products because they don't have as good of information as we do. That's one piece of the content side of things for us. We have a lot of how to videos. We did a bunch of experimenting around the videos. We found that the videos that people really cared about would basically answer a couple of quick questions. But mostly it was, will this product work for me? How does this thing work? Jeff: We made a whole series of those videos, almost five thousand of them that are really around the idea of how does this product work and a quick demonstration essentially. Usually around a minute long that takes the product out of the box, show someone how to use it. Those really work well for us because they show a customer generally what are they looking for. A lot of customers they want to see what it looks like or they have a machine already and they want to say, "Is that's the thing that works with my machine.? They don't understand our language. Those videos have worked really well for us as well. Stephanie: That's great. Are there any surprising pieces of content that you didn't think would work that did, or surprising sources of customer acquisition that you wouldn't have looked into before? Jeff: We've had a few blog articles that have found traction in the world and the web that I wasn't really anticipating. We've written a lot of content over the years. Most of the blog articles get a little bit of traffic. They're like evergreen content, little bit of traffic over a long period of time. But occasionally we'll end up with one like... Something about how to laminate without a laminator. Stephanie: That's a good one. Jeff: Amazingly, there's a lot of people that look up that and I was shocked. It consistently drives more traffic than almost any other blog article for us. Which is odd. I'm not sure it drives a ton of business because they don't want to buy a laminator, but if you think about it, there's a whole segment of people that have maybe problems that we don't traditionally associate with our business. That would be one thing and then the other piece would be the language piece. Jeff: It's always surprising when I discover that the language that we use internally for our business doesn't match the language of the customer. An example would be we talk about binding covers all the time because we're in the world of binding. A lot of people they just talk about card stock. In the paper world, the card stock doesn't even exist. It's not a thing. People will talk about it. It's cover weight paper. Index weight paper. Card stock is like this sort of crafting term. Yet it's sort of taken on a vocabulary of its own in the world. Jeff: When people search for binding covers, often they'll use that word. That's always surprising to me as well. There's a whole list of those things where people basically they choose to use their own words to describe things. Now you're trying to figure out how do I technically be accurate about this product but really use their language? Because if you don't use their language, then you're not going to show up in search for this stuff and they're not going to feel comfortable with it. Stephanie: That's a really good reminder, especially with generational shifts that the new consumer might be using completely different language than what you're used to. How are you exploring what that language might be? I mean, especially a company that has been around since the thirties, how are they figuring out, oh, this is what they call it now, this is what the kids are saying these days? Jeff: Probably the easiest thing for us is to look through our search results and especially the no results found once because often it's those things. When people are typing in stuff in the search bar and nothing's popping up. You look at that and you're like oh... A smart merchandiser, someone who understands your products really well, they start to make those connections and they're like, oh, wait a second. That's what they mean. Obviously a lot of that like spelling mistakes and things like that. You can fix those in your search engine but when you start to look at it, you start to see sometimes patterns. That's one of the easiest ones. Jeff: The other two that are really helpful for us would be Google autosuggest. Just start typing things in Google and then figure out what Google thinks that you should add to the end of it. All of a sudden you realize, okay, maybe people are searching for maybe a slightly different side of things than we thought they were. Then the other one would be Amazon. Amazon, their product terms are awful. Yet they sell so much. Why? Because they tie into language. They have usually products that have all these different words in the titles that you would never imagine. Jeff: As you start to look at products that are really successful on the marketplaces, you can start to realize, okay, well maybe they're onto something there. They've managed to call out even the most important attributes of that product in a very search centric sort of model or they have really been able to hone in on maybe key words that we weren't thinking of when we've been building this out. Especially because often you start with whatever... A point of reference would be the manufacturer's title. It becomes quite difficult sometimes to sort of detach from that, but Amazon detaches automatically because they let people come up with their own titles for stuff. Jeff: Usually it's the sort of ecosystem that will change the title to try to optimize. Sometimes when you find really successful products that you're realizing, Oh, maybe people do care about that. Stephanie: I love that. That's really good tips to remember about, finding those keywords and how to discover them because yeah, I think even longterm key words would probably be really good for your industry. I'm thinking, how would I Google something like that? I would probably be like how to create a hard cover book for my presentation or something really long winded like that. It's a really good reminder about the keywords importance. Jeff: Then obviously you have your paid search stuff too. You can look and see in your paid search accounts, you can say, okay, what keywords are actually driving? If it was a broad or a modified broad match keyword, you're going to start to dig in and you can say, oh, it actually matched on this keyword and it drove a sale. Again, driving back and saying, okay, what am I driving sales on? It tends to be a really good place to start discovery as well. The only thing, the problem with that is that you might be so far off that you're missing the boat completely. That's where it takes a really good merchandisers to sort of nail that stuff down. Stephanie: I also think it was interesting earlier when you were talking about how to laminate without a laminator and thinking about selling something through saying, oh yeah, you don't need to buy through us. Here's how you do it because I'm sure a lot of people, like you said, are searching for stuff like that or how to fax without a fax machine. I know I've searched that quite a bit, but making fun of it and you might actually be able to convert someone who's like, Oh, I actually just do need a laminator to do this, but having a humorous video around that. Jeff: Yeah. As well as maybe they decide that they want to buy some cold laminating pouches. The idea is, if you can be really helpful in the long term, going back to that idea of video. We've done a lot of videos over the years. We understand that many, many, many times people use our videos post-purchase not pre-purchase. People are going to the video to figure out how does this thing that I already bought work. Well, that doesn't really help us but it does help us in the long term. Jeff: As you look at it and say, it's not going to win us the sale today, but it will win us brand awareness. It does potentially when you do supply sales. Because we're a very supply driven sort of space. If you think about it, if you buy a binding machine, you got to buy some supplies for it. Longterm, we want to have an awareness and be in front of customers so they understand who we are when it comes time to buy the supplies that they need. Stephanie: Just like you said, it's really important to continue to stay in front of that customer so they come to you to buy supplies and remember you guys. How do you go about doing that and keeping a customer retained? Because it seems like it would be easier with these legacy customers who are maybe in these year or three year long contracts. Now when you're moving towards Ecommerce and they can hop around really quickly, it seems like you wouldn't be able to retain customers as easily. So how do you go about staying in front of them? Jeff: I mean, there's a lot to that, the question. To give you maybe a general overview of our thoughts is a big part of our business and something that's really important to us. Especially on the E-com side of things, it really starts with delivering a really awesome experience upfront. So you need to be able to help them find what they need and then deliver it to them in a really reasonable timeframe or meet their