Web-to-print enhances B2B commerce
Web-to-print has been integrated by many businesses employing address validation software on the business-to-consumer (B2C) end of online print commerce. But web-to-print is also starting to be used in more business-to-business (B2B) transactions as a way of improving existing relationships. In fact, Jennifer Matt, managing editor for What​ They Think, believes the digital platform can affect the B2B industry in a vital way.
B2B has a greater revenue stream than B2C
Enhancing an online presence can be financially rewarding for companies and help them offer customers more accessibility to their products. According to Matt, web-to-print allowed businesses to connect with new customers, target additional leads and build the client base. Converting print to the online world granted organizations the opportunity to increase sales in a short time by offering products and services through websites.
But Matt suggests businesses begin to see the value of web-to-print in driving existing B2B client relations and recommends companies consider promoting the benefits of online commerce among current customers. The B2B market is double the B2C stream, and Matt advises businesses to recognize the financial need for embracing B2B in web-to-print: Forester research cited in the article found only 25 percent of companies have adopted the B2B market.
"Across all industries in the United States the B2B commerce market is expected to reach $559 billion by the end of 2013," Matt wrote. "B2B isn't about driving unique and unknown visitors to your site or paying a toll to Google for paid click campaigns. B2B is about servicing your existing customers via a new channel."
Retaining and driving business among existing customers is the easiest way to generate greater sales and increase web-to-print initiatives.
Adopting a B2B strategy for small businesses
Studies have also shown that B2B implementation can cut processing costs to below $2 per transaction, compared to $60 per transaction if processed manually. Matt suggests small companies implement web-to-print in B2B because of the affordabil​ity of the customer self-service platform. Allowing clients the option of going online to complete transactions can save the business time and the customer money.
Organizations might want to consider switching to web-to-print technology in B2B marketing to cut costs and allow clients an easy way to interact with the company. Web-to-print offers businesses an easy way to maximize B2B sales and customer experience.