Master B2B Friday 15

An overview of the key themes we heard at B2B Online in Orlando

Andy and Brian attended the B2B Online event in Orlando, and they'll catch you up on all the key themes they heard during the event.
They'll touch on AI, also on AI, and maybe even AI. But also tips on how to convince the CFO to invest in digital.

Is an excessive focus on cost limiting digital innovation in B2B?

This week on the Friday 15, Andy & Brian talk about the advantages and disadvantages of B2B organizations taking a cost-centered approach to investment.  
While there are certainly benefits of focusing on cost (risk reduction, for example), when we polled our community 83% said that a cost-focused approach negatively impacted competitiveness.  How should companies balance the need for running a predictable business with the need to continue to invest in innovation?

How do B2B eCommerce marketing executives manage marketing tracking challenges?

With all the changes in how marketers track their digital marketing spend, we wanted to know how B2B marketers are dealing with this issue. In this episode, we speak with Dan Stepchew, the Digital Marketing Director at Zest Dental Solutions, about how he's shifting his digital spend and how he's changed how he tracks the efficacy of his campaigns.

Is channel conflict a reason not to sell direct in B2B?

This week on the Friday 15 podcast, Andy & Brian talk about how much channel conflict fears should impact your distribution strategy (in short, it shouldn't.)
They dig into 7 ways to sell direct while managing the conflicts:
- MAP and sales channel agreements
- Public vs private pricing (pricing exposed behind logins or inside custom catalogs)
- Assortment variations by channel
- Being mindful of who is selling
- Taking control in marketplace channels
- Provide digital assets and analytics to channel partners
- Channel monitoring and enforcement.

Does the Q4 Holiday Peak Matter in B2B eCommerce?

This week on the Friday 15 podcast...Andy & Brian discuss whether Black Friday, Cyber Monday, and the holiday season more broadly drive sales in B2B.  Andy shares how the season is like the Super Bowl where even if your television network isn't showing the Super Bowl, it's going to impact you in one way or another.
That said, we hear from one practitioner who says that they've tried holiday promotions to no avail.

What’s the best way for B2B companies to convince Gen Z to build a B2B career?

This week on the Friday 15, Andy & Brian talk about the marketing challenge B2B companies have with attracting younger workers, and some of the strategies that have worked.
“The issue is a messaging problem, it’s not a reality problem.  B2B offers many of the things that Gen Z is looking for - B2C talks about it, but B2B actually offers what this generation wants.”
They discuss how companies have tried advertising with NASCAR, building relationships with local colleges, winning "best place to work" awards and more...

Will B2B always be Gen Z's second choice for employment?

On the Friday 15 Podcast, Andy & Brian talk about the challenges B2B companies have hiring junior staff out of college.  
Are B2B companies able to offer the opportunities that Gen Z'ers want?  And if so, why don't members of Gen Z know that?  

How prepared are recent college graduates to work in B2B eCommerce?

This week on the Friday 15...Andy & Brian talk about the skills necessary for new hires in B2B eCommerce and whether people just coming out of college possess those skills.Plus, does a software company offer an answer to how you find recent grads who have the skills you need?

Are return-to-office mandates good for productivity?

This week on the Friday 15 - an All-Breaking-News edition.  Andy & Brian take a look at Amazon's decision to have everyone return to the office 5 days a week and what impact this has on employees and on the business more broadly.  While executives report improved productivity when they've had employees return full-time to the office, Andy & Brian share some statistics showing that these mandates also cause higher turnover while also disproportionately negatively affecting women in the workplace.Does the perceived improved productivity outweigh the negatives?

Making analytics actionable in B2B eCommerce

Andy & Brian discuss the challenges of deciding which data to track, and how to use it to make better business decisions.
They offer 6 ways to make analytics more actionable:
1) Collect data in one place and with a holistic view 2) Compare data over time. 3) Know your KPIs - look across channels, not just eCommerce. 4) Set and measure against benchmarks 5) Set and measure against goals, then monitor. 6) Use testing to impact specific KPIs (bounce rate, conversion rate, AOV, etc).