deadline. All that kind of stuff. To have the product in stock and all of those kinds of pieces. That's actually harder said than done when you deal with a really large niche category. Jeff: That's the beginning piece of it. Once you've given them that positive experience, or if they've had a negative experience, you use your customer service to basically earn a customer for life. That's actually the motto of our customer service group. Earn a customer for life. As you look at this idea, you say, okay, well, we now have a shot at their business longterm. Now the challenge for us is, okay, what's the best way to reach them? The easiest way is email. We have a ton of automation in our emails. We send emails based upon what you've purchased with replenishment. We send life cycle campaigns based upon... Welcome to the store anniversaries campaigns, and then also best customer campaigns, win back campaigns and reactivation campaigns. Jeff: We have all these automations that go out. They're really helpful. We also have sales that go out on a weekly basis that keep people engaged and keep things front of mind for them. You combine all of that on the email side, but then you recognize that that maybe only gets you half the customers. The question becomes... Because there's a bunch that are opted out in the B2B space, it's really hard on deliverability to get into the inbox. More and more people are using advanced filtering programs to prevent spam from getting through to their employees. Jeff: As you look at that, you say, okay, well, email only takes you so far. So then what do you do? The real question is, back to that conversation we had earlier about lead scoring, how do you determine your best customers or your best potential customers and make sure that you get somebody to call them? To send them a personal email which are easier to get into their inbox or to find another way of touching them. For us right now, the two other ways of touching them that we're sort of exploring, one would be SMS and then another would be direct mail. We're kind of in the process of exploring a test on SMS. Jeff: I'm not too sure how we feel about it, honestly. We have to figure out how our customers feel about it, just from the standpoint of as you look at customers giving their personal cell phones for business purchases and getting text messages. But you think about it, that's a great way to get in front of people and stay in front of them as long as you're going to be super, highly relevant. Then the other piece of it that we do a little bit of would be on that retargeting side of things. If you don't know who that customer is exactly, or don't have their ability to email them, you can at least sort of [inaudible] do it, make sure you're sending or placing ads more frequently into their feeds on different platforms through retargeting. Stephanie: That makes sense. It seems from, especially in SMS perspective, it seems like the only angle you can go about is being helpful. Like oh, you probably are running out of supplies, order now. I don't know, you can get a discount or something. It seems like there's not too many ways for B2B companies to use texting without the customer being like, "Oh, I don't want to be thinking about work right now." Unless it's a trigger for them to be like, "Oh, I need to reorder this or else we're not going to have it on the day." Is that true or are you seeing other avenues? Jeff: Well, the first step would be to be helpful with order cycle. For instance, think about what Amazon has done with allowing you to get a text when the item is delivered. Which is a big problem for a bunch of our customers, especially in pandemic, but even outside of that. It might be delivered to a central desk or to the shipping and receiving area of their company like an alert. Alerts are a pretty good option for us to sort of get our toe in the water a little bit and to stay active. Then yes, something that's personalized. Jeff: Then also, what we're struggling with is what is the best time of day to do this? Probably don't want to send it to them in the middle of their evening. They're disconnected from work, but you also need to make sure that... It's got to be time adjusted for the time that they're in and they also really needs to be followed in their workday probably. Those are some of the things that we're sort of figuring out and testing right now and saying how is this going? Then what's also the most appropriate way to collect where people don't sort of get freaked out. Because it's one of those things, do you want to get text messages from your binding company? I don't know. You got to ask it in an appropriate way. Stephanie: Yeah. That's a really good reminder. All right. We have a couple minutes left and I want to jump into a quick lightning round brought to you by Salesforce Commerce Cloud. This is where I'm going to ask you a question and you have a minute or less to answer. Jeff, are you ready? Jeff: Okay. I'm ready. Stephanie: I'm going to start with the hard one first for you because I feel like you're in a game right now. I got to keep it going. What one thing will have the biggest impact on Ecommerce in the next year? Jeff: Well, I think obviously it's COVID. It's pushing people online in completely new ways. It's shifting customer expectations around a whole bunch of different things. It's ruined the Amazon two day expectation, which I don't mind, but it's also shifted the way that people shop, where they're shopping, how they're shopping, and even their mentality. I don't know that we even really totally understand how it's affected everybody yet because everybody's still sort of in this scrambling mode. But ultimately I think as this shakes out, it's going to change the landscape of how we market, but it's also going to change the landscape of how our customers interact with us. Stephanie: I like that. What one piece of advice would you give a new Ecommerce entrepreneur? Jeff: I would probably say stick with solving the customer's problems. I know that tends to be a B2B thing, but it's not really a B2B thing. If you think about it, I need the right sweater for me. Really be customer centric. That becomes really cliche and that's why I go to the idea of solving a problem. You got to think about what sort of value proposition are you offering to this customer that's unique, that is going to allow them to accomplish something that they wanted to accomplish when they came to your site. Jeff: I think by focusing and being really focused on the customer problem, I think you can build out really awesome experiences, and then that deep understanding of your customer will take you really far. Stephanie: That's a good one. What is your favorite day in the office? I'm trying to imagine what a binding company feels like. What's your favorite day in the office feel like? Jeff: I mean, most of my days are pretty full of meetings. A day without meetings would be an awesome day in the office. Stephanie: That's a lot of people. Jeff: I think so. In the world of the binding company, a day in the office doesn't look all that much different than a day in a normal office. It might be a little bit like an episode of the office. Stephanie: That's what I had in my mind honestly. Jeff: Yeah. It's like paper company. There is a little bit of aspects of that, but I mean, we're just like any other company. We're a retailer, we're a distributor. We deal with customers all day long. I would say the other thing, the best day in the office is the day that you have customers that love you and that are just heaping praises, especially on the customer service people and your salespeople. When you have customers who are just singing your praises, those are great days. Stephanie: Yep. That's awesome. I'm glad you mentioned the office and I didn't have to. If you were to have a podcast, what would it be about and who would your first guest be? Jeff: That's a tough one. If I were to have a podcast. I am super passionate about entrepreneurship. I'd probably do an entrepreneurship sort of a podcast about starting a business, growing a business, and the creativity that goes around that. If I could get anybody on the show, I would probably pick an entrepreneur. Maybe I pick the person from lemonade stand or one of those organizations that's really making a big impact on starting up entrepreneurs with kids. That's something that I really love. Stephanie: Yep. I like that. Brings back the memories of my parents make me [inaudible] my neighbor's yard for 25 cents which is well below market. Jeff: I think you could make at least 50 cents for that now. Stephanie: I think so too. All right Jeff, this was very interesting, such a good conversation. So many good tid bits that people can actually use from this interview. Where can people find out more about you and Spiral? Jeff: Sure. You can definitely visit one of our websites. We've got SpiralBinding.com. We have MyBinding.com and Binding101.com. You can find me on LinkedIn as well. Shoot me a message and ask me to connect and I'd love to meet you. Stephanie: Awesome. Thanks so much for joining Jeff. Jeff: You're welcome. Thank you.

