The People of B2B and
Digital Transformation
Insite Software eBook
Customers are buying differently but many manufacturers and distributors
continue to sell the same way. Companies are either ignoring the customer’s
desire to self-serve or are missing the mark by building commerce systems
that cannot accommodate the complexity of B2B processes.
When the roles that are required for complex B2B transactions, like CSRs,
sales and technicians in the field are not supported by technology, frustration
and transactional intensity are the result. Because B2B commerce can never
be entirely self-serve, each and every person involved in the transactions
must have a personalized, real-time view into customer activity.
To onboard your team and customers to digital commerce, it’s important
to understand how eCommerce can benefit every role within digital
transformation. Understanding how things have changed, not only due to
technology, but also because of changes in generational behaviors is the key
to systems that not only launch efficiently but enjoy strong, rapid adoption
from both employees and buyers.
Understanding Customer
Expectations
Introduction
This eBook from Insite Software focuses on how supporting every role within the complex B2B commerce
cycle drives successful digital transformation for manufacturing and distribution companies. 2
3
A successful, hybrid commerce strategy is the key to an
effective digital transformation. In order to see true gains
though, the system must meet the needs of every role in the
complex B2B commerce system. This eBook illustrates how
the right eCommerce platform and strategy can benefit the
roles of the:
• Researcher
• Customer Service Representative
• Field Service Technician
• Buyer
• Accounts Payable Representative
• Salesperson
eCommerce for
The People of B2B
While B2B Researchers often work behind the scenes,
they’re crucial to successful commerce transactions.
Although researchers are still sometimes viewed as
office-bound, desktop users, this characterization is
quickly becoming obsolete and B2B commerce must
adapt.
The way B2B researchers are conducting their work is
changing from a variety of perspectives. Online search
has changed the manner in which most researchers
work in perhaps the most dramatic fashion.
Researcher
Chapter 1
4
A study by Google titled B2B Path to Purchase surveyed more
than 3,000 B2B researchers and found they typically conduct
12 searches on average before going to a specific brand’s site.
Google also found that over a third of B2B researchers search
for a product name or capability, not by looking for a specific
manufacturer or distributor. Nearly half of those surveyed
reported they discovered entirely new brands simply from using
a search engine.
Additionally, generational shifts are changing the manner in
which B2B researchers work. According to the same Google
study, these People of B2B not only regularly use their mobile
devices for search, over a third of them download information
via smartphone or tablet as well, and this trend is rapidly
accelerating. To map a unified B2B commerce system to the
evolving ways B2B researchers are conducting their work, a
B2B commerce system has to handle:
• Search capabilities that the business user can fine tune so
the researcher can get the results they need.
• Sample orders for complex goods that might be
part of a larger industrial environment with customized
specifications.
• Price requests that may need to be aligned with previously
negotiated contracts and procurement arrangements.
• Product information and custom catalog requests specific
to the customer’s unique needs within one specific buying
scenario.
Evolving Work Practices
for the B2B Researcher
5
It’s important to understand that different B2B researchers
have different needs. A researcher looking for finished goods,
for example, will conduct different research than a contractor
needing a part on a jobsite.
Different product research also requires different levels of
information and research. Research needed to find the right
component to repair a furnace will differ widely from the data
required to select a specific medical product.
A heating technician will need specific information about parts sent
directly to their mobile device in real time. While, a subject matter
expert (SME) may be focused on research that helps provide the
statistics needed to support a larger purchase. And a buyer may
have specific criteria that funnels choices into the correct selection.
Increasingly that may even happen via algorithm rather than human
analysis.
6
Varying Needs of
Different Researchers
7
For digital transformation to effect strong increases in
productivity, the following must exist:
• The commerce environment must be easy to navigate
• The mobile component has to have full B2B commerce
capability, not merely be responsive
• Data both requested and generated by the work of the B2B
researcher must be incorporated into the enterprise
When a B2B eCommerce solution supports the basic functions
of B2B research right out of the box, time is available for
customizations that can map to the true buyer’s journey where
this role is concerned.
eCommerce and the
Researcher’s Productivity
Customer service is the hub of the buyer’s journey
and yet it’s a position that can be tough to retain.
