Report: BTB Buyers Will Trade Online If Suppliers Offer Comprehensive Services

Share this content:
More than 80 percent of business-to-business buyers would be strongly influenced to trade online with suppliers that offer more comprehensive services, according to a report issued yesterday by Jupiter Media Metrix.

Jupiter also said 54 percent of surveyed executives would treat suppliers as "preferred vendors" if they provided such value-added services as design collaboration and inventory visibility.

Jupiter's analysts identified interactive planning as a third category that could play a significant role.

Analysts said suppliers must provide "buyer productivity application" services, designed to simplify BTB interactions, to jump-start the slow growth of BTB commerce and to strengthen relationships with buyers.

The analysts predict that BTB buyers will continue to be slow with their move to the Web for the next 18 months.

Six percent of the 406 executives surveyed said that if a vendor provided buyer productivity applications, they would shift all of their buying to that supplier, while 22 percent would increase the amount they buy from that supplier.

As for helping suppliers understand buyer motivations, Jupiter said suppliers must plan before they spend, since online initiatives are costly. Jupiter said suppliers' strategies must reflect an understanding of buyer motivations.

To be effective, Jupiter said the strategies should look to reflect research and study of best buyers; initiate buyer training; move existing buyers online; implement advanced buyer productivity applications; and attract new business online.

The report is titled "B-To-B Supplier Strategies: Increasing Market Share Through Buyer-Productivity Applications."


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above