The Hard Truth About B2B eCommerce

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Kathleen Booth has been in B2B for two decades now and has been in both the agency and SaaS world for many years. Recently she has been specializing in coupons and the problems with pricing, coupon cannibalization, and other issues around pricing at Clean.io. We discuss the complexity of pricing, coupons, and how to implement best practices with things like coupons for B2B eCommerce.

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Adam Goldschmiedt has transformed and rebuilt the Pixafy eCommerce practice to focus on ERP first eCommerce in the B2B space. Their parent company Net@Work had a very strong Sage and ERP practice and offered a unique value to their customers in eCommerce. Adam formed a unique integration product called ErpCommerce that connects SageX3 and Magento so that you can use a modern eCommerce platform like Magento with all the data and functionality you need from your ERP. We discuss the importance of unifying your operations through a strategy like ErpCommerce and how to get more out of your eCommerce business.

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Guy Bauer is the Founder and Creative Director of Umault, an agency that makes wildly creative B2B video marketing campaigns people actually want to watch. Guy has been making commercial videos for over 20 years and is the author of Death to the Corporate Video: A Modern Approach that Works. In this episode, we discuss how B2B companies need to simplify and improve the communication of their brand to stand out. Many companies simply look the same in the B2B space and fail to communicate their unique selling proposition through video, their website copy, or their brand.

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Brett Sinclair has been in B2B eCommerce for a lot of his career and has developed a wide range of understanding of the industry. In doing so he realized education was the key missing link companies needed to get better at eCommerce in the B2B space. He started The B2B eCommerce Association of Australia and has seen tremendous success with companies growing through education and networking with other B2B specialized vendors and experts. We talk all things B2B and how to get over the education hump into important next steps like ensuring your solution is adopted by customers.

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Ofer Yourvexel is an Israeli entrepreneur with decades of technology experience. He founded a company that eventually turned into Pepperi, a B2B eCommerce platform that can also help you with sales reps mobile ordering, and other B2B functions. Ofer found that the B2B eCommerce market lacked a unifying solution that allowed businesses to provide their sales reps a native mobile app solution for taking in-person orders, customer service to take over the phone orders, and a B2B eCommerce platform all tied together via one system. Pepperi is one of the only unified platforms that can do all of these functions with one platform and one unified business logic.

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Ray Grady is a B2B eCommerce veteran with multiple decades working in services and software supporting B2B companies. He has found that automation is key to making B2B companies successful so they can free up their vital employees from mundane order taking tasks and focus on upselling and value-added tasks. Ray has some incredible insight in this podcast on how to optimize and automate orders via three methods, EDI, Conexiom, and B2B eCommerce. This is a must-listen episode if you want to get to the next level!

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In Episode 30 we discuss the future of B2B eCommerce.   What does this mean for businesses going into this new year and a new decade?  We discuss the transformational shift from 2020 to 2030 -- just as we saw for retail from 2010 to 2020, but now for B2B going online.  B2B is lagging retail in eCommerce capabilities because it is more complex and difficult to effectively implement but that excuse will not hold up much longer.  How you are going to transform your operations to digital via digitizing your business practices so that customers can buy online or via EDI and other digital means?  Tune in, we'll let you know!

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Francois Jaffres joins us from Noviland, a new technology company focused on helping businesses source products seamlessly from around the world. Currently, they have over 400 manufacturers in south east Asia and are quickly expanding to other countries. Noviland uses their platform as B2B eCommerce system to enhance the sales process and make it easier for their customers to get products from these manufacturers. We discuss the challenges of B2B versus B2C and why companies are hesitant to adopt technologies to aid their sales teams via eCommerce.

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In episode 28 we have the honor of talking to our guest Mike Jortberg who leads the B2B eCommerce at Slalom, a modern consulting firm focused on strategy, technology, and business transformation. Founded in 2001 and headquartered in Seattle, Slalom has organically grown to over 8,000 employees. Mike has a deep background in Salesforce and CRM technologies and now works with Cloudcraze / Salesforce B2B eCommerce to bring eCommerce to the Salesforce ecosystem. We talk all things B2B and why he has been successful with Salesforce B2B eCommerce as an offering in the space.

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John Cymerman is the CTO and technical leader of Trellis. He has worked on many large B2B projects and has pioneered the integration strategy for Trellis. We discuss in-depth 5 different integration techniques and strategies you can deploy depending on your situation. The five are the traditional batch file / ftp approach, SOAP APIs, Rest APIs, GraphQL, and an iPaaS technology such as Celigo or Dell Boomi. There are many ways to approach an integration and that's why its so critical to architect the right approach before beginning an integration project.

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