Está candente la batalla de las redes sociales. A Facebook y Twitter los dejo de lado, que son casta. La chicha está entre TikTok e Instagram. TikTok sigue creciendo imparable. Instagram puso a prueba su “función estilo TikTok”, Reels, en Brasil a finales del año pasado pero se estaba estancando. Pues ya ha metido el acelerador y lo saca ya a prueba en Alemania y Francia, seguramente por ser países donde AÚN puede aplastar a TikTok. En España, creo que ya llega tarde. Pero Instagram no solo se mueve con eso, también acaba de anunciar que permitirá a los influencers usar Shopping, como los ecommerce, algo que empieza a sonar a amenaza a 21 buttons. Por eso el capítulo de hoy va sobre Instagram, a fondo. Y para hablar de Instagram invitamos a la Social Media Manager de Marketing Paradise, Sheila Martín, porque somos unos enamorados de la comunicación tan chula que ha creado para su agencia en Instagram, donde os invito a seguirles. Otras cosillas comentadas en la intro: Webinar sobre Ecommerce B2B con Item International y Roland DG: martes a las 17h Agenda completa y entradas para NEXT Epayments: jueves, 9 de julio.

Hablamos con Alex Boxall, co-fundador y Head of eCommerce de GreenIce, un eCommerce B2B y B2C que vende material de iluminación Led. Hoy hablamos de cómo crear un gran negocio de venta online alrededor de la iluminación LED y para ello contamos con Alex Boxall, co-fundador y Director de Ecommerce de GreenICE, un negocio familiar […]

