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When it comes to dominating the $7.7 trillion wholesale and B2B ecommerce market, two questions STAND OUT: what are (1) the myths and (2) the musts?

To find answers, Aaron Orendorff reached out to a who’s who of online merchants, marketers, and influencers.

Everybody from multi-million-dollar brand owners like Daniel Snow and Neil Patel, to mega influencers like Sam Hurley, John Rampton, and Murray Newlands, to content-marketing masterminds like Jeff Bullas, Robert Rose, and Kevan Lee, right down to CRO and SEO leaders like Peep Laja and Andy Crestodina.

  • AO

    Aaron Orendorff

    about 2 months ago #

    Thanks so much, @benjihyam … TONS of work went into putting that thing together! Can't wait to see the response :-)

  • SP

    Sujan Patel

    about 2 months ago #

    You have to start by accepting your opinion doesn’t matter and you don’t know what will work.

  • WH

    William Harris

    about 2 months ago #

    Incredible post as always... really wish I would have had something good to say this time around haha.

    • AO

      Aaron Orendorff

      about 2 months ago #

      I'm just impressed you told me the TRUTH when I asked. Most everybody jumps into posts like this, which is why I try to be selective when reaching out. Rare integrity you got, Will. And thanks!

  • JC

    Johannes Ceh

    about 2 months ago #

    Wow! Nice one Aaron. Hard work pays off.

  • RR

    Robbie Richards

    about 2 months ago #

    Epic as always, Aaron! Some great insights to be taken away.

    Love Travis' comment (#13) about a lot of B2B brands, especially in the technical space, not leveraging influencers to help amplify their brand and message. I'm definitely guilty of this one too :)

    Thanks for putting this together.

    • AO

      Aaron Orendorff

      about 2 months ago #

      I'll tell ya … Travis is a RARE find. I connected with him on FB though an amazing group and I've been looking to him for legit influencer help over the last few months. Zero ego, all about the math, and serious insider knowledge from working on the frontlines (and behind the scenes) of influencer marketing. Rare indeed!

      And thanks.

      • BJ

        Ben Jacobson

        about 2 months ago #

        Yeah, it seems like B2B influencer marketing has nowhere near the momentum that B2C influencer marketing has. In my experience, B2B companies do try to use this tactic/channel, but it's so fragmented that forging the killer connections can be elusive.

        There are a lot more fitness "gurus" on Instagram willing to promote a sponsor's extra-absorbent headbands than marketing SaaS "gurus" eager to give other app brands shoutouts. They're out there for sure, and they're powerful, but on a different scale.

        @aaron_iconicontent_com, any idea if Viral Nation, Travis's agency, represents any particularly awesome B2B talent?

      • AO

        Aaron Orendorff

        about 2 months ago #

        @osbennn They do … Travis has mentioned some big names to me in B2B, but I'll have to see if he's able to discuss them publically or not

  • JS

    James Scherer

    about 2 months ago #

    Boom!

    God I love @kevanlee - “The must: give something away for free... whatever you can do to add to the value of the thing someone is buying" - this is so damn true. Whether abandoned cart emails, retargeting, wherever. I can't tell you how many times I've made a decision about purchasing online due to a value-add. Nice one, Aaron!

  • RS

    Ross Simmonds

    about 2 months ago #

    Love this point from Jessica Goerke: "Myth: Selling online will negatively impact your brand identity."

    So many B2B brands fall into the trap of thinking that selling online is going to discredit their brand. In reality, selling online is giving you a bit of an insurance measure that helps sustain growth for years to come! This is a great piece @aaron_iconicontent_com .. I'm curious - Is there any great examples of B2B ecommerce sites that you've seen using Shopify over the last few months? I'm always on the hunt for great examples of B2B brands doing it right... Any inspiration worth noting?

    • AO

      Aaron Orendorff

      about 2 months ago #

      Good question. The Elephant Pants (first people in that post) are killing it with wholesale. And Grainger has the most amazing B2B site I've seen so far. Farm tools … who knew?!

      Also, I'd LOVE to hear if you've come across any B2B ecommerce standouts … got another article coming up on that front

  • MS

    Matthew Spurr

    about 2 months ago #

    Damn Aaron! This is why I love your content, there's always SOOOO much good background work that goes into it, I know it's going to be worth reading. Some epic home truths in this one and some invaluable tips from the Masters! Thanks for posting it mate, will circulate among those I know who will really benefit from the wisdom you've collated. I'm a big advocate at present of UGC for all sorts of things and so definitely agree with Tomer in (26), but that being said, I've gotta agree with pretty much most of the things said.

    Keep up the good work Mr. Orendorff :-)

    • AO

      Aaron Orendorff

      about 2 months ago #

      I knew Tomer would work UGC into his contribution ;)

      But honestly, the stuff Yotpo is doing across the ecommerce board — B2C and B2B — is truly phenomenal.

      Thanks so much, @matthewspurr

  • BR

    Brian Rabben

    about 2 months ago #

    Yet another kickass, amazingly comprehensive contribution from @iconicontent ... We 💗 You Aaron !!!

  • LS

    Lewis Stowe

    about 2 months ago #

    So it seems the take away is that B2B isn't really that different than B2C. Great Post.

    • AO

      Aaron Orendorff

      about 2 months ago #

      In many ways, totally. The big differences, of course, are (1) length of sales cycle, (2) number of decision makers (which can actually make personalization dangerous to a degree), and (3) deal structures. I'm cooking up a piece on the difference right now, so this is totally top of mind for me.

  • SV

    Scott Valentine

    about 2 months ago #

    This piece is a treasure-trove of insights and inspiration. Thanks Aaron!

  • TF

    Taylor Ford

    about 2 months ago #

    Nice post! Thanks for sharing these.

  • RS

    Rishabh Saxena

    about 2 months ago #

    Blown away by the number of influencers and experts you talked to for this article! Amazing read.

    Thanks for sharing @benjihyam and kudos on the article @aaron_iconicontent_com !

  • SJ

    Stephen Jeske

    about 1 month ago #

    I'd really love to read the background on this story. It would be great to learn what was involved in putting a post of this high caliber together.

    • AO

      Aaron Orendorff

      about 1 month ago #

      I've actually been sending out info to my personal email list on exactly that topic, @stephenjeske. I'll tell you … a lot of it comes down to (1) creating a super simple Google Form to collect the contributions, (2) following up quickly to flesh out or get clarification on the answers, (3) trading up the chain — as Ryan Holiday puts it — and (4) emails, emails, emails ;-)

  • SB

    Siddharth Bharath

    about 2 months ago #

    This - “Ultimately, you’ll be better off competing to have the best customer service than trying to have the most affordable products.”

    Applies to every business. Awesome work yet again, Aaron!

    • AO

      Aaron Orendorff

      about 2 months ago #

      Yeah, that line stood out to me too! One of those universal truths … that I need to hear again and again!

  • MB

    Michael Blankenship

    about 2 months ago #

    YES! I love this one:

    “The number one myth is that the content cannot be interesting. You just need to be able to be creative and learn the art of storytelling.”

    “Create content that adds value to the target audience. Write and create content that solves problems and educates the potential buyers.” @jeffbullas

    To me, this is the heart of great content. No fluff. Just damn helpful stuff.

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