The document discusses the digital future of business-to-business (B2B) companies. It provides models, best practices, and solutions for how companies can utilize digital tools and strategies. Specifically, it examines the use of online marketing, social media, email marketing, content marketing, e-commerce platforms, mobile technologies, and more. It also analyzes trends in B2B and different business models companies can adopt in their digital evolution.

1. #B2B2016
#B2B2016
THE DIGITAL FUTURE OF
BUSINESS BETWEEN COMPANIES
ModelS, best practiceS AND SOLUTIONS FOR B2B
COMPANIES
First Edition
t

2. #B2B2016
industries
Aerospace
Automotive
Chemicals
Communication & Media
Construction & Trade
Education
Energy & Utilities
Engineering
Financial Services
Food & Drink
Government & Public Sector
Healthcare
IT & Technology
Manufacturing & Industrial
Oil & Gas
Paper, Print & Packaging
Professional & Comm. Services
Retail & Consumer
Telecommunications
Trasports & Logistics
S
7
G
a
!
J
:
é
Y i
#

3. #B2B2016
THE DIGITAL FUTURE OF B2B
Online Marketing
Lead Generation
Social Media
Email Marketing
Content Marketing
BRAND
E-commerce B2B
Marketplace B2B
Role of agents
Integration & digitalization
Mobile B2B
sales
Company areas and
digitalization
Electronic invoice
Dematerialisation of documents
ORGANIZation
Contact & loyalty
relation

4. #B2B2016

5. #B2B2016
ONLINE brand promotion B2B
FULLY
DEVELOPED
PARTIALLY
DEVELOPED
NOT
DEVELOPED
36% 40% 24%
✔ ✖ A

6. #B2B2016
MARKETING B2B
119 €
ACQUISITION
COSTS
19%
SEO
14%
KEYWORD
ADV
13,5%
EVENTS &
TRADESHOWS13%
EMAIL
12%
CATALOGUES &
PRINTED MATERIALS
10%
SPONSORSHIPS &
AFFILIATIONS
7%
SOCIAL MEDIA
3%
DISPLAY ADV
2,5%
DIGITAL CONTENT
2% PR
1% TV/RADIO/
PRESS
OTHER
3%
s
✉
B
É
0
:
h
a
W
F

7. #B2B2016
LEAD GENERATION
Display adv
Digital content
Catalogues
PR
Tv/Radio/Press
Sponsorships & aff.
SEO
Social Media
Keyword Adv
Events & Tradeshows
Email
s
0
✉ 55%
45%
42%
37%
35%
29%
27%
25%
15%
5%
5%
É
:
B
h
a
W

8. #B2B2016
EMAIL MARKETING
Display adv
Contenuti digitali
Cataloghi
PR
Tv/Radio/Stampa
Sponsorizzazioni & aff.
SEO
Social Media
Keyword Adv
Eventi & Fiere
Email ✉ 55%
45%
35%
29%
27%
25%
55%
EMAIL MARKETING IS EFFECTIVE
TO GENERATE LEADS
[
OF MARKETERS THINK EMAIL
MARKETING IS FUNDAMENTAL
FOR THEIR BUSINESS1
[
73% § MEDIUM-LONG TERM
STraTEGY
§ INFORMATIVE Call to
action
§ RELATED TO PURCHASE
JOURNEY
✉ Email marketing
content
1 Fonte: Salesforce, 2015

9. #B2B2016
SOCIAL MEDIA
SATISFACTORY DIFFICULT UNSATISFACTORY
24% 59% 17%
8 8 ?
Social media have low
impact on sales or they
are not relevant for our
business
We found the activities
which increase sales
and are relevant for our
business
Social media impact on
sales is difficult to
measure

10. #B2B2016
SOCIAL MEDIA effectiveness
LinkedIn Facebook YouTube Twitter Instagram Pinterest Google + Flickr Foursquare Other
F >
• •
very
effective
Fairly
effective
42%
37% 37%
21%
16%
5%
0% 0% 0%0%t