Fortunately, this role is one area in which digital
transformation via a strong B2B commerce
environment can even more dramatically improve
task efficiency, boost productivity, and increase job
satisfaction.
Customer Service
Representative
Chapter 2
8
Before eCommerce entered the picture, CSRs were already
dealing with multiple channels including email, phone and fax.
With eCommerce solutions, there are even more channels
including custom portals for channel partners, promotional
landing pages, and online chat. CSRs typically have to
manage all of these points of entry while also dealing with the
challenges of a hybrid commerce solution.
In this new age of the customer we’re expanding not only
the number of ways, but the actual number of touchpoints
that come in on any given day. And our CSRs are expected to
juggle all these contacts, and have the historical contract and
transactional knowledge to solve any problem, at any time. As
channels and orders increase, the transactional intensity also
increases, sometimes exponentially.
eCommerce solutions that don’t have strong B2B capabilities
simply add more channels without connecting any of the
information. In many cases, CSRs don’t have the tools to
manage these requests from a single point of entry.
Transactional Intensity
9
“Without a unified commerce solution, the
CSR must hold up the entire buying cycle
while jumping from system to system. Without
access to real time, correct information, these
problems often create angry customers who
may take their business elsewhere.”
Karie Daudt
VP of Marketing and Customer
Experience, Insite Software
When eCommerce is done right, it relieves the CSR from
managing so many disparate transactions. Multi-tasking
becomes the responsibility of the B2B commerce system
itself. Instead of being left out of the customer experience
conversation, CSRs are acknowledged and incorporated
into the hybrid, omnichannel environment. This is one of the
ways that eCommerce can transform the organization by
creating an opportunity for new processes to emerge.
eCommerce Relieves
Transactional Intensity
10
When the commerce system is fully unified, systems are
integrated so that data is shared in a real time, synchronous
fashion. Just like any role within the B2B buying cycle, CSRs
need a single point of entry from which to view each unique
customer’s transactional history, contracts, and every
important interaction with sales, both online and in person.
Instead of trying to access multiple systems to respond
to customer queries, (which can include tedious tasks like
pouring through long email chains or reviewing manual
spreadsheet orders) strong B2B eCommerce solutions can
present that information readily and accurately through a
single sign on.
A commerce environment that is fully integrated with the
organization’s backend systems like CRM or ERP can extract
correct, current data real time. In one Insite case study,
customer service personnel saved more than 10 hours per
week once the system took over these low value functions.
And that’s just one example.
Creating a unified commerce environment, and a customer
experience that can be connected whether they’re
dealing with the brand digitally or in person, means that
problems can be resolved more quickly and efficiently.
Transactional intensity is managed no matter how complex
the omnichannel. Most importantly, customer service
representatives are valued and supported by a strong B2B
commerce solution that increases their job satisfaction, and
ultimately the company’s bottom line.
Integration with
Backend Systems
11
Like the customer service representatives, field service
technicians are often overlooked when it comes to
implementing eCommerce initiatives. However, they
have a lot to gain from a unified commerce strategy.
Field service technicians often experience losses to
productivity in the course of doing their jobs. The
amount of time it takes to diagnose and fix a problem
is often multiplied exponentially by the effort to identify,
locate and order the necessary materials. In addition,
pricing contracts and procurement processes often
need to be validated before moving forward to resolve
a ticket.
Field Service
Representative
Chapter 3
12
Because the tech works mainly onsite at a customer location
it’s important to have a robust mobile experience that can
handle complex information and ordering needs. Unfortunately,
many eCommerce initiatives view mobile as just an extension
of a responsive website. When the mobile strategy stops
here, it is often the field service technician who is left with a
cumbersome website, multiple portals, and often an ordering
process that fails to recognize their unique needs.
