The B2B marketing landscape is continuously evolving. The last two years saw a few unprecedented changes and trends in the B2B marketing ecosystem. What trends can we expect in 2023? On a recent Ad Victoriam “Salesforce Simplified” podcast, Paul Slack, founder and CEO of Vende Digital discussed sales and marketing, SEO, and social media trends B2B marketers should watch – and possibly embrace – this year. What follows are some of the highlights of that conversation.

Video is Still King 

“Video,” Paul remarked, “as a way of delivering information, is becoming more and more important. We’re seeing video consumption just on the rise and short video consumption being the biggest form of that. I think we can thank our short attention spans, and maybe TikTok for that, but we all want these short videos. And so, video worked well in 2022. I think it’s going to work extremely well in 2023.” 

From a sales perspective, Paul added, “Video is also a really important tool. So I think the sales reps that were able to send little video messages to their customers, that’s something that if you didn’t try in 2022, I’d recommend that you try in 2023. Think about all the emails that you’re getting, unsolicited emails and things like that. And then every now and then I’d get an email and it’s a little video from a person where they’ve analyzed my website or they’ve got a specific message related to me, and that catches my attention.”

Creating Personalized Content Hubs

Championing the creation of personalized content hubs, Paul shared, “I think the more that you can deliver a message, whether it’s on the sales side or on the marketing side, that makes that recipient of that information think to themselves, ‘Wow, that was for me. That person spent some time sending me this email, delivering me this message on social media,’ whatever the case may be.” 

He added, “And there’s so many tools out there today that can help us really hyper-personalize. And so one thing that I like to bring up is, these personalized content hubs. And I know a lot of businesses are taking advantage of those now, but even into 2023, if you can have a landing page on your website for each of your sales reps and have that be personalized, which you can do with marketing automation and tools like that to where when that visitor… The sales rep drops a link, ‘Hey, check out this content hub I’ve made that’s got all this great information to help you, Mr. Prospect.’ But when they land on it, through marketing automation and personalization, it can look like it’s a customized landing page, not just for the rep, but actually for the prospect.”

Your SEO Initiatives

With an eye toward shoring up SEO initiatives, Paul suggested, “If you did a good job in 2022 of making your website technically sound and loading fast, etc., in 2023 you really need to focus on establishing really awesome content that’s tied to your content pillars where you’re calling out your niche.”

Additionally, Paul said that B2B marketers need to think about when they’re building content for 2023, “We cannot write a blog or an article, or a webpage and hope that we’re going to rank well, because that’s a key phrase that’s important for us. We’ve got to write content that answers the query of the user. So Google’s really looking at, did that user click over to your website? Did they hit the back button and go to another page because they didn’t get their answer on your page? That’s going to have a big impact. So when you write content in 2023, make sure you’re answering the user intent. And then the last thing for SEO is, just make sure you’ve got multimedia on there. So for example, audio or video or stats, things like that, that are going to really help the user along the way.”

Leadership Leading the Social Media Messaging

A huge proponent of turning employees into ambassadors for your company on social media – speaking to their audiences directly – Paul suggested it start at the top. “I call it founder branding… Positioning the head of your company as the face of your company on social media, I think is going to be really helpful in 2023.” 

Lastly for social media in 2023, Paul added, ”If you haven’t thought about advertising, you absolutely need to, but think about it as a way of getting your best content in front of your ideal customers.”

Is your business in need of a B2B solution that might include migrating from a legacy eCommerce platform? No worries, because the AdVic B2B Commerce team has the skills and expertise needed to get your branded storefront up and running quickly so you can drive new revenue. Contact us today, we’re ready to chat!

Related Resources:

B2B Marketing Tips You Have Not Thought Of (Podcast)

B2B Marketing Tips You Have Not Thought Of – Part 1 (Blog)

B2B Marketing Tips You Have Not Thought Of – Part 2 (Blog)

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Is your organization B2B, B2C, or B2B2C? The way you interact with your clients, the way you define success, and the technology you use all tie into the business model that defines your company. 

How, why, and where your company purchases raw materials or the channels you use to market your products, all tie into your business model. More importantly, your customers are directly correlated to the business model. 

Business models are the blueprint for building a successful company. While the definition of a business model varies from company to company, along with the process, everyone can agree that they are necessary in order to thrive. At a glance, the terms may seem complex and complicated. To understand B2B2C, we’ll break each business model down into simple definitions and discuss the framework of them all. 

What’s B2B?

