b2b online presence benchmarking

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B2B Online Presence and Benchmarking

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Comparison and benchmarking of B2B websites. Includes best practices, competitive landscape, and recommendations for improvement.

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Page 1: B2B Online Presence Benchmarking

B2B Online Presence and Benchmarking

Page 2: B2B Online Presence Benchmarking

Client  Logo   Your  Logo  

Page 3: B2B Online Presence Benchmarking

Introduction

Competitive Landscape

Best Practices

Recommendations

Exhibits

Summary

Outline

Page 4: B2B Online Presence Benchmarking

Context of the Study

►  Presenta(on  of  your  client    ►  The  problems    ►  Your  mission  

►  Objec(ve  1      ►  Objec(ve  2  

►  Objec(ve  3    

Context   Objec3ves  

Plan  •  Introduc3on  •  Summary  •  Landscape  •  Best  Prac3ces  •  Recommenda3ons  

Page 5: B2B Online Presence Benchmarking

This  study  focuses  on  (business  segment)  in  (geographic  area).    

Business   Ac3vity  

Name   Ac(vi(es  of  the  business  

Name   Ac(vi(es  of  the  business  

Name   Ac(vi(es  of  the  business  

Name   Ac(vi(es  of  the  business  

Name   Ac(vi(es  of  the  business  

Name   Ac(vi(es  of  the  business  

Name     Ac(vi(es  of  the  business  

logo  

logo  

logo  

logo  

logo  

logo  

logo  

Study Scope Plan  •  Introduc3on  •  Summary  •  Landscape  •  Best  Prac3ces  •  Recommenda3ons  

Page 6: B2B Online Presence Benchmarking

Introduction

Competitive Landscape

Best Practices

Recommendations

Exhibits

Summary

Outline

Page 7: B2B Online Presence Benchmarking

•  (1st  element)  –  (detail)  –  (detail)  –  (detail)  

•  (2nd  element)  –  (detail)  –  (detail)  –  (detail)  

•  (3rd  element)  –  (detail)  –  (detail)  –  (detail)  

•  (4th  element)  –  (detail)  –  (detail)  –  (detail)  

•  (5th  element)  –  (detail)  –  (detail)  –  (detail)  

 

Summary: Business Perimeters Plan  •  Introduc3on  •  Summary  •  Landscape  •  Best  Prac3ces  •  Recommenda3ons  

Page 8: B2B Online Presence Benchmarking

 

Brand    

 

Interac(on    

 Know/Analyze  your  Market  

 

AFrac(on  of  Traffic  

Info  about  Offering   Sales   Service  

 

Intermediary  Support    (Distributors)  

�  Billing  �  Service  aAer  the  

sale  �  Management  of  

contracts  �  …  

�  Analysis  of  Traffic  �   e-­‐reputa3on  �   Surveys  �   Sa3sfac3on  studies  �  …  

�   Making  contact  �   Web  func3on  2.0  (Forums,  sharing…)…    

�  Develop  SEO  and  SEM  �  Organize  contests  �  Develop  cross-­‐media  

communica3on  �  …  

�  Ar3cles  �  Info  about  usage  �  E-­‐learning  �  …  

�  Direct/indirect  �  Where  to  buy?  �  Demand  levels  �  …  

�   Marke3ng  distribu3on  

�   Promo3ons  �  …  

Value Chain Analysis Plan  •  Introduc3on  •  Summary  •  Landscape  •  Best  Prac3ces  •  Recommenda3ons  

Page 9: B2B Online Presence Benchmarking

 

Brand    

 

Interac(on    

 Know/Analyze  your  Makret  

 

AFrac(on  of  Traffic  

Info  about  Offering   Sales   Service  

 

Intermediary  Support    

 (your  client)  

   

=100%  of  poten(al  

   

Compe3tors      

=100%  of  poten(al  

   

Value Chain Analysis Plan  •  Introduc3on  •  Summary  •  Landscape  •  Best  Prac3ces  •  Recommenda3ons  

Page 10: B2B Online Presence Benchmarking

Internet  Presence  Mobile  Presence  Contact  Centers  Sales  Method  Delivery  Channels  &  Packaging  

Introduc3on  

Compe33ve  Landscape  

Best  Prac3ces  

Recommenda3ons  

Summary  

Competitive Landscape

Page 11: B2B Online Presence Benchmarking

Compe3tor   Strength  (EXAMPLES:)   Weakness  

Name    Grade:  xx  /  20  

•   Usability  •   Content  •   Crea(vity  •   Loyalty  

•  Low  natural  traffic  acquisi(on  •  Lack  of  professionalism  

Name    Grade:  xx  /  20  

•   Content    

•  Messy  •  Not  interac(ve  •  Low  usability  •  Low  natural  traffic  acquisi(on  •  Lack  of  professionalism  

Name    Grade:  xx  /  20  

•  Shop  locator  •  Professionalism    

•  Not  interac(ve  •  Low  natural  traffic  acquisi(on  

Name    Grade:  xx  /  20  

•  Usability  •  Shop  locator    

•  Low  natural  traffic  acquisi(on  •  Lack  of  professionalism  

Name    Grade:  xx  /  20  

•  Crea(vity  •  Loyalty  

•  Low  natural  traffic  acquisi(on  •  Lack  of  professionalism  •  Low  usability  

Name    Grade:  xx  /  20  

•  Usability  •  Content  •  Loyalty  •  Interac(ve  

•  Too  many  pop-­‐ups  •  Poor  usability  of  affiliate  sites  

Name    Grade:  xx  /  20  

•  Content  •  Professionalism  

•  Not  interac(ve    

Plan  •  Introduc3on  •  Summary  •  Landscape  •  Best  Prac3ces  •  Recommenda3ons  

