Pawe Preneta, Project Manager / Congress of IT Professionals 2014 | 2 X 2014

Is a business client worse?

Why B2B should learn from B2C

 Some facts

B2B open" and closed"

Open B2B allows you to review the offer and purchase without a prior
contract
Closed B2B is targeted to a limited group of contractors;
it is often a co-operation based on a contract
 Some facts

How does B2B look like in Poland?

9
small
MAE
18
Companies submitting
average 16 and receiving orders
REDNIE
31 through computer
big
DUE
32
52
networks in 2012
altogether 11
OGEM
21

0 10 20 30 40 50 60
otrzymujce zamwienia
Receiving orders skadajce zamwienia
Placing orders

Maturity of the B2B e-business market in Poland based on the experience in implementing the activity 8.2 POIG 2007- 2013;
KPMG Advisory; 2013
 Some facts

How looks B2B in Poland?

The value of Polish e-business is estimated at 120 bilion

5% of bussines-to-bussines market value
In the United States, the share of e-business in B2B is 30% - which is
worth $ 600 billion
 Some facts

B2B vs. Operational Program - Innovative Economy

Status of the implementation of the action 8.2

Number of Amount of Number of Amount of Amount of

submitted submitted concluded co-financing payments made
applications applications contracts
Cumulative 9 111 5 203 253 739,20 3 328 1 496 068 167,86 826 228 127,20
starting from the
beginning actions
in 2013 2 809 2 129 074 837,76 1 667 797 285 605,56 443 871 696,55
In the fourth 0 0 1 143 582 767 095,78 266 354 883,64
quarter of 2013

Report on the PAED (The Polish Agency for Enterprise Development )activities in 2013
 Some facts

B2B and Operational Program - Innovative Economy

23.60%
20.80% Breakdown of projects on
account of the amount of
15.20%
eligible expenditure declared
9.90%
by the beneficiaries
8.90% 9.40%
6.50%
3.90%
1.30%
0.30% 0.10%

Maturity of the B2B e-business market in Poland based on the experience in implementing the activity 8.2 POIG 2007- 2013;
KPMG Advisory; 2013
 Some facts

B2B and Operational Program - Innovative Economy

Share of eligible expenditure

rodki
Fixed trwae
assets
from different categories in the
11% 11%
1% Training
Szkolenia expenditure declared by the
12% companies
Wartoci niematerialne
Intangible assets i
prawne
Usugi informatyczne
IT services

65%
Preparatory
Analizy analysis
przygotowawcze
and expert
i usugi services
eksperckie

Maturity of the B2B e-business market in Poland based on the experience in implementing the activity 8.2 POIG 2007- 2013;
KPMG Advisory; 2013
B2B vs B2C
 B2B vs B2C

Important facts about B2B

Sales to business entities, not individual consumers

In B2B people buy because it is their job
Complex decision-making process
A narrower, often limited, audience
A B2B user more often knows what he needs than B2C
Closer relations with buyers
B2B vs B2C

B2B users are also B2C clients

 B2B vs B2C

B2B users are also B2C clients

75% 74%
72%
67% 67% 68% Users who have purchased
57% something online at least once
45% 47%
40%
37%
32% 34%

25%

Uytkownicy
Internet usersinternetu Og dorosych
Adults in general

Internet users 2014; CBOS

 B2B vs B2C

B2B users are also B2C clients

42%

35%
37% 36% Users who have purchased via
33% 33% 32% the Internet in the last month

23% 24%

25%
23%
14% 21%
13% 18%
16% 17%
15%

2% 9%
7%
3% 4%
0.50%
Uytkownicy
Internet usersinternetu Og dorosych
Adults in general

Internet users 2014; CBOS

 B2B vs B2C

B2B users are also B2C clients

Daily users habits reflect their work

They are looking for b2b wholesale platforms that are functionally
similar to online stores
 B2B vs B2C

Information necessary for B2B users?

Delivery information
INFORMACJE O DOSTAWACH 37% "Must have" content

CaseSTUDIES
CASE studies//RAPORTY
reports // BLOGI
blogs 38%

Technical information
INFORMACJE TECHNICZNE 38%

INFORMACJE
Information O CENACH
about prices 43%

2014 B2B Web Usability Report, KoMarketing Associates

 B2B vs B2C

Information irrelevant to B2B users?

The impact of social media on

BRAK WPYWU
No influence 37%
buyers decision-making
process
Neutral
NEUTRALNY 26%

Important
WANY, ALEbut
NIEnot decisive
DECYDUJCY 30%

DUY
Big 6%

2014 B2B Web Usability Report, KoMarketing Associates

B2B vs B2C

User B2B customer B2B

 B2B vs B2C

Unexplored area?

Very little usability research in B2B

Nielsen 2006, 2012
KoMarketing 2014

Thats it for now about the "open" B2B

 B2B vs B2C

Unexplored area?

Huge advantage of B2C content compared to B2B

Existing B2B materials most often concern "open" B2B
marketing B2B
mailing
social in B2B
Lessons to do

What can B2B learn from B2C?

 Lessons to do

Measurement

Statistics - Google Analytics can work in B2B

Conversion
User behaviour
 Lessons to do

Utility

B2B usability is generally lower than B2C

Probability of an user encountering an error
Business Applications 37%
Consumer Software 23%
Business Websites 4%

It is harder to do research
 Lessons to do

Utility

Every B2B user is also a consumer who daily uses services such as
Allegro, Empik, Euro.com.pl, Amazon and based on that experience
builds its expectations.
Such users will not lower their expectations with UX when they come
to work.
 Lessons to do

Personalization

B2B users and customers are very well known to us

Promotions and recommendations tailored to customers needs
Personalized messages
 Lessons to do

Communication

Quality and quantity of user-system communication

If a user does not receive the expected information (eg. price, delivery
time, order status), they will need assistance
 Lessons to do

Human

There is always a human on the other side

 Interactive Agency & Internet Software House

e-tools tailored to your business

Ideo Sp. z o.o.

Headquarters
Ul. Nad Przyrw 13
35-234 Rzeszw

Branch in Warsaw
Al. Niepodlegoci 124/2
02-577 Warszawa

www.ideoagency.com
Thank you for your attention zapytanie@ideo.pl