A unified B2B commerce solution should deliver a fully
functional native mobile app that provides at a minimum:
• User-specific product catalog
• Pricing searches and recommendations
• Product searches and recommendations
• Re-ordering capabilities
• A user experience that mirrors the buying journey
• Thumbprint login
• Photo searchability
• Barcode scanning
• Voice-to-text capabilities
Extending critical information to the app itself, not just
through a responsive site, enables greater productivity and
efficiency for field personnel and drives higher adoption and
engagement. The technology exists and it’s not as expensive
as one might think – the Insite solution, for example, includes
a customizable native app at a fraction of the cost it would
take to build a custom mobile solution. It’s easy to visualize
examples of how this might work.
Accelerating Productivity
with Mobile
13
It’s easy to see how a strong mobile experience designed with the
tech in mind can make their job easier. A rich mobile experience
allows techs to avoid searching through giant databases of
information for parts numbers or flipping through a print catalog
because the search takes too long. It means fewer phone calls
and makes it easier to place orders.
It’s not just productivity that increases when the eCommerce
solution supports the field service tech. A good mobile experience
can provide alerts that identify when a warranty might be nearing
expiration, so the tech can suggest a renewal.
Or, equipment information can include notices that indicate when
additional maintenance is needed. The field service tech can
suggest this activity be done now, while they’re on site. Needs
like these that are identified in real time, can often convert into
additional sales (not to mention stronger customer service.)
14
Mobile does more than
Boost Productivity
Integration with
Backend Systems
Empowerment
Leads to Success
Of course, success is only possible when the native app is fully
integrated with data from backend systems. When designing
a fully unified B2B commerce environment, it’s vital that field
service technicians have a real time view into all the information
they need, from custom catalogs, to warranty information, to
transactional histories, to customer agreements and pricing
policies.
Field service techs can be empowered by a robust mobile
experience by eliminating phone calls to the office, finding parts
information with robust search mechanisms and ordering with
just one click. When techs are empowered it leads to more
satisfied customers and even more sales. Focusing on the role
of the field service technician is one way to increase productivity
and increase post-purchase sales.
15
Thus far we’ve discussed how the roles that
support the buying journey can benefit from digital
transformation. Now we’ll go straight to the heart of
the customer experience to the role of the buyer. We
define the buyer as the person placing the order from a
manufacturer or distributor.
Buyer
Chapter 4
16
One distinction that B2C eCommerce vendors often get wrong
when it comes to B2B commerce is that although B2B buyers are
always buying, they’re not usually shopping. In some cases, the
item being purchased is not complex, say for example janitorial
supplies. In this scenario the buyer may be empowered to
shop for the best price. But for the most part, the B2B buyer is
purchasing something they were instructed to buy. The task of
finding and researching solutions has already been performed
by the B2B researcher, and procurement has likely already
determined the contractual and pricing terms of the purchase.
B2B Buying
is not Shopping
“For the B2B buyer, a digital commerce
experience will have the most benefit when it
can map to processes that will improve their
productivity and allow them to execute their
tasks in the most efficient manner possible.”
Jon Greene
SVP Customer and Partner Success,
Insite Software
17
When the strategy is designed by those who truly understand B2B commerce, hidden productivity “boosts” emerge for the buyer.
Productivity Boosts
List Management
This component can reduce the time it takes for a customer to
buy from a manufacturer or distributor. Researchers can create
lists for buyers so they are aware of the items already approved
for purchase. Plus adding lists to the workflow, especially when
multiple buyers are involved, can accelerate the purchase by
applying business rules like contract vendors, location and other
factors that may impact the total purchase.
PunchOut
B2B buyers often use a web-based application or PunchOut catalog
to browse items and purchase them directly online. The ability
to place orders through the commerce system via a customized
catalog, but automatically integrate that order information with
the ERP system streamlines the buying process without losing
important real-time order and tracking data.