B2B is short for business to business. It is a business model where companies provide solutions and services to other businesses. B2B companies expand from across many industries. Some include high-tech, manufacturing, and online marketing places such as Alibaba or Amazon Business.

What’s B2C?

B2C is short for business to consumer. That means, businesses sell directly to their customers. Although B2C is traditionally seen as galleria shopping or eating at restaurants, marketplaces such as eBay and Amazon disrupt in-person shopping. These businesses enable consumers to shop from their personal devices often at a lower rate than in-person stores. 

What’s B2B2C?

B2B2C model includes both B2B with B2C, with eCommerce at the core. According to BigCommerce.com, “As the name implies, it’s a business model where Company 1 sells their product or service in partnership with Company 2 to an end-customer. Unlike when you white-label a product, the end-customer understands that they are buying a product or using a service from Company 1.” Uber Eats, for example, sells its delivery service to a restaurant in effort to sell its delivery service to customers. 

Marketing Initiatives

Of course, B2B, B2C, and B2B2C all differ in marketing strategies and sales processes, but they all have a common goal, to sell. Connecting with customers, building and maintaining relationships with customers (or partners) is key for all business models to be successful. 

B2B, B2C, and B2B2C marketing are all very unique, too. B2B’s marketing strategy objectives are to appeal to the challenges of decision-makers for their organization. It seeks to make their target’s company their customer rather than the individual themselves. 

B2C marketing targets individuals through their needs, wants, and interests. B2C marketing seeks to obtain the individuals they are marketing to, like their customers, by way of entertaining ads or  emotional tugging ads on a variety of channels. 

Things to Consider

Evolving into (or fine-tuning) a successful B2B2C company can be challenging. Most focus on having the right team in place to ensure your company is efficient and profitable, which is obviously vital. Equally important is the technology used to support these goals. One option to consider is Commerce Cloud by Salesforce®, a reliable, effective, and customizable eCommerce platform. With Commerce Cloud, both companies can collectively gather information, promote, and share insights on campaigns. It combines the framework of both B2B2C and targets consumers in a way that benefits their common customer – all while automating and streamlining processes to support and augment your team. 

AdVic’s dedicated B2B/B2C/B2B2C Commerce Team is ready to listen to your needs and learn your business processes to see if we are a good fit to help. If so, we’ll apply our knowledge and passion to help you drive revenue. Let’s devise a plan to kick-start your revenue today!

Related Resources: 

B2B Customer Experiences By People, Built For People

B2B Marketing Tips You Have Not Thought Of

The ABC’s of B2B Commerce

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Ad Victoriam Solutions (AdVic), a Salesforce Partner, is excited to announce that we have been accepted into the Salesforce Commerce Partner Program. With a vast amount of experience in the rest of the Salesforce® ecosystem, we are thrilled to continue to work with Salesforce and help grow Digital Commerce opportunities in 2021 and beyond. 

The global eCommerce market is expected to hit $18.89 trillion by 2027 and we want to make sure your company is not left behind. 

At AdVic, we like to be on the forefront of technology and innovation. By partnering with Salesforce, we are enabled to do so. Salesforce Commerce Cloud (SFCC) has a proven record to power eCommerce brands and predict the scalability and future success of your business.

Salesforce Commerce Cloud (formerly Demandware) has a long history of being the market leader when it comes to Direct to Consumer, taking the old-world clunky solutions and blasting past them becoming the dominant force in the eCommerce world. 

Salesforce’s leading B2C eCommerce solution maximizes conversions across all digital channels — online, mobile, social, and more. The digital commerce platform simplifies the way brands create, launch, and maintain multiple sites by using a single system to manage all customer engagement channels.

Through personalization powered by next-gen AI, SFCC also gives you the power to create unique experiences tailored to each customer. B2C eCommerce software even extends into the store, maximizing conversions by providing sales associates and shoppers with access to online inventory via mobile app.

Many companies today are struggling with meeting customer desires and are especially challenged by legacy systems, and the disconnection between sales channels. Reaching buyers where they want to make the sale can happen with a fully integrated eCommerce platform and the AdVic Commerce Team is standing by to guide you through the process. Contact us today!

