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The E-Commerce Experience Podcast

A Must Listen to Podcast for any B2B Ecommerce Professional

With over 20 years of experience in B2B (and B2C) Ecommerce and 30+ years of experience in ERP, Andrew Rogencamp has unparalleled experience in this subject matter. Over 8 episodes, Andrew explains B2B ecommerce and also speaks to some of Australia's leading B2B ecommerce companies. 

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Episode 1 - The Two Flavours of B2B Ecommerce

There’s B2B, there’s B2C, and that’s all folks. Right? Wrong.

You might never have thought of B2B in terms of ice cream, but believe it or not, there are distinct flavours out there (luckily not 31 - more like two!)

In this, our kick-off episode, Andrew explains what the different flavours of B2B are, how to work out which you are, and why understanding the difference is so important.  

Whether you’re doing business with manufacturers and distributors, or selling products for business use, knowing what type of B2B you and your customers are will provide actionable insight into the kind of eCommerce offering you should provide. 

Your ‘B2B flavour’ can (or should!) affect every aspect of your customer’s experience:
1.       The way your website looks and its content
2.       The type of online functionality you offer
3.       The nature of your email marketing campaigns
 
In this episode you’ll also learn why a B2B eCommerce website might not always net you more sales, but can still dramatically increase your revenue. Understand how a personalised online experience can beautifully integrate with ‘punch-out’ capability for purchasers. Hear examples of small businesses with very complex business rules that their eCommerce platform must cater for.

At the end of the day, no matter what flavour your business is, “if you make it customer-focused, you can’t go wrong.”

 

 

See Full Transcript of Episode 1
Listen here: Episode 1 - The Two Flavours of B2B Ecommerce
24:17

Episode 2 - Email Marketing - Connect with Your Customers

In episode 2, Andrew talks with Jason Anderson, General Manager of Brisbane-based email marketing specialists, Andzen.
 
Andzen consult on everything to do with Email Marketing, including platforms, methodology, and best practice for businesses of all sizes. 
 
As Jason explains, email marketing is very well suited to both B2B and B2C businesses, with an increasing focus these days on intelligent automation. 
 
Return on investment (ROI) is generally high for email marketing, making it an attractive option for businesses with more modest marketing budgets. In particular, a strong email marketing strategy has been proven to lead to an increase in repeat customers (eCommerce gold!)
 
A strong strategy involves nurturing your customers through their purchasing journeys, engaging with them at a very personal level (eg. product recommendations based on what they’ve bought previously), and leveraging automation and AI.
 
It’s important to note that email marketing is not just about trying to sell to your customers and prospects.
 
It could involve sending a post-purchase email on care tips for the product you’ve just delivered, or links to training videos, or ideas for creative product uses. This is especially powerful in a B2B setting, as you actually have the capacity to make the purchaser’s job easier through education and after sales service. This kind of engagement fosters loyalty and can lead to great word-of-mouth among purchasing circles.
 
Far from resembling the kind of ‘spam’ we all remember from the bad old days, today’s email marketing can make your customer feel like your brand is taking excellent care of them. 

 

 

See Full Transcript of Episode 2
Listen here: Episode 2 - Email Marketing - Connect with Your Customers
26:40

Episode 3 - CX – Your Keys to Customer Retention

Andrew Rogencamp talks with CX expert Danny Phillips about the ins & outs of Customer Experience. eCommerce is an important piece of the CX puzzle, and can help you give your best customers the kind of experience they really deserve. Retention is often a much better investment than acquisition - and when it comes to retention, CX is the key
 

 

 

See Full Transcript of Episode 3
Listen here: Episode 3 - CX – Your Keys to Customer Retention
42:25

Episode 4 - eCommerce IS the New Normal

Andrew unpacks the importance of eCommerce in our rapidly changing world, especially within the context of COVID-19. You’ll get insights into the current state of eCommerce, as well as B2B and B2C observations from out in the market.
 
Andrew also chats to Wroxton Innes, Managing Director of Saddlery Trading Company. ‘Rocky’ is uniquely poised to give an account of his experience - not only as a B2B Wholesaler / Distributor, but a B2C Retailer as well.
 

 

 

See Full Transcript of Episode 4
Listen here: Episode 4 - eCommerce IS the New Normal - Connect with Your Customers
34:35

Episode 5 - The Magical Intersect – Sales + Marketing + Digital

Let’s talk about the ‘holy trinity’ of commercial strategy – Sales, Marketing, and Digital.  A very important interplay exists between these functions in any business – and if not, it should!
 
This month Andrew draws on veteran strategist Paul Munkley’s experience with businesses that thrive (or DON’T) based on their approach to this all important triangle.
 

 

 

See Full Transcript of Episode 5
Listen here: Episide 5 - The Magical Intersect – Sales + Marketing + Digital
40:08

Episode 6 - The Power of Sales Order Automation

It may be 2020, but in the B2B eCommerce world, there are still PLENTY of orders being sent to suppliers as PDFs. Which means there are still LOTS of human employees sitting around keying orders into ERP systems, when they could be adding so much value elsewhere.
 
In this episode, Andrew chats to Product Manager Aaron Rasmussen about Lucy - a sales order automation tool that handles purchase orders for businesses who are tired of paying smart people to do data entry.
 

 

 

See Full Transcript of Episode 6
Listen here: Episode 6 - The Power of Sales Order Automation
27:20

Episode 7 - When B2B Goes D2C

This month on The eCommerce Experience, Andrew interviews Olivija van Heerwaarden from wholesale distributor CWM Homewares. Representing well-known brand Ecology, CWM have found themselves pivoting to a more direct model of sales over the past 6 months of COVID, and really leveraging their strong B2B eCommerce game in the process.
 

 

 

See Full Transcript of Episode 7
Listen here: Episode 7 - When B2B Goes D2C
18:46

Episode 8 - Behind the Scenes of B2B eCommerce

This month on The eCommerce Experience, Andrew chats to Bri Vernon-Cox from Bunzl Safety about the power and intricacy of B2B eCommerce. Diving deep into all the complex business rules and capability Bunzl’s got under the hood, it becomes obvious that a sophisticated and robust eCommerce platform is the only way to keep things running smoothly, in a way that presents simply to the end user.
 

 

 

See Full Transcript of Episode 8
Listen here: Episode 8 - Behind the Scenes of B2B eCommerce
29:17