11. #B2B2016
SOCIAL MEDIA: INVESTments
Maintain
same
investment
No
investment
Decrease
investment
Increase
investment
37%
"
43%
↑
18% Ë
2%↓
F

12. #B2B2016
CONTENT MARKETING
SOCIAL MEDIA
CONTENT
CONTENT MARKETING IS KEY TO TURN LEADS INTO SALES.
WEBSITE
CONTENT
WEBINAR MICRO
WEBSITES
SOME EXAMPLES OF B2B MARKETNG CONTENT:a
a
7 i ✔ @

13. #B2B2016

14. #B2B2016
SALES CHANNELS
WEBSITE MOBILE SITE
& APP
MARKETpLACE SALES
AGENTS
WHOLESALE &
DISTRIBUTORS
DIRECT
SALES
E-
PROCUREMENT
7
8
6
5
! i
X
Y
Ä

15. #B2B2016
E-commerce b2b
7 i
SHOPPING
EXPERIENCE
EASY
NAVIGATION
CATALOGUE
ORGANIZATION
DETAILED PRODUCTS
DESCRIPTIONS
EFFECTIVE MANAGEMENT
OF USER’S ACCOUNT
FREQUENT
UPDATES
FEATURES OF THE BEST B2B e-commerce WEBSITES:
✔
✔
✔
✔
✔
✔
✔

16. #B2B2016
SALES ON marketplaceS
✔
✖
36%
SELL ON
marketplaceS
64%
DON’T SELL ON
MARKETPLACES
Ä

17. #B2B2016
ONLINE SALES: FACTORS
Product
configuration
Payment methods
Support during
shopping
Design and usability
Convenient price
Product
presentation 67%
46%
40%
31%
15%
17%
$
p
Ø
7
%

18. #B2B2016
Channel conflicts
There is an actual
conflict between
channels
Channel
conflicts are
present
The conflict between
channels is not relevant
Channel
conflicts are
not relevant
There is no
conflict
between sales
channels
45%
Channel
conflicts
Are not present
33%
22%
31%
CHANNEL CONFLICTS
HAVE BLOCKED OR
SLOWED DOWN THE
ACTIVATION OF
E-COMMERCE
[

19. #B2B2016
MOBILE b2b
65 LEAD GENERATION
SUPPORT TO
AGENTS
SALE OF
ADDITIONAL
SERVICES
AFTER
PURCHASE
ASSISTANCE
OTHER
63%
53% 21%
18%
15%

20. #B2B2016
MOBILE b2b: INVESTMENTS
MAINTAIN SAME
INVESTMENT
NO
INVESTMENT
INCREASE
INVESTMENT
35%
"
48%
↑
17%
Ë
5
6
DECREASE
INVESTMENT
0%↓

21. #B2B2016

22. #B2B2016
CONTACT TOOLS
Email & DeM
89%
41%
PHONE
✉
! 41%
AGENTS
11%
OTHER
PROMO &
DISCOUNTS
37%
11%
MAIL
5%
5
0
✉

23. #B2B2016

24. #B2B2016
ORGANIZATION: IMPACT OF DIGITAL
22%
i
78%
SALES
ORDER
MANAG.
10%
ACCONTING
11%
logisticS
#
11%
Customer
Service
67%
MARKETING
0
6%
CATALOGUE
MANAGEMENT
g
0
&

25. #B2B2016

26. #B2B2016
B2B trendS
E-commerce
& self
service
B2B SALES WILL
MOVE TO
ONLINE
CHANNELS
AND TO SELF
SERVICE
MODELS
b2B copiES
FROM B2C
B2B COPIES
B2C BEST
PRACTICES
Marketing
automation
WILL ALLOW A
BETTER
CUSTOMER
PROFILATION
AND
COMMUNICA-
TION
Geo-
location
SMARTPHONE
LOCATION
FOR BOTH
SELLERS AND
CLIENTS
Content
consistency
CONTENT
CONSISTENCY
THROUGH
DIFFERENT
CHANNELS
AND
TOUCHPOINTS
7 i B2C
s X
Y 0 o 5 a