Related Articles and Resources:

Sales is Not a ‘Churn and Burn,’ It’s a Partnership

Turn Sales Into Selling Machines, CRMs, AI, and More

AdVic Customer Success Stories

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The Highlights of B2B Commerce

• Gain a new revenue stream
• Eliminate manual pricing calculations
• Increase the velocity of order fulfillment
• Automated approval processes
• Integration with ERP, UPS/FedEx, tax calculators, and more
• Eliminate manual pricing calculations

If you’ve ever wondered what a Salesforce® B2B Commerce solution actually does for your business, it’s this:

B2B Commerce displays your product catalog in a branded eCommerce storefront and allows your customer base to place an order independently. Complex pricing models can be configured to match your current business rules and enable contractual agreement tracking for product entitlements and price points. In addition, you can capitalize on B2B Commerce’s target marketing functionality that provides customers with a tailored, engaging shopping experience. And best of all, B2B Commerce is a flexible solution that scales as your business grows.

Get an eCommerce Jump-Start with B2B Commerce Accelerator

As outlined above, B2B Commerce displays your product catalog in a branded storefront, allowing your customer base to place an order independently, and that gives your sales teams more time to focus on…wait for it… SELLING!

And with AdVictoriam’s B2B Commerce Accelerator, an out-of-the-box package, you’ll get your business online selling your products or services within two to four weeks, rather than months.

The Accelerator package includes a branded storefront, product listings, pricing, cart for processing returns, email templates, reporting, and more.

B2B Commerce Accelerator Benefits

• New sales channel that drives new revenue with little maintenance and manual intervention.
• Replaces the need for sales teams to take orders from existing customers.
• Built on a CRM system, it integrates all data points, including pricing, for a 360-degree view.
• Offers a flexible pricing model based on group and customer type business rules.
• Data reporting to drive business, sales, and service-related decisions.
• Quick implementation and modifications of storefront without IT assistance.

Ad Victoriam’s dedicated B2B Commerce team will apply their knowledge and passion to your challenges. Whether you are migrating from a legacy eCommerce solution or just starting to dip your toe into the eCommerce world, our team has the skills and expertise needed to get your top-notch branded storefront up and running quickly with our B2B Commerce Accelerator so you can drive new revenue. Let’s talk!

Watch AdVic’s “B2B Commerce: The Online Sales Advantage” Webinar

Related Stories
The ABC’s of B2B Commerce
B2B Commerce Solution Nets Significant ROI

Listen to Ad Victoriam’s “Salesforce Simplified” Podcast: “Introduction to Salesforce’s B2B Commerce.”

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That’s an all too common scenario for the manufacturing industry as a whole today. The question – however – is, how can they accomplish all of that?

The answer is actually quite simple: with Salesforce® B2B Commerce. And what follows is an example of an eCommerce challenge Ad Victoriam was recently presented with, and the quick and successful resolution we implemented for a southern-based manufacturer.

AdVic’s Challenge

This manufacturer is a leading distributor of beauty and skin products. It had an antiquated order entry system for its salons and spas that needed a replacement. The company already enjoyed the benefits of Sales, Service, and Einstein Clouds by Salesforce. That successful experience led them to explore another Salesforce product, B2B Commerce. Their goal was to implement a new system for order entry. They also wanted to increase connectivity and data transfer between systems, and expose order entry to their customer base. With a long history of Salesforce projects, they once again turned to Ad Victoriam for a solution.

AdVic’s Resolution

As is our way, the AdVic B2B team quickly – and methodically – assessed the company’s needs and goals and integrated a B2B Commerce plan that allowed them to work more efficiently, using these key steps:

• Custom-built functionality that expedites order returns and account credits enabling customers to utilize those dollars when placing additional orders.
• Automated the sales process to systematically guide users through the sales cycle delivering higher quality, consistent data.
• Creation of a branded storefront with robust product listings engages customers and accelerates sales by enabling end-users to purchase products 24/7 with ease.

AdVic’s B2B Commerce solution provided this manufacturer with a more efficient guided sales process, while at the same time increased employee satisfaction and sales. It has also given its team greater control over price modifications while also exposing new product offerings and promotions to its customers that have led to increased product sales.

The Ad Victoriam B2B Commerce team can put a plan in place today for your business just as we did for this company. So, whether you are migrating from a legacy eCommerce solution or just thinking about a B2B solution, our team has the skillset and expertise needed to get your branded storefront up and running quickly so you can drive new revenue. Contact us, we’re ready to talk.

Watch AdVic’s Webinar “B2B Commerce: The Online Sales Advantage”

Related Articles:
The ABCs of B2B Commerce
B2B Commerce Solution Nets Significant ROI

Listen to Ad Victoriam’s “Salesforce Simplified” Podcast: “Introduction to Salesforce’s B2B Commerce.”

Subscribe in a reader

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