The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Marketing Strategies Revealed in this Episode:
- What are the differences between B2B purchasers and B2C purchases and what specific requirements do B2B purchasers have?
- The different marketing channels the B2B businesses need to focus on.
- How is the sale Cycle different from a B2C sales cycle?
- Ecommerce B2B companies that have done a great job selling online and what we can learn from them.
Episode Title: B2B E-commerce Success Strategies with Mike Maynard
Host: Arlen Robinson
Guest: Mike Maynard, Managing Director of Napier
In this episode of the E-commerce Marketing Podcast, Arlen Robinson interviews Mike Maynard, Managing Director of Napier, a digital marketing agency specializing in B2B technology marketing. Mike shares his insights on how businesses can successfully navigate the B2B e-commerce space, the differences between B2B and B2C purchasing, effective marketing channels, and the phases of the B2B sales cycle.
Key Takeaways:
- Introduction and Mike’s Background [00:00 – 04:00]
- Mike’s transition from an electronics design engineer to marketing and eventually buying Napier in 2001 [02:30].
- Differences Between B2B and B2C Purchasers [04:00 – 09:00]
- B2B purchases involve more complex decision-making processes with multiple stakeholders [06:00].
- Businesses buy in larger quantities, leading to higher revenue potential for sellers [08:30].
- Effective Marketing Channels for B2B [09:00 – 15:00]
- Importance of understanding your customer and targeting specific roles within the purchasing process [10:00].
- Utilizing LinkedIn and industry-specific websites to reach technical and purchasing audiences [12:30].
- Phases of the B2B Sales Cycle [15:00 – 20:00]
- Gathering contact information and using retargeting to stay top of mind [16:00].
- Providing detailed information to help different stakeholders within the purchasing company [18:00].
- Examples of Successful B2B E-commerce Companies [20:00 – 25:00]
- Amazon’s cautious entry into B2B e-commerce [21:00].
- Microchip’s advanced technology for suggesting alternative products and Farnell’s personalized email campaigns [22:30].
- Building Trust and Streamlining the Sales Process [25:00 – 30:00]
- The importance of making the purchasing process easy for repeat business [26:30].
- Businesses may choose vendors who provide a smoother buying experience even at a slightly higher cost [28:00].
Guest Info:
- Name: Mike Maynard
- Position: Managing Director of Napier
- Website: Napier B2B
