Vers une nouvelle ère pour l'eCommerce BtoB - From Content to Business #ezcommerce - Visionary Marketing
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Vers une nouvelle ère pour l’eCommerce BtoB
From Content to Business
#ezcommerce
www.ez.fr
eCommerce B to B
&
Content Marketing
L’ e-commerce B to B, un secteur en pleine expansion… • Selon la Fevad, l'e-commerce B to B pèse 18% du montant total des ventes aux professionnels et devrait peser 24% à horizon 2020. • Avec une cible de 4 millions d'entreprises (hors secteur public) et de professionnels (artisans, professions libérales, etc.), dont 95 % sont des TPE de moins de 10 salariés, les perspectives de développement du marché sont réelles. D'ailleurs, le potentiel de croissance serait de + 32 % d'ici 2020 • La croissance de l’e-commerce B to B est portée par quatre grands secteurs : les voyages d'affaire, largement en tête, les fournitures et l'équipement de bureau, marché traditionnel de la vente à distance, les fournitures industrielles et le matériel informatique et les services. (source Fevad)
Mais…entre un acheteur et un site eCommerce B to B l’approche se fait pas à pas…
Mais…entre un acheteur et un site eCommerce B to B l’approche se fait pas à pas…
Mais…entre un acheteur et un site eCommerce B to B l’approche se fait pas à pas… Parmi les challenges auxquels vous faites face, on retrouve donc : •être présent auprès d’audiences expertes •se différencier notamment par le contenu pour rencontrer ses cibles •être visible en SEO et sur des formats plébiscités => Des sujets qui seront abordés lors de cette matinée…
Le marketing de contenus: Pertinent pour le B2B ?
Améliorer sa stratégie de commerce BtoB
grâce au contenu
Global marketing site
www.ez.fr
Content marketing silo
www.ez.frShop
www.ez.frBefore: User journeys were linear, happening in silos
Digital World
Marketing Commerce
website website
Engage Transact Service
Physical World
After
sales process
12 www.ez.noNow: Not linear, happening across channels, no silos
Digital World
Unified Experience
Social
Web
Mobile
Engage Transact Service
Physical World Warehouse
POS Tech Services
Unified Experience
www.ez.frDigital Transformation
is about breaking silos
Organization Technology
& culture
Data
www.ez.frOur product
A unified customer experience from engagement and purchase to service and support
Business Experience Platform - eZ Platform Enterprise
Content
Personalization Commerce
Management
Application Development
MarTech Commerce Business Sol
Solutions Solutions (ERP,CRM…)
www.ez.frContent Management
eZ Platform delivers
Flexible Content Multichannel Multilingual and
Repository Content Delivery Multisite Management
Site Building Collaborative Scalable and Customizable
& Management Editorial Tools with Open APIs
www.ez.frCreate Pages and Sites Visually with the Page Builder
• A visual, fast and easy tool to assemble
pages
• Allows to leverage the full power of the
content repository
• Comes with a full collection of building
blocks…
• … and let you develop custom building
blocks specific to your business
www.ez.frPreview Content Across Sites and Devices
Let editors be in control by
having clear preview about how
content will be rendered, as they
create it!
www.ez.frAutomating Content Curation
• Schedule the publishing of content
• Schedule curation of content being
presented in your pages and the visibility
of different part of the pages ahead of
time
• Preview and take control of all the
schedules editorial jobs
• Save time, increase productivity, build
more lively websites!
www.ez.frEngage and Interact with your users
• Build form visually
• Collect data and information from your
visitors and customers with the Form
Builder
• Let them contribute to your content and
your business opening up to user generated
content (UGC)
• Integrate with your other systems
• Insure proper curation processes as well as
faultless privacy and security
www.ez.frFlex Workflow
• Let editors request a review before
publishing
• Assign work to team-mates
• Provide simple yet efficient solutions to
simple tools managing their workflow off-
line.
• Focuses on collaboration, simplicity and
speed.
www.ez.frEditorial Workflow
• Ensure centralized control over your content
with a role-based architecture
Video for:
Show the user
• Admin can define precise permissions by sending a request for
specific content type or action review validation
• Create your own permissions configurations
www.ez.frPersonalization
Different types of personalization
Explicit Personalization Implicit Personalization
Personalization with eZ
Segment / Personas approach One to OneCommerce
The Two Sites Syndrome
www.ez.freZ Commerce: e-Commerce for ez Platform
• An add-on to eZ Platform, it turns eZ Platform
Enterprise Edition into a full-featured
Content+Commerce platform
• Extensible and customizable just like anything eZ
• Fully built on eZ Platform V2
Engineered by
www.ez.freZ Commerce Feature Blocks
B2B features Technology Plugins
Company registration Monitoring eContent:
Large catalogs Delegate
segmentation Vouchers
Indiv. prices and stock from Customer Center:
ERP eMails
• Company
ERP performance
PIM Integration structures
• Approval
Failover concept workflows
• Budget
Documents: management
ERP process
Invoices, Delivery,
integration
Orders Orders, tracking
e-Commerce features
eZ Platform Enterprise
Symfony
www.ez.frList of Features
Unified Site Content-Rich Product Catalog Roles and Unified Search Personalized
Management Product Pages Management Permissions Customer Experience
eZ Commerce Fast Checkout Drag and Drop Shopping List Multi-site, ERP Integration
Dashboard Process Product Comparison Multi-Language and
Multi-Currency
Budget Management PIM Integration Scalable Catalogs Purchase Workflows Vouchers Order Management
www.ez.frBenefits
Deliver richer Increase Boost
shopping experiences conversion rates sales
Strengthen Build Lower the cost of
your brand customer loyalty maintenance
www.ez.freZ Commerce
ERP Shop
360° • One Single Shop & shop ID
eCommerce • Easy connection to third party services (ERP, PIM, CRM
and more)
- Connectors available for SAP, NAV, AX
PIM CRM - Partners can develop connectors to different ERP
Systems
- Prepared for connection to PIM (Akeneo,
Informatica, JCatalog, …), CRM, MAM, …
CMS
www.ez.no
www.ez.frDemo
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