Maximizing Sales and Marketing Reach in Your 2013 Business Initiatives
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eCommerce is a powerful tool in the marketer’s arsenal today – and given the intensity of global competition today, sellers can’t afford to leave any source of competitive advantage on the table. In this session, Ariba experts and customer panelists will highlight four opportunities every marketer can use to maximize sales and extend their marketing reach. We’ll discuss: • The importance of leveraging effective online channels to boost lead generation and enhance company visibility • How to leverage Ariba Discovery to focus on seller marketing and lead generation • Best practices for enhancing lead generation • How sellers can seize the “Spot Buy” opportunity to get a foot in the door with buyers under pressure to secure goods and services quickly
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Maximizing Sales and Marketing Reach in Your 2013 Business Initiatives
- 1. Maximizing Sales and Marketing Reach in Your 2013 Business Initiatives Moderated by Chris Wang, Director of Marketing, Ariba Discovery May 8, 2013 – Washington, DC © 2013 Ariba, Inc. All rights reserved.
- 2. #AribaLIVE Agenda • Ariba DiscoveryTM Overview • Panel Introduction • Best Practice Sharing • Q&A © 2013 Ariba, Inc. All rights reserved.2
- 3. #AribaLIVE What is Ariba Discovery? • The premier service for matching business buyers and sellers globally © 2013 Ariba, Inc. All rights reserved.3 50 PERCENT OF THE GLOBAL 2000 OVER 3,000 BUYERS “I’m looking for…” “I can offer that!”
- 4. #AribaLIVE How Does It Work for Buyers? • Buyers describe needs in a posting and get matched to sellers Create a posting Review proposals Make selection Describe your buying need in a posting Receive offers from sellers who offer what you need Review proposals and choose the best offer Find relevant new sellers faster and easier than through traditional search methods © 2013 Ariba, Inc. All rights reserved.4
- 5. #AribaLIVE How Does It Work for Sellers? • Sign up and get an email notification for every new lead 1. Create your profile 2. Get lead notification 3. Submit your proposal Register and create your company profile Get notified when buyer postings match your profile or when a buyer contacts you – it’s free Submit your proposal to the buyer to build new relationships and win business Reach target audience faster and easier than traditional marketing and sales channels © 2013 Ariba, Inc. All rights reserved.5
- 6. #AribaLIVE What can I use it for? • Finding trading partners for any product or service Over 730K buyers and sellers More than 20K categories Nearly 200 countries 36% of sellers with global reach Over 40K green and diverse sellers o 16,000 Women-Owned o 11,000 Minority-Owned o 5,000 Veteran-Owned o 4,700 Small Disadvantaged o 13,000 Green Buyers can search for green and diverse sellers © 2013 Ariba, Inc. All rights reserved.6
- 7. #AribaLIVE Manufacturing & Machinery 18% Other 38% Electronics 5% IT & Telecommunications 5% Vehicles & Transportation 7% Business Services 19% Construction & Engineering 8% Leading Seller Categories © 2013 Ariba, Inc. All rights reserved.7
- 8. #AribaLIVE Diverse Buying Needs © 2013 Ariba, Inc. All rights reserved.8 IT & Telecom 10% Professional Services 8% Construction & Engineering 8% Facilities & Maintenance 7% Parts & Components 7% Industrial Equipment 6% Marketing & Communications 6% Raw Materials & Chemicals 6% Other 42%
- 9. #AribaLIVE Buyers Sellers Ariba Discovery Ariba Procurement (P2P) How Can I Use It? © 2013 Ariba, Inc. All rights reserved.9 Ariba Sourcing (On-Demand, On-Premise) • Ariba Discovery can be accessed from multiple Ariba solutions Ariba Discovery (Website) Ariba Sourcing (Proposals) Ariba Discovery (Leads) Ariba Contract Mgmt (Contracts) Ariba Network (Orders & Invoices)
- 10. #AribaLIVE © 2013 Ariba, Inc. All rights reserved.10 New Forms of Buyer-Seller Interaction Sourcing Initiatives Buyer • Large spend of $100K - 50M • Conducted by Sourcing managers • Find new sellers through postings on Ariba Discovery Seller • Receive buyer posting leads • Respond to buyer postings • Interact with buyers to form relationship Spot Buys Buyer • Smaller spend of $5K - $100K • Conducted by procurement managers, plant managers, spot buyers • Fulfill non-catalog, rush order, or unplanned purchasing projects Seller • Quick quotes to meet buyer needs • Showcase detailed, unique capabilities in profile • Pursue final sales fast Market Intelligence Buyer • Interested in supply market intelligence for new markets or supply roadmap • Most relevant sellers are contextually presented to buyer based on buying activities and seller capabilities Seller • Drive awareness to prospects through targeted messaging (ProfilePitch) and comprehensive profile • Have buyers contact you when your ProfilePitch gets their attention
