Aiming to tackle business needs comprehensively, Salesforce is home to numerous solutions that are extensive regarding their target domains. Recently, more and more have been offered towards a more holistic approach, and a special platform for B2B eCommerce on Salesforce emerged in that climate. For a complete B2B channel experience, the majority of them encompassed the financials – including sales-enablement, procurement processes, and many others.
From the materialistic point of view, we might feel all set with countless options in B2B eCommerce on Salesforce, but one thing shouldn’t go missing: the engagement strategy in your business. Fortunately, special products like Apex Loyalty are on board on Salesforce to cover this very need.
For a seamless experience across your partner ecosystem, you need to integrate a complete engagement strategy with your e-commerce platform. Integrating the above mechanisms with marketing insights and brand loyalty activities, you will be investing in a “personalized experience for all” attitude throughout your channel.
The definition of personalized customer experience encompasses various parameters. It addresses customer’s responses to interactions that occur before, during, or after the buying, across multiple channels, and across times. With Apex Loyalty’s dynamic rules engines you can reach the necessary insights from the mentioned times and locations. In the e-commerce ecosystem, this feature becomes even more valid than before. Why so? Let’s have a look at what e-commerce is in the first place. Once we’re familiar with the dynamics in B2B e-commerce, we can understand the importance of engagement within your e-commerce platform.
The term e-commerce stands for “electronic commerce”, meaning buying or selling happens on online services, in other words over the Internet. When we think of e-commerce, we tend to take it as an individual activity like online shopping, with a focus on bringing ease to daily life, because you don’t physically have to be somewhere to complete the purchase. In the B2B environment, it’s way more complex than that. The case here involves more than a few items to purchase.
What we are handling in B2B e-commerce is potentially hundreds of items to purchase at a time. This will also influence your budget, as well as bringing workload to your teams since each item will bring more negotiation processes, pricing talks, and other layers of interactions. This brief summary gives us an idea of why e-commerce is more than buying something online.
Ecommerce within the B2B context entails better procurement capabilities that fit with your industry. We design B2B commerce platforms to support this complexity so that our partners will have an easy, consumer-like buying experience.
So it shouldn’t come as a surprise that B2B businesses are turning to compact solutions for B2B eCommerce on Salesforce. Such solutions enable companies to create exceptional e-commerce storefronts and experiences for their business customers. They are basically designed for seamless and personalized multichannel relationships with business buyers, eliminating loads of work related to emailing, calling, ordering by piece, having to go back to customer records, etc.
Being able to leave such office chores aside is a relief. However, converting to a full experience for B2B eCommerce on Salesforce will be complete once you take the necessary steps for engagement on the CRM base. Why? How are these two concepts relevant? Let’s have a look at what marketing bloggers have to say about this. The direct quote from Trailhead explains the relevance of B2B commerce and relationships perfectly:
“Organizations build their product and sales teams around the account and contact segmentation. Sales and service teams organize around this. Marketing campaigns are also targeted to the segment and account. Commerce unifies marketing, sales, and service to deliver the right product, price, and promotion to the customer whether they are online or offline.” (Reference: “Understand How CRM Powers B2B Commerce” section on Salesforce Trailhead)
This also explains how nourishing relationships power your efforts for B2B eCommerce on Salesforce. And to empower the relationships, it’s now the turn for engagement and loyalty activities.
The structure of Apex Loyalty is directly linked to the notions Salesforce bloggers talk about. Once your operational hassles are automated, you are now ready to fully focus on user experience. Here we step in to deal with the marketing campaigns and segmentation needs.
Our prominent traits are nothing but exceptional B2B loyalty, engagement, and incentive automation mechanisms. Through Apex Loyalty, your campaigns and content creation take place on the basis of customer segmentation according to CRM data and behavior patterns. With these, not only you can educate and increase brand knowledge across all the actors within your channel, but also give them the very personalized experience we’ve tackled all along.
Sustaining continuous engagement, Apex Loyalty helps you build a powerful online stance while providing your partners with real experience.
You can click the link https://www.apexloyalty.com/salesforce-engagement-platform-in-b2b/ to read our previous article.
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