It’s not one objective but many that are driving B2B companies to enter or expand ecommerce. At Pall Corporation, a global manufacturer of fluids filtration, separation and purification products for life sciences and industrial uses, those objectives focus on achieving “customer intimacy, employee engagement and sales growth,” says Amit Gupta, vice president of IT solutions and services delivery.
Pall, which entered ecommerce in 2018, is scaling its ecommerce technology platform to meet increasing customer demand and optimize the online experience for business buyers. In a B2B Next case-study presentation, “Bringing the Technology and Business Teams Together for the Good of Digital,” Gupta will share how Pall is reaching its growth goals by building collaboration among its functional disciplines spanning sales and marketing, product management and digital marketing.
B2BecNews recently interviewed Gupta on the opportunity of ecommerce for B2B in general and for Pall.
Q: What are your biggest challenges in growing ecommerce?
Gupta: Organizational change management and getting ranked high in external search results on sites like Google and Amazon.
Q: What are the chief gains you’re realizing?
Gupta: Customer retention, productivity gains and incremental sales.
Q: What is the biggest thing B2B companies still need to realize about ecommerce?
Gupta: It’s not easy. The only way to make it happen successfully is if ecommerce is formally aligned to individual performance goals across functions.
Q: What is your most valuable piece of advice for B2B companies looking to add online sales or increase them?
Gupta: Put the customer first and adapt to their preferences.
Q: From your own experience, how can following this advice—or not following it—affect B2B ecommerce?
Gupta: It’s common for people to spend too much time on implementing technology features or beautifying their website, whereas the customer might simply be looking for some basic product information that’s easily searchable.
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