- 11. #AribaLIVE Seller Profile Page • Buyers Review profiles of sellers who responded to learn more about capabilities and credentials Preview profile in seller searches • Sellers Submit your profile with every proposal Show up with profile in buyer search results Promote your profile to targeted buyers © 2013 Ariba, Inc. All rights reserved.11
- 12. #AribaLIVE More Value for Buyers and Sellers © 2013 Ariba, Inc. All rights reserved.12 BUYER VALUE • Achieve incremental savings of 15% • Reduce costs up to 75% for seller identification and qualification • Save up to 90% of time for seller identification and qualification • Make better, more informed seller selection decisions SELLER VALUE • Tap into over $5B USD buying volume right in Discovery • Maintain high visibility in front of real decision-makers, with budget and ready to buy • Cost effective lead source versus traditional methods • New sales channel, comprising 15-50+% of revenue for many sellers
- 13. #AribaLIVE The Panel Kory Manley Strategic Sourcing Process & Compliance Manager Kristopher Hart Sales Account Manager © 2013 Ariba, Inc. All rights reserved.13
- 14. #AribaLIVE About Caesars Entertainment • Caesars Entertainment owns, operates, or manages casino entertainment facilities primarily under the Caesars, Harrah’s, and Horseshoe names 52 casinos in 13 states and 7 countries 68,000 employees and 58,000 slot machines 3 million square feet of gaming space and 42,000 hotel rooms Owns and Operates World Series of Poker Casino planned for Baltimore in 2014 © 2013 Ariba, Inc. All rights reserved.14
- 15. #AribaLIVE Caesars’ Challenges • Finding local diverse suppliers to meet stringent regulatory requirements • Laborious supplier identification process via phone, email, and sales meetings • Sourcing team and diversity group needed to find ways to do more in less time during • Add additional suppliers to auctions on Ariba Sourcing™ to increase competition © 2013 Ariba, Inc. All rights reserved.15
- 16. #AribaLIVE Caesars and Ariba Discovery • Used Ariba Discovery to quickly find suppliers that meet specific needs Easy to evaluate, compare, and respond to proposals in a single location with exactly the details needed Can easily add new suppliers to their supplier database on Ariba Sourcing and invite suppliers to sourcing events Engage quickly with awarded suppliers because they are already set up on the Ariba Network Facilitates overall sourcing process from supplier discovery to contract delivery © 2013 Ariba, Inc. All rights reserved.16
- 17. #AribaLIVE Caesars and Ariba Discovery • Created several successful postings with very good supplier participation (Avg. 5+ responses) Diversity: Found local CO2 supplier that also provided most competitive offer, considerably reducing sourcing cost Baked Goods: Saved 10% in overall cost on a multi-million dollar project by finding a new supplier Cut time to find low-cost country suppliers of banquet chairs by 50%, moving quickly over to prototype review Pens: Received fantastic number of high-quality responses from all over the world © 2013 Ariba, Inc. All rights reserved.17
- 18. #AribaLIVE About LLT Bar Code & Label • Providing labels, printers, mobile computers, and more for more than 15 years Went to market by printing 1,000,000 catalogs each year A Bemis Company Stow, OH 11M+ 13 Employees BBB Accredited © 2013 Ariba, Inc. All rights reserved.18 $8 $9 $10 $11 $12 2009 2010 2011 2012
- 19. #AribaLIVE LLT’s Challenges • Connecting with new buyers effectively High cost and declining response rates for direct marketing activities involving list purchases, cold calls, and catalogs Difficulty competing with larger office suppliers with higher brand awareness and nationwide retail presence Hard time getting a foot in the door with large buying organizations that have corporate purchasing programs © 2013 Ariba, Inc. All rights reserved.19
- 20. #AribaLIVE LLT & Ariba Discovery • Using Ariba Discovery to easily discover new leads and connect with Global 2000 companies Signed up for the Advantage Plus package to respond to unlimited buyer postings at no additional cost • Results Responded to an RFP by a popular national retailer and won two-year contract for $400,000 in business – much larger and longer contract than initially published © 2013 Ariba, Inc. All rights reserved.20
- 21. Questions? 21
- 22. #AribaLIVE Maximize Your Impact as a Buyer © 2013 Ariba, Inc. All rights reserved.22 1. Add critical details in your posting to allow faster seller response 2. Give seller feedback on their bidding process and your decision 3. Provide more guidance to sellers through Q&As and messages 4. Review seller ratings and customer references 5. Share your buyer portal URL broadly to increase awareness of your buying opportunities • Top 5 things to do to get what you need fast
- 23. #AribaLIVE Maximize Your Impact as a Seller © 2013 Ariba, Inc. All rights reserved.23 1. Update your profile and contact details 2. Get the commodities and territories right 3. Provide customized responses 4. Invite more references 5. Promote your profile to buyers • Top 5 things to do to leverage your company
- 25. Questions? 25