Reordering Capability
The ability to easily re-order – the “rebuy” if you will – is critical
to improving efficiency. So much of the B2B buyer’s job is not
about placing new orders, it’s about re-ordering items from a
manufacturer or distributor. This could include parts regularly used
to manufacture automobiles on the assembly line, or plumbing
supplies that field technicians frequently need in stock. A strong
B2B eCommerce solution gives the B2B buyer the ability to reorder
varying quantities of the same item quickly and efficiently.
Highly
Connectable
Configurable
& Customizable
Secure
Environment
No More
Upgrades
User Specific
Content
Complex
Pricing
Extendable
Highly
Connectable
Configurable
& Customizable
Secure
Environment
No More
Upgrades
User Specific
Content
Complex
Pricing
Extendable
18
“As the generational shift occurs it’s important to
reinforce the need for the omnichannel to support not
just sales, but buying as well. With the right eCommerce
platform, information otherwise spread across disparate
systems becomes shared, not siloed and B2B buyers
can find the information they are looking for quickly and
efficiently. Whether it’s through a digital channel, working
with a salesperson, or through new emerging touch
points, B2B buying requires a world class experience.
Steve Shaffer
CEO, Insite Software
Highly
Connectable
Configurable
& Customizable
Secure
Environment
No More
Upgrades
User Specific
Content
Complex
Pricing
Extendable
Multiple Buyers
A B2B buying scenario often involves multiple buyers. You may
have a buyer who can initiate an order, but does not have the
ability to approve purchases. Another buyer may approve the
purchases, but is not involved in the actual buying transaction.
Different buyers may purchase different items, and may even use
different channels to initiate that order, from sending an email to
using an app on their mobile device.
For that reason, buyers need to see information that is specific
to them, from their approval authority to the business divisions
or groups they buy for. B2B commerce differs widely from B2C
eCommerce in this area, as buyers need to see custom catalogs
that include only the products that are relevant to them, at
customer-specific prices. The best user experience in the world
will hold little value if the B2B eCommerce solution doesn’t
provide a buying environment that is customized for that specific
buyers’ needs, from products to pricing, and all the tools that
support the order process.
19
B2B commerce doesn’t end once the purchase
is complete, and in fact the accounts payable
representative often faces a rather burdensome set of
tasks.
Accounts Payable
Representative
Chapter 5
20
Unlike B2C scenarios, there are a tremendous number of
variables within B2B commerce, not to mention seemingly
endless payment scenarios.
For example, prices may vary depending on the customer,
or fluctuate even within a customer based on the size of the
order. Payment mechanisms differ as well, from credit card
payments that carry a surcharge, to invoices with varying
payment agreements. The accounts payable rep must not only
understand all of the variables associated to each customer’s
unique contract terms, they must ensure the customer is
adhering to them. Add cross-border payments to the mix (or
even blockchain) and things get even more complicated.
A strong B2B solution has to accommodate all of these
scenarios and incorporate complex, custom business rules for
payment and payment approvals. When the system can handle
this type of variation, the role of accounts payable becomes
much easier.
Paying is Equally as
Complex as Buying
21
A strong B2B commerce system increases the productivity of
each role within the buying cycle, and it’s important not to ignore
the tasks that happen during the post-purchase section of that
cycle.
For people within the accounts payable department, and within
accounting as a whole for that matter, the complexities of
B2B are magnified exponentially not just due to contractual
complexities, but because of the different logistics involved.
Accounts payable is often at the intersection of eCommerce and
the entire supply chain mechanism, particularly for distributors.
Returns, shipping and handling, and multiple delivery locations
can all add another layer of detail to an already complex payment
scenario.
For that reason, B2B solutions that can handle customization
by customer, and don’t need to be modified substantially to
accommodate unique processes, are particularly helpful in
reducing task times and increasing efficiency for accounts
payable representatives.
