Traditionally, business-to-business (B2B) firms have used the Internet "in silo" to expose their product catalog for order taking. But the successes in the business-to-consumer (B2C) e-commerce world–and the rapid adoption of Internet technologies like Rich Internet Applications and Web 2.0–has prompted B2B firms to rethink e-business strategy. As a result, many of the leading B2B firms are embracing the Internet as a foundation platform for all sales and marketing efforts by following the best practices from the B2C world.
This white paper will discuss B2B e-commerce market drivers, strategies and best practices for adopting the Internet and web channel for sales and marketing efforts. We include examples from a variety of industries to inspire new ideas for the digital transformation of your business.