B2B companies are not much different than B2C brands. They share almost the same marketing principles in different selling platforms and get the same level of revenues from their efforts. It’s completely non-sense that one model holds leverage over the other. However, there are certain limiting factors that can get the sales of these models compromised. Online selling streams need a healthy dose of traffic to expose their products. Similarly, these platforms must have the necessary features to facilitate customers into the buying process. Without paying attention to these aspects, e-commerce cannot flourish whether it is B2B or B2C model you are using. In this article, we will share 4 of the leading B2B Software Brand trends that can help you get maximum sales from your online presence.
1. Mobile technology is not something you should roll your eyes on
This won’t come as a surprise because mobile has already entered the mainstream in several levels. 2016 was the best year so far for this technology to spread its wings and own an essential part in the daily lives of merchants and consumers alike. B2B commerce experience the same surge in mobile users since most retailer buyers use hand held devices such as smartphones and tablets to conduct their buying. According to the latest statistics from Shopify, mobile commerce has become a majority percentage holder against desktop and laptop computers.
Forrester has also confirmed that after revealing that more than 52% B2B buyers now shop for products through their mobile devices than home or office based desktops. When this alarming percentage is using their small screened devices to search, browse and read about your products and services, what does this imply to your ecommerce website? There are two things to learn from this.
- Make your website Mobile Friendly. This can be done by revamping your web design into responsive design so your website can become fast, scalable and usable on smaller screen devices such as smartphones and tablets.
- Devise and implement a mobile marketing strategy specifically targeting mobile buyers. This will help you get latest statistics on chart and improve your website experience according to customer preferences.
2. Online marketplaces are becoming an essential part of B2B commerce
Online market places have becoming a mutual platform for sellers and buyers alike. In other words, B2B eCommerce has taken new paths for maximising e-commerce productivity. The first model is the Direct Model. It is the current model in which customers log in to website and purchase their products from there directly. In the Marketplace model, however, the sellers have to put their goods in the market alongside other sellers. For example, the new marketplace for wholes sellers called Amazon Business and the already existing and booming market place Alibaba.
Marketplaces are not like they used to be anymore. These new hybrid breed of marketplaces now offer software businesses full composure to exercise their selling practices with a favorable environment to wholesale. Such channels facilitate other B2B business to join in and share the exposure. It is a good platform to benefit from competition and growth and get the maximum attention from the consumer. With the advent of the New Year 2017, businesses are already working their marketing and sales strategies to expand their revenues and get the best of the internet. Marketplaces can help business get along with their peers and get the kick they need to initiate their sales especially for startup companies.
3. B2B buyers are prone to spend more online through a multi-channel environment
Imagine yourself strolling in a shopping mall looking for a particular product and you come across multiple stores selling it. Naturally you will be drifted to buy from these stores to get a better experience and learn about their price and quality preferences. This will help you find the right seller and do repeat business with them. Similarly, such tendencies are also common with online B2B buyers. A research from Forrester revealed that buyers who interact with multiple sales channels are likely to spend more compared to those who are exposed to just one. Customers who shop form online wholesale marketplaces are willing to spend more compared to traditional wholesale websites.
But these results had one crucial component that helped gear things into motion. These customers must receive a consistent experience from the seller in all available channels. This means an unfaltering user experience must be granted to customers for ecommerce, telephone or brick and mortar stores. In order to achieve this advantage, an omnichannel sales strategy must be integrated to get the sales from online as well as offline platforms. The software industry is not exempt from the advantages of omnichannel strategies. Software brands that sell online also offer counsel and support services through their physical mediums. The report form Forrester also showed that 60% companies experience increased sales from customer after implementing omnichannel sales strategies to their marketplace presence.
4. Content is now the priority of B2B sales strategy
Content is a defining element between the B2B business and the consumer. Without the proper disposal of content, sales cannot be achieved no matter how popular the website is. Consumers of the generations are thirsty for on point product specs, HD and zoomable images, merchandising guidelines and other important features that a good compelling piece of content must exhibit. With the help of these features, your content can build trust and bring the user into rationalized purchase decision.
Online wholesalers and distributer are hardly seen focusing on this aspect of sales strategy. For Software B2B brand, content is everything. Due to overwhelmed product quantities and weak merchandising policies, content elements often get sidelined. But as we have seen and experienced the new generation of online buyers interact with B2B stores, we are adamant that bad content marketing can affect the sales process more than you have imagined. A report from Content Marketing Institute of 2017 shows that 89% of B2B businesses are now focusing on content marketing strategies. However, only 28% of these B2B brands are getting their content on a mature and sophisticated level that can assure a good sales response from the consumers. By adding a good content marketing mix to your B2B business you can increase your traffic, improve conversions, promote leads and queries, enhance exposure and reach so your revenues never get compromised.
By Simon Walker has more than 7 years of experience in eCommerce industry. He currently works for FMEextensions – a Magento eCommerce development firm, where he has developed several Magento extensions, themes & webshops. He is also consulting businesses to help increase their online exposure and reach. You can reach him on Twitter and Facebook.