In case you missed it, we heard from Nicole Westenberger, VP of eCommerce and Marketing at Brady Corporation. Nicole discussed how eCommerce can accelerate growth in manufacturing sales when you bring customer insights from your sales team along the way.
Your customers already make digital a big part of their buying process. Learn how to build an online experience that dovetails with your sales team’s efforts. When eCommerce is created under the lens of the entire customer experience, it can bear fruit in the online shopping cart and those offline handshakes.
Here's what we learned:
- 67% of manufacturing purchases are influenced by digital, so recognize how the online journey influences offline sales.
- Expand the definition of what eCommerce and the digital experience means to your organization. Look beyond short-term transactional revenue. While important, the long-term goals of building customer relationships, leveraging the brand and customer service are ways digital can positively impact the sales cycle.
- Start with what problem you are trying to solve for the customer and stay true to their motivations, so your eCommerce presence strikes the right balance of sales pitch and trusted expert.
- Involve your internal stakeholders in the process -- namely sales and distribution. It helps them understand how your organization’s entire digital presence from website to social can help them create stronger relationships with customers and close deals.
- Partner with the Sales team to drive your online content to educate customers and prime that sales conversation when the customer goes from research to becoming a hot lead. Highlight the salespeople who use digital to win.
- Analyze how your website guides the customer through their buying process on their own, as well as how to make it easy for sales reps to walk customers through the journey - see products, request demos, request samples and, of course, checkout.
- Consider your strategy and your resources to personalize the online experience and the type of content they are served. Make customers feel valued as they return to the site or build on how the search terms or other steps they took to arrive at the site, so they don’t feel like it’s a generic experience.