Hablamos con Alex Boxall, co-fundador y Head of eCommerce de GreenIce, un eCommerce B2B y B2C que vende material de iluminación Led.Hoy hablamos de cómo crear un gran negocio de venta online alrededor de la iluminación LED y para ello contamos con Alex Boxall, co-fundador y Director de Ecommerce de GreenICE, un negocio familiar que ha ido creciendo de forma orgánica hasta convertirse en un referente en su sector.Con Alex revisamos temas tan interesantes como el tener un negocio B2B y B2C al mismo tiempo y sobre la misma tecnología, cómo un Prestashop puede adaptarse hasta necesidades muy complejas, los retos de la internacionalización, y todos los aprendizajes que han tenido montando un negocio online desde 0, sin financiación externa, pero con muchas ganas de comerse el mundo.Este era el ambiente que se respiraba en Menlo Park, New Jersey, durante el fin de año de 1879, o al menos así nos lo relatan en la brutal ficción sonora de Podium Podcast y Storytel que me ha inspirado esta introducción.Escuchando el podcast de Menlo Park he sentido una atracción brutal por ese momento histórico en el que veía la luz el teléfono, y la invención de la bombilla permitía aprovechar la electricidad. así empezaba a ebullir un ecosistema de invenciones que han definido la evolución de la Sociedad hasta nuestros días.En 1876, Thomas Edison estableció su casa en Menlo Park, y también un laboratorio de investigación, de hecho, fue el primer la