Competitors’ Strengths & Weaknesses

Page 12: B2B Online Presence Benchmarking

u  (Remark)  

u  (Remarks)  

-  (1st  point)  

 

►  (Remark)  

-  (1st  point)  

       (Name)  

 (Name)   (Name)   (Name)   (Name)   (Name)   (Name)  

Compe

33on

 Breakdo

wn   Segment  Rank   14   8   3   2   5   6   1  

B2B    users   20%   100%   100%   100%   40%   100%   100%  

B2C  users   100%   30%   66%   100%   80%   100%  

Interna(onal  Presence  (%  of  sites)  

71%   100%   100%   100%   80%   50%   100%  

(Your  client)  

8  

100%  

62%  

100%  

Competitors’ Internet Presence Plan  •  Introduc3on  •  Summary  •  Landscape  •  Best  Prac3ces  •  Recommenda3ons  

Page 13: B2B Online Presence Benchmarking

 

►  (Remark)  

►  (Remark)  

*  Selon  nos  observa(ons,  ces  sites  ne  sont  pas  des  CMS  

        (Name)   (Name)   (Name)   (Name)   (Name)   (Name)   (Name)  

Metho

d  of  Organ

iza3

on   Centralized  Internet  hub    No    Yes      No   Yes    No     Yes    Yes  

Clean  Structure   Yes   No   Yes   No   Yes   No   No  

Hos(ng   Decentralized  Centralized  (50%  New  York)  

Decentralized  Centralized  (100  %  Texas)  

Decentralized  Centralized  (90%  East  Coast)  

Centralized  (50%  US,  50%  

Canada)  CMS  standard  (Joomla,  Drupal…)*   No   No   No   No   No   No   No  

Monitoring    Google  analy(cs      Google  analy(cs    

 Google  analy(cs    

 Google  analy(cs    

 Google  analy(cs    

 Google  analy(cs    

 Google  analy(cs    

(Your  Client)  

 Yes  

No  

Centralized  (100%  CA)  

No  Google  Analy(cs  

Competitors’ Internet Presence Plan  •  Introduc3on  •  Summary  •  Landscape  •  Best  Prac3ces  •  Recommenda3ons  

Page 14: B2B Online Presence Benchmarking

 

►  (Remark)  

►  (Remark)  

►  (Remark)  

(Name)   (Name)   (Name)   (Name)   (Name)   (Name)   (Name)  

Performan

ce  

Graphics  (modern  design)   2,4   1,9   2,2   2,7   2,5   2   2,8  

Consistency  (brand,  naviga(on…)   1,5   2,2   1,7   2,5   2,5   2   3  

Usability   1,75   1,61   1,77   2,22   1,74   1,78   2,11  

Traffic  Acquisi(on  (SEO,  SEM,  criteria  in  page/off  page)  

1,5   1,2   1,4   1,7   1,2   1,8   2,8  

Loyalty  (returning  visitors,  newsleFer)  

54%   77%   60%   0%   80%   9%   0%  

(Your  Client)  

1,75  

2  

1,60  

1,1  

1%  

Traffic  Acquisi(on  

logo  

logo  logo  

logo  

logo  

Competitors’ Performance Plan  •  Introduc3on  •  Summary  •  Landscape  •  Best  Prac3ces  •  Recommenda3ons  

Quality  

Page 15: B2B Online Presence Benchmarking

►  (Remark)    

►  (Remark)    

       (Name)   (Name)   (Name)   (Name)   (Name)   (Name)   (Name)  

Value  Prop

osi3on

 

Catalogue  (quality  of  presenta(on)    

2   2   2   3   2   3   3  

E-­‐commerce   No   No   No   No   No   No   No  

Interac(ve   0,31   0,17   0,11   0,17   0,33   0,31   0,33  

B2B                              

Wasted  Space   43%   13%   0%   50%   40%   0%   100%  

Contact  Pro   Yes   Yes   Yes   Yes   Yes   Yes   Yes  B2C                              

Content   2,15   2,71   2,33   3,00   2,00   2,17   3,00  

Shop  locator  (existence,  quality.)   31%   57%   67%   0%   20%   33%  

(Your  Client)  

1  

Yes  

0,33  

   

100%  

Yes  

   

2,10  

66%  

Value Proposition (1/2) Plan  •  Introduc3on  •  Summary  •  Landscape  •  Best  Prac3ces  •  Recommenda3ons  

Page 16: B2B Online Presence Benchmarking

Content  

Scop

e  of  Target  

►  (Remark)  

-  detail  

-  detail  

►  (Remark)  

-  detail  

logo  

logo  

logo  

logo  

logo  

logo  

Value Proposition (2/2) Plan  •  Introduc3on  •  Summary  •  Landscape  •  Best  Prac3ces  •  Recommenda3ons  

Page 17: B2B Online Presence Benchmarking

Name  of  site  

hFp  ://www.site-­‐example.com  

Name  of  site  

http ://www.site-example.com

Screen  shot   Screen  shot  

►  Market  :    ►  Target  :    ►  Objec(ves:  ►  Strengths:  

Plan  •  Introduc3on  •  Summary  •  Landscape  •  Best  Prac3ces  •  Recommenda3ons  

Benchmarks

►  Market  :    ►  Target  :    ►  Objec(ves:  ►  Strengths:  

Page 18: B2B Online Presence Benchmarking

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for  $5.  

 hFp://www.consul(ngcafe.com/products/b2b-­‐online-­‐presence