27. #B2B2016
DIGITAL EVOLUTION OF B2B
OPPORTUNITIES
DIGITAL
EVOLUTION
CRM
Lead
generation
PROCESS
EFFICIENCY
DIGITAL TOOLS
FOR AGENTS
5
6
EXPANSIONS TO
NEW MARKETS
Y
Disintermedia-
tion
RELATION WITH
FINAL CUSTOMER
Automation of
services
New BUSINESS
& innovation
g
RESERVED
WEB AREAS7
ħ ONLINE SALES
B2B
i 7
V
ONLINE BRAND
DEVELOPMENT9
.
j
CONTENT & SOCIAL
MARKETING
ļ é
Ĵ
d

28. #B2B2016

29. #B2B2016
BUSINESS models
Resale
Product or service
sold by the
distribution chain
SUPPORT COMPONENT
Product or service
given to companies
to improve their
work
Product or service
integrated in a
product that is
sold to the final
customer
modelfocusfuture
Margin
saleability
expertise
price
Innovation
price
the producer must
encourage the
final customer to
choose the
product and get
the control of the
relation
KEEP THE EXPERTISE
AND Tie the relation
WITH client
companies
NOT TO get CRUShed
by THE CHAIN, for
example by
ENHANCING THE
COMPONENT TO THE
final CUSTOMER
a X

30. #B2B2016
Mainly towards
b2c customers.
B2b only inside
the distributors’
channel.
Towards B2b
only.
Towards B2B.
In some cases (ex.
Goretex, intel) to
final customers
too.
a X Resale
model
Support
model
Component
model
0

31. #B2B2016
Focus on b2c Focus on b2b Focus on b2b
a X Resale
model
Support
model
Component
model
a

32. #B2B2016
easily accessible
distribution
chain. Some
operators
provide the final
customer lead
service to the
distributor.
large number of
companies to
contact. identify
people in the
company that
can make the
purchase
decision.
CUSTOMERS search
PROACTIVEly.
ENSURE THAT THE
BRAND AND
PRODUCTS ARE EASY
TO FIND.
a X Resale
model
Support
model
Component
model

33. #B2B2016
Systems to
improve
negotiations (ex.
Esprinet) or
support the sale
of complex
solutions
Systems to
present the
product or
services and
integrate it into
the final
customer’s needs
Systems for the
optimal
integration or the
definition of the
exact
specifications for
the client
a X Resale
model
Support
model
Component
model

34. #B2B2016
Automate
buybacks to
improve
distributor’s
margin.
If you sell in
multiple
countries with
different prices
distributors
could start
selling online in
other countries.
Provide
information
about the
product or
service to turn
leads into sales.
Provide
assistance and
focus on the
long term to
maintain existing
customers.
The first sale is
complex, but the
following ones
can be automated.
online buyback
improves margins
or the possible
discount.
a X Resale
model
Support
model
Component
model
7 i

35. #B2B2016
The online
warranty
extension or the
sale of spare
parts allows to
acquire the final
customer’s
contacts.
No contact No contact
a X Resale
model
Support
model
Component
model
g

36. #B2B2016
Download the reports
www.casaleggio.it
Linkedin group
E-commerce in italy
FacebooK
facebook.com/Casaleggio.Associati
slideshare
slideshare.net/casaleggioassociati
twitter
@casaleggio
linkedin
Linkedin.com/company/casaleggio-associati
F
t
Consultancy for the definition of the online strategy
strategia@casaleggio.it

37. #B2B2016
#B2B2016
The digital future of
business between companies
Models, best practices and solutions for b2b
companies
t
www.casaleggio.it/en/b2b