The Impact of
Supply Chain
22
Backend Integration
is Key to Productivity
Strong B2B commerce solutions rely heavily on smooth
integration with backend systems. Accounts payable reps must
have synchronous communication between the ERP, multiple
accounting systems, customer portals and the eCommerce
solution. This may include the need for real time calls to validate
pricing, terms, and logistics like delivery. The ability to have this
information updated and available within the system at any time
without checking multiple contracts (or spreadsheets) is an
enormous boost to productivity.
In many cases it’s the accounting department that sees the most
increase in productivity when the right eCommerce solution
is implemented. The ability to access and pay invoices online,
with the system providing all the updates to backend systems
and reporting, can represent a massive improvement for many
organizations bogged down by manual checks and balances in
the accounts payable department.
23
In 2015 analyst firm Forrester caused a stir by
predicting the “death of the B2B salesperson.” Although
a new report two years later tempered that prediction,
B2B salespeople sometimes still view eCommerce as
their competition. This is usually due to a disconnect
between eCommerce systems, and companies’ overall
digital transformation strategies.
Salesperson
Chapter 6
24
Digital Commerce
Transforms Sales Roles
Viewing eCommerce as
Competition
We often see statistics that show less than 15% of new
eCommerce systems are meeting their goals, and the problem is
usually the lack of customers’ adoption into the new system.
The sales team is usually tasked with introducing and inviting
customers into the new digital buying experience. When they feel
that eCommerce is the “competition” or that “their” customers
will have a bad experience, sales may be reluctant to encourage
adoption of the new online paradigm. B2B sales does not become
irrelevant when eCommerce is introduced. However, the role is
certainly transformed in more ways than one.
Successful eCommerce initiatives will transform the sales role by:
• Freeing sales people from low-value tasks like order taking
• Empowering sales people to provide consultative expertise to
customers
• Giving sales people more time to guide customers to the right
buying decisions
• Removing sales people from re-ordering tasks or simple
purchases
• Providing a holistic view of customer details due to a fully
unified commerce environment
• Providing real-time information through synchronous data
25
It’s important to remember that sales needs to be considered
throughout the entire commerce cycle. When sales is brought into
the planning phase in terms of digital transformation strategy,
the role of the sales representative can evolve to dive much more
deeply into true business development. Sales can spend their
time building strategic relationships with customers where the
ROI makes sense to do so.
In a truly unified B2B eCommerce environment, the role of sales
doesn’t disappear at all. In fact, in an ideal world this role is
elevated to that of a consultative business advisor. Manufacturers
and distributors need to be ready for this change not only by
including sales in the planning process, but with a commerce
environment that keeps them apprised of all the activity occurring
within the customer buying cycle, whether it’s happening directly
or within a digital transaction.
26
Sales in the
Commerce Cycle
27
Beyond meeting the transformed needs of the customer,
organizations must face the fact that to achieve real gains
in terms of digital transformation, they must also meet the
needs of every role involved in the complex B2B commerce
cycle.
From the field service technician to the B2B buyer, every
role in the complicated B2B buying cycle can be positively
impacted by eCommerce that goes beyond a website.
Concluding Remarks
Insite Software powers unified commerce experiences for manufacturers and distributors that bring together commerce, channels,
content and data to drive better B2B buyer and B2C user experiences and higher sales. Insite Software has been Built for B2B™ since
its inception. Insite is focused exclusively on manufacturing and distribution. With more native B2B functionality than any other
platform in the marketplace, InsiteCommerce® is the first choice for many manufacturers and distributors and has been named a
leading eCommerce platform by analysts like Forrester. Our software is fully integrated with leading ERP, PIM, CRM and Web Content
Management systems, and is flexibly deployed in the cloud.
We believe eCommerce is more than a website. It goes beyond commerce. It’s about transforming your business and driving real
results. Insite makes it easier for your customers to do business with you, and empowers your team for higher efficiency.
About Insite
28
The People of B2B and Digital Transformation
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