W. W. Grainger, No. 15 on the Internet Retailer Top 500 Guide, provided some great insight to Internet Retailer as to how they make online marketing work for B2B – and that it generates more than 30% of all sales ($2.7 billion online). Here are a couple tactics that have made their B2B tic;
- Paid Search (6M keywords for 1M products)
- Invested Value in Search Marketing and SEO
- Highly Targeted Emails (less volume, more target)
- Big Data (using online data to inform offline sales, esp. with shopping cart abandonment rates)
It’s marketing strategy and understanding like this that KEEPS them at the top as the largest retailer of maintenance, repair and operations supplier.
“We don’t really go after customers online,” vice president of e-commerce Paul Miller told attendees today at the B2B Multichannel conference in Phoenix. “If we’re doing our job right, they should be finding us.”
“If they can’t find us or can’t get to our site, all the rest of the equation falls off,” Miller says. “We make sure to ask where the customer is when they start their journey and try to be relevant in that search. You can’t underestimate the importance of those first parts of the journey.”
…it sounds like they have a true understanding of what’s up next, Discovery Marketing.