Marcos Pueyrredon y Darío Schilman sobre eCommerce B2B y los dasafíos 2020. CON MÁS DE 350 ASISTENTES SE REALIZÓ POR PRIMERA VEZ EN ARGENTINA EL ECOMMERCE IMMERSION INDUSTRIAS 4.0 La jornada estuvo enfocada en el desarrollo de los modelos de negocios Direct to Consumer D2C , Business to Business B2B y Omnicanalidad. Además se presentaron los desafíos de la industria para los próximos años.

En este episodio de LÍDERES Podcast, Lucas López, Vicepresidente de Marketing del Grupo Familia, nos comparte en esta entrevista las expectativas que tiene la compañía con su nuevo canal de Ecommerce B2B, cómo podemos reinventarnos y empoderar a los equipos para implementar exitosos procesos de transformación digital y cómo hoy le apuestan a crear ”Marcas 2.0”, marcas con propósito.

En este episodio entrevistamos a Joshua Ivars, CEO y fundador de la Tienda del Apicultor, con quien hablamos de eCommerce de Nicho, eCommerce B2B y algunas peculiaridades de su negocio de venta online.Hoy vamos a hablar de abejas. Y no, no me refiero a abejas robóticas, mini-drones en forma de abejas, o algún tipo de bug informático que se haya llamado abeja, hoy nos vamos a centrar en estos insectos, gracias a la entrevista que hemos hecho a Joshua Ivars, fundador de La Tienda del Apicultor, un eCommerce B2B centrado en proveer material apícola a profesionales y aficionados a este tan fascinante mundo.Teniendo en cuenta la temática del día, y también suponiendo (porque así era en mi caso), que no conocéis muy de cerca el mundo de las abejas y la apicultura, voy a dedicar unos pocos minutos a hacer un repaso básico a lo que supone la apicultura en España y Europa, de forma que podamos comprender la magnitud de este mercado. No es que sea necesario concoer este mercado para disfrutar de la entrevista que os traemos, ni mucho menos, pero si trato de ofrecer un mayor contexto para los oyentes más curiosos.En la Unión Europea hay alrededor de 600.000 apicultores y 17 millones de colmenas. Éstos generan 250.000 toneladas de miel cada año, lo que sitúa a la Unión como el segundo productor mundial de este edulcorante después de China. España, Rumanía y Hungría, según un estudio de la Comisión Europea, fueron los países de la UE que más miel produjeron en

En este episodio entrevistamos a Joshua Ivars, CEO y fundador de la Tienda del Apicultor, con quien hablamos de eCommerce de Nicho, eCommerce B2B y algunas peculiaridades de su negocio de venta online. Hoy vamos a hablar de abejas. Y no, no me refiero a abejas robóticas, mini-drones en forma de abejas, o algún tipo […]

In this episode of Your call to action, I am joined by LinkedIn networking guru, William Koo. William shares his tips on how to market your business from a B2B perspective using social media. We also talk about the power of Facebook Groups, how to position your product to your customers, online and offline selling for ecommerce businesses and much more!

