Marketing your B2B Commerce Portal the right way

The B2B segment of e-commerce is huge, encouraged by the growing revenue share.

There has been a massive increase in the adoption of B2B e-commerce among various industries. B2B e-commerce is projected to hit $1.2 trillion in the United States alone by 2021.

Implementing a B2B portal, however, can be intimidating. From deciding the implementation process to changing data structures and measuring success, developing a thoughtful, strategic plan for your B2B portal is critical.

Here’s how to prep your B2B portal for a smooth transition:

Maintain Your B2B Portal Data

In the world of B2B, buying experience is often highly personalized. Your customers buy at specific prices, have access to specific products, and have particular shipping and payment preferences.

  1. Upload your customer list on the B2B portal before you start accepting online orders.
  2. Maintain catalogs that include product images to enable easy product identification when reordering and to provide a helpful visual reference when exploring new products.
  3. Keep your inventories updated as many brands find it useful to provide customers with inventory levels within the order interface.
  4. Enable your customers to view order history allowing them to quickly duplicate past orders for fast, convenient reordering.

If your B2B portal is up-to-date, accurate and comprehensive at all times, it increases the ability to drive return business. This all leads to fewer customer service calls and emails.

Drive Retailer Adoption of Your B2B Portal

Driving customers to place orders online is the next step once your B2B portal is up and running. For this to happen you first need to maximize customer registration and initial adoption.

  1. Drive awareness via email marketing campaigns, lucid navigation to your portal, and customer-faced referral communications. Also, include a mailer in product shipments.
  2. Incentivize your customers to use the B2B portal by running promotions. Also, have on-hand customer service ready to train customers.

Maximize the Marketing Potential of Your B2B Portal

Now that your B2B portal is up and running with accurate data and a captive audience placing orders, it’s time you realize the full potential of your portal. For starters:

  1. Make your B2B e-commerce portal the landing page for all your email marketing campaigns.
  2. Upload helpful assets and images on your B2B portal.
  3. Run targeted messaging at specific customer segments.‍

Measure B2B Portal Performance

Measuring the performance of the portal to gauge what’s working and what isn’t is equally important. Key KPIs you need to look for include:

  1. Total sales
  2. Adoption rates
  3. Average order value
  4. Order frequency

Final Thoughts

To maximize ROI on your B2B portal and ensure a lasting impact on your overall engagement, you need to support the right internal stakeholders, prioritize awareness and adoption, and create a captivating incentive structure.