Paweł Preneta, Project Manager / Congress of IT Professionals 2014 | 2 X 2014
Is a business client worse?
Why B2B should learn from B2C
Some facts
B2B „open" and „closed" • •
Open B2B allows you to review the offer and purchase without a prior contract Closed B2B is targeted to a limited group of contractors; it is often a co-operation based on a contract
Some facts
How does B2B look like in Poland? małe small
9 16
average
średnie
31
big
32
duże
altogether
ogółem 0
Companies submitting and receiving orders through computer networks in 2012
18
52 11 21 10
20
Receiving orders składające zamówienia
30
40
50
60
Placing orders otrzymujące zamówienia
Maturity of the B2B e-business market in Poland based on the experience in implementing the activity 8.2 POIG 2007- 2013; KPMG Advisory; 2013
Some facts
How looks B2B in Poland? • •
The value of Polish e-business is estimated at 120 bilion 5% of bussines-to-bussines market value In the United States, the share of e-business in B2B is 30% - which is worth $ 600 billion
Some facts
B2B vs. Operational Program - Innovative Economy Status of the implementation of the action 8.2 Number of submitted applications
Amount of submitted applications
Number of concluded contracts
Amount of co-financing
Amount of payments made
Cumulative starting from the beginning actions
9 111
5 203 253 739,20
3 328
1 496 068 167,86
826 228 127,20
in 2013 In the fourth quarter of 2013
2 809 0
2 129 074 837,76 0
1 667 1 143
797 285 605,56 582 767 095,78
443 871 696,55 266 354 883,64
Report on the PAED (The Polish Agency for Enterprise Development )activities in 2013
Some facts
B2B and Operational Program - Innovative Economy 23.60%
Breakdown of projects on account of the amount of eligible expenditure declared by the beneficiaries
20.80%
15.20%
9.90%
8.90% 9.40% 6.50% 3.90% 1.30%
0.30% 0.10%
Maturity of the B2B e-business market in Poland based on the experience in implementing the activity 8.2 POIG 2007- 2013; KPMG Advisory; 2013
Some facts
B2B and Operational Program - Innovative Economy
Fixed assets 11%
11%
12%
65%
2%
Training Środki trwałe Szkolenia Wartości niematerialne i Intangible assets prawne Usługi informatyczne IT services Analizy przygotowawcze i usługi eksperckie Preparatory analysis and expert services
Share of eligible expenditure from different categories in the expenditure declared by the companies
Maturity of the B2B e-business market in Poland based on the experience in implementing the activity 8.2 POIG 2007- 2013; KPMG Advisory; 2013
B2B vs B2C
B2B vs B2C
Important facts about B2B • Sales to business entities, not individual consumers • In B2B people buy because it is their job • Complex decision-making process • A narrower, often limited, audience • A B2B user more often knows what he needs than B2C • Closer relations with buyers
B2B vs B2C
B2B users are also B2C clients
B2B vs B2C
B2B users are also B2C clients 67%
67%
68%
72%
75%
74%
Users who have purchased something online at least once
57% 45% 32%
34%
37%
40%
25%
Internet users Użytkowni cy i nternetu
Internet users 2014; CBOS
Adults in general Ogół doros łych
47%
B2B vs B2C
B2B users are also B2C clients 42% 35%
23%
37% 33%
33%
32%
24%
25% 21%
13%
2% 1%
14%
15% 7%
3%
16%
17%
18%
9%
4% Internet users Użytkowni cy i nternetu
Internet users 2014; CBOS
36%
Adults in general Ogół doros łych
23%
Users who have purchased via the Internet in the last month
B2B vs B2C
B2B users are also B2C clients •
Daily users habits reflect their work
•
They are looking for b2b wholesale platforms that are functionally similar to online stores
B2B vs B2C
Information necessary for B2B users? Informacje o dostawach Delivery information Case studies / Blogi Case studies/ Raporty / reports / blogs
Technical Informacjeinformation techniczne
"Must have" content
37%
38%
38%
Information about prices Informacje o cenach
2014 B2B Web Usability Report, KoMarketing Associates
43%
B2B vs B2C
Information irrelevant to B2B users?
Brak wpływu No influence
Neutral Neutralny
Important butdecydujący not decisive Ważny, ale nie
37%
26%
30%
Big Duży 6%
2014 B2B Web Usability Report, KoMarketing Associates
The impact of social media on buyers’ decision-making process
B2B vs B2C
User B2B ≠customer B2B
B2B vs B2C
Unexplored area? •
Very little usability research in B2B Nielsen 2006, 2012 KoMarketing 2014
That’s it for now about the "open" B2B
B2B vs B2C
Unexplored area? •
Huge advantage of B2C content compared to B2B
•
Existing B2B materials most often concern "open" B2B •
marketing B2B
•
mailing
•
social in B2B
Lessons to do
What can B2B learn from B2C?
Lessons to do
Measurement •
Statistics - Google Analytics can work in B2B
•
Conversion
•
User behaviour
Lessons to do
Utility •
B2B usability is generally lower than B2C
•
Probability of an user encountering an error •
•
Business Applications
37%
•
Consumer Software
23%
•
Business Websites
4%
It is harder to do research
Lessons to do
Utility •
Every B2B user is also a consumer who daily uses services such as Allegro, Empik, Euro.com.pl, Amazon and based on that experience builds its expectations.
•
Such users will not lower their expectations with UX when they come to work.
Lessons to do
Personalization •
B2B users and customers are very well known to us
•
Promotions and recommendations tailored to customers needs
•
Personalized messages
Lessons to do
Communication •
Quality and quantity of user-system communication
•
If a user does not receive the expected information (eg. price, delivery time, order status), they will need assistance
Lessons to do
Human
There is always a human on the other side
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