Why your CMO should be in Charge of your B2B eCommerce Strategy

January 27, 2015

Historically, a company’s IT department has taken charge of the company’s B2B eCommerce strategy – everything from it’s implementation to its integration to the strategy around what products should be sold on the site, where, to whom, and how. With the rise of content marketing and the importance of having your end user’s behavior at the forefront of your strategy, marketing departments are slowly becoming an increasingly important part of their companies’ B2B eCommerce development strategies.

As the younger generation of buyers rises to the ranks, even B2B companies are finding they need to adjust their product marketing strategies to appease the B2C-like shopping behaviors of these buyers. According to Internet Retailer, 83% of B2B survey respondents in a recent survey reported seeing a supplier’s web site as the most popular channel for conducting research before a purchase. But on the other end of things, only 37% of procurement managers at those B2B companies were satisfied with the current level of information on B2B eCommerce sites.

There’s a big gap here in the work being done internally to support the purchasing needs of buyers.

That’s where the Marketing team can step in.

As marketing departments’ budgets continue to grow in 2015, put some onus on them to develop a strong marketing strategy and customer experience for your B2B eCommerce solution. If you’re looking for a place to start, make sure your marketing strategy (and thus your eCommerce solution) includes these 2 simple improvements in 2015:

1. Search:

Everyone knows how important a strong search marketing strategy is in B2C eCommerce.  But what about B2B? According to Internet Retailer, 77% of B2B buyers begin their product search on Google. Because they are shopping around more than ever, it’s important to adjust your strategy accordingly to meet them where they are at. Take advantage of SEO best practices to improve your search rankings. Start by updating your product descriptions, URLs (create a custom URL for your business, for example), and pages. Make sure they include key words that your audience might be searching for when doing product comparisons.

2. Product Content:

Boost your ability to sell your B2B buyers on your products by improving the content on your eCommerce platform. Enhance your product content by considering any of the following:

  • Embed videos into product descriptions to increase engagement and understanding of your products.
  • Incorporate comments or rating capabilities to boost user reviews.
  • Create specialized product page templates that make it easier for buyers to make a decision about the products they are considering.
  • Integrate a Help Desk widget that allows your buyers to ask questions and get answers instantaneously, decreasing the time it takes for them to make a purchase.

If your marketing team isn’t already engaged in your B2B eCommerce strategy, it’s time to get them involved. Their involvement and understanding of your consumers’ behaviors and needs will help improve the type of site you run, and the amount of revenue you bring in this year.