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Content Commerce Conundrum in B2B

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Justin King
Justin King

Content and Commerce is an extremely important and confusing topic. We need both great brand experiences and great buying experiences, yet there are lot of questions about where and how we manage what content. More importantly there is a fundamental flaw in how Content and Commerce is viewed. This SlideDoc addresses that flaw.

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Copyright © 2014 | eCommerceandB2B.com Future proofing your business ECOMMERCEandB2B.COM |Justin King | @justin_king
Copyright © 2014 | eCommerceandB2B.com
Copyright © 2014 | eCommerceandB2B.com Customers needed to find information online
Copyright © 2014 | eCommerceandB2B.com So marketing created brand and content sites
Copyright © 2014 | eCommerceandB2B.com Customers wanted to purchase online 24/7
Copyright © 2014 | eCommerceandB2B.com So, IT developed basic ecommerce sites
Copyright © 2014 | eCommerceandB2B.com Then better sites
Copyright © 2014 | eCommerceandB2B.com Marketing and the Business wants control over the experience
Copyright © 2014 | eCommerceandB2B.com &
Copyright © 2014 | eCommerceandB2B.com he challenge is now you have T
Copyright © 2014 | eCommerceandB2B.com This brings up a number of questions
Copyright © 2014 | eCommerceandB2B.com How to create a seamless experience? when we have multiple sites and systems.
Copyright © 2014 | eCommerceandB2B.com What content do we manage in what system?
Copyright © 2014 | eCommerceandB2B.com Traditional approaches give us 3 options
Copyright © 2014 | eCommerceandB2B.com 15 No. 1: The side-by-side (hybrid) approach 2014 Forrester Peter Sheldon
Copyright © 2014 | eCommerceandB2B.com 16 No. 2: The eCommerce-led approach 2014 Forrester Peter Sheldon
Copyright © 2014 | eCommerceandB2B.com 17 No. 3: The WCM-led approach 2014 Forrester Peter Sheldon
Copyright © 2014 | eCommerceandB2B.com But, hold on a minute…
Copyright © 2014 | eCommerceandB2B.com & his is B2B, so is it just… T
Copyright © 2014 | eCommerceandB2B.com Don’t we need content from other systems like: Images  DAM Inventory  ERP Product attributes  PIM Pricing  CPQ And that’s just a small list of what is needed…
Copyright © 2014 | eCommerceandB2B.com
Copyright © 2014 | eCommerceandB2B.com
Copyright © 2014 | eCommerceandB2B.com With the traditional approaches
Copyright © 2014 | eCommerceandB2B.com Isn’t the content in a Content Management System and in Commerce just another content source like your PIM, DAM, ERP and CRM systems? Should we really have to choose which content is more important?
Copyright © 2014 | eCommerceandB2B.com You need a different approach that allow you to use any of your sources of content to design all kinds of experiences.
Copyright © 2014 | eCommerceandB2B.com Experience Management Search Navigation Content Delivery Device Specific Experience Taxonomies Commerce Catalog Inventory Pricing Payments/tax/fraud Cart/checkout Personalization Merchandising Content Content Blog Articles Digital Assets Content Services PIM ERP CRM
Copyright © 2014 | eCommerceandB2B.com
Copyright © 2014 | eCommerceandB2B.com B2B eCommerce Evangelist justin_king | www.ecommerceandb2b.com

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Content Commerce Conundrum in B2B

  • 1. Copyright © 2014 | eCommerceandB2B.com Future proofing your business ECOMMERCEandB2B.COM |Justin King | @justin_king
  • 2. Copyright © 2014 | eCommerceandB2B.com
  • 3. Copyright © 2014 | eCommerceandB2B.com Customers needed to find information online
  • 4. Copyright © 2014 | eCommerceandB2B.com So marketing created brand and content sites
  • 5. Copyright © 2014 | eCommerceandB2B.com Customers wanted to purchase online 24/7
  • 6. Copyright © 2014 | eCommerceandB2B.com So, IT developed basic ecommerce sites
  • 7. Copyright © 2014 | eCommerceandB2B.com Then better sites
  • 8. Copyright © 2014 | eCommerceandB2B.com Marketing and the Business wants control over the experience
  • 9. Copyright © 2014 | eCommerceandB2B.com &
  • 10. Copyright © 2014 | eCommerceandB2B.com he challenge is now you have T
  • 11. Copyright © 2014 | eCommerceandB2B.com This brings up a number of questions
  • 12. Copyright © 2014 | eCommerceandB2B.com How to create a seamless experience? when we have multiple sites and systems.
  • 13. Copyright © 2014 | eCommerceandB2B.com What content do we manage in what system?
  • 14. Copyright © 2014 | eCommerceandB2B.com Traditional approaches give us 3 options
  • 15. Copyright © 2014 | eCommerceandB2B.com 15 No. 1: The side-by-side (hybrid) approach 2014 Forrester Peter Sheldon
  • 16. Copyright © 2014 | eCommerceandB2B.com 16 No. 2: The eCommerce-led approach 2014 Forrester Peter Sheldon
  • 17. Copyright © 2014 | eCommerceandB2B.com 17 No. 3: The WCM-led approach 2014 Forrester Peter Sheldon
  • 18. Copyright © 2014 | eCommerceandB2B.com But, hold on a minute…
  • 19. Copyright © 2014 | eCommerceandB2B.com & his is B2B, so is it just… T
  • 20. Copyright © 2014 | eCommerceandB2B.com Don’t we need content from other systems like: Images  DAM Inventory  ERP Product attributes  PIM Pricing  CPQ And that’s just a small list of what is needed…
  • 21. Copyright © 2014 | eCommerceandB2B.com
  • 22. Copyright © 2014 | eCommerceandB2B.com
  • 23. Copyright © 2014 | eCommerceandB2B.com With the traditional approaches
  • 24. Copyright © 2014 | eCommerceandB2B.com Isn’t the content in a Content Management System and in Commerce just another content source like your PIM, DAM, ERP and CRM systems? Should we really have to choose which content is more important?
  • 25. Copyright © 2014 | eCommerceandB2B.com You need a different approach that allow you to use any of your sources of content to design all kinds of experiences.
  • 26. Copyright © 2014 | eCommerceandB2B.com Experience Management Search Navigation Content Delivery Device Specific Experience Taxonomies Commerce Catalog Inventory Pricing Payments/tax/fraud Cart/checkout Personalization Merchandising Content Content Blog Articles Digital Assets Content Services PIM ERP CRM
  • 27. Copyright © 2014 | eCommerceandB2B.com
  • 28. Copyright © 2014 | eCommerceandB2B.com B2B eCommerce Evangelist justin_king | www.ecommerceandb2b.com