El ecommerce B2B, o comercio electrónico negocio a negocio, hace referencia a las transacciones online realizadas entre empresas. No es exclusivo de proveedores de insumos o materias primas y aplica a cualquier empresa que venda a otras compañías, tales como clientes finales, distribuidores, mayoristas o comerciantes al detal. En este episodio estuve conversando con la consultora Gloria Gaester acerca de las ventajas del comercio electrónico B2B, así como los factores críticos del éxito para implementarlo.

En este episodio entrevistamos a Ramón Martínez, fundador y CEO de Dentaltix, un eCommerce B2B centrado en la venta de productos de odontología que nació hace apenas unos añitos y ahora es lider en venta de productos de este tipo en el canal online y cuenta con más de 20 empleados. Dentaltix es también un ejemplo de eCommerce rentable que ha ido creciendo de una forma muy lean y en base a sus clientes.Conocí a Ramón hace ya unos añitos, cuando estaban dando el salto de Dentared (su primer proyecto, una red social de odontólogos) a Dentaltix, el eCommerce que plantearon como forma de monetizar los usuarios que tenían en la red social. Dentaltix es un ejemplo de que sigue habiendo nichos en eCommerce, del espacio que existe todavía en el eCommerce B2B y también de que se pueden (y muchas veces deben) construir proyectos de venta online que sean rentables desde el minuto 0. También es un  ejemplo de visión a largo plazo, y en definitiva una historia y vivencias dignas de ser compartidas en este podcast Índice del episodio00:30Bienvenida y presentación del episodio 54  por parte de José Carlos Cortizo. Os recordamos que tenemos un concurso activo durante Julio. Si quieres ganar el libro «Todo lo que querías saber sobre bitcoin, criptomonedas y blockchain: y no te atrevías a preguntar» de Carlos Domingo, ponednos una review en iTunes y suscribíos a nuestra newsletter

En este episodio entrevistamos a Ramón Martínez, fundador y CEO de Dentaltix, un eCommerce B2B centrado en la venta de productos de odontología que nació hace apenas unos añitos y ahora es lider en venta de productos de este tipo en el canal online y cuenta con más de 20 empleados. Dentaltix es también un […]

En este episodio especial hablamos de eCommerce B2B y contamos con la participación de Roberto González Vaquero (CIO de Beer&Food, Heineken España), Juan Manuel Hermoso (Director de Motivait), Pablo Renaud (Director de Estrategia eCommerce de Ebolution) y José Carlos Cortizo (Co-fundador y CMO de BrainSINS).El eCommerce B2B es el gran «tapado» del sector del eCommerce, ya que en Estados Unidos mueve muchísimo más dinero ya que el eCommerce B2C pero como por idiosincrasia tiene una menor visibilidad, parece que no existe. En España el desarrollo del eCommerce B2B está despegando de forma muy fuerte y cada vez más empresas B2B corren por estar preparados para atender a sus clientes de forma electrónica. Por un lado son algunos compradores los que ya quieren comprar sin intervención de un comercial, y por otro lado el ahorro de costes y optimización de procesos que permiten los procesos de venta online son un beneficio que cualquier empresa B2B quiere incorporar en su ADN.Este episodio ha sido grabado en el evento «Coffee Ecommerce» organizado por Ebolution, una empresa especializada en eCommerce B2B y que han tenido la amabilidad de facilitarnos muchísimo la grabación y permitirnos trasladar los contenidos que vivimos en este desayuno cargado de contenidos interesantes a nuestra audiencia. Desde aquí damos mil gracias a todo el equipo de Ebolution.Índice del episodio00:30Bienvenida y

En este episodio especial hablamos de eCommerce B2B y contamos con la participación de Roberto González Vaquero (CIO de Beer&Food, Heineken España), Juan Manuel Hermoso (Director de Motivait), Pablo Renaud (Director de Estrategia eCommerce de Ebolution) y José Carlos Cortizo (Co-fundador y CMO de BrainSINS). El eCommerce B2B es el gran «tapado» del sector del eCommerce, […]