{"id":1758,"date":"2023-03-27T14:29:02","date_gmt":"2023-03-27T14:29:02","guid":{"rendered":"https:\/\/www.rafter.one\/?p=1758"},"modified":"2025-11-28T16:07:59","modified_gmt":"2025-11-28T16:07:59","slug":"b2b-commerce-powers-self-service-and-subscription","status":"publish","type":"post","link":"https:\/\/www.acxiom.com\/salesforce\/b2b-commerce-powers-self-service-and-subscription\/","title":{"rendered":"B2B Commerce Powers Self-Service and Subscriptions"},"content":{"rendered":"\n

Customer expectations have increased due to digital transformation’s rapid advancement. Businesses now focus more on offering self-service capabilities in real-time through personalized experiences to keep up with the tech-savvy generations. Furthermore, since B2B customers shop online just like B2C customers do, they expect a linked commerce experience. Before we delve into a success story<\/span> of how a large global accounting software vendor<\/span>\u00a0introduced robust self-service capabilities with Salesforce B2B Commerce to empower their customers, let’s review the main benefits B2B Commerce<\/span> can bring to the table.<\/span><\/span><\/span><\/p>\n\n\n\n

Approaches to <\/span>Enhance <\/span>Business Experience with <\/span><\/span>B2B Commerce<\/span><\/span> <\/span><\/span><\/span><\/h2>\n\n\n\n

Strengthening <\/span>business <\/span>operations<\/span> with <\/span><\/span>Salesforce B2B <\/span>C<\/span>ommerce<\/span><\/span> can bring numerous benefits, enabling any business with three main functionalities.<\/span><\/span> <\/span><\/span><\/span><\/p>\n\n\n\n

Digitalization<\/h4>\n\n\n\n

Businesses need to embrace digitalization to succeed in <\/span>B2B Commerce<\/span>. This means adopting digital tools and technologies to streamline operations, improve communication, and increase efficiency. In addition, it offers<\/span> on-demand, real-time, and mobile access to customers.<\/span> <\/span> <\/span><\/p>\n\n\n\n

Personalization<\/span><\/h4>\n\n\n\n

B2B customers expect the same personalization and convenience they experience with <\/span>Salesforce B2C Commerce<\/span>. In addition, it can deliver predictive, intelligent messages to its targeted audience.<\/span> <\/span><\/p>\n\n\n\n

Seamless Operation<\/h4>\n\n\n\n

Ensuring the purchasing process is seamless and easy to navigate is essential. It provides customers with clear product descriptions and specifications and works on data-driven, integrated, and up-to-date software. Businesses should also focus on offering fast, reliable delivery options and flexible payment and financing options.<\/span> <\/span><\/p>\n\n\n\n

Businesses can create a successful and profitable <\/span>B2B Comme<\/span>rce experience by focusing on these critical areas. <\/span>B2B companies<\/span> can offer B2C-like experiences using connected <\/span>CRM data<\/span>, account hierarchies, negotiated pricing, custom catalogs, and dispersed order management for split shipments to reach the capabilities above. With the right tools, technologies, and strategies, companies can continue to grow and stay ahead of the competition and thrive in the ever-changing digital landscape. <\/span> <\/span><\/p>\n\n\n\n

Now, let’s dive deeper into a case study of how our client powered subscriptions and self-service by adopting <\/span>Salesforce B2B Commerce<\/span>.<\/span> <\/span><\/p>\n\n\n\n

Challenges in <\/span>Of<\/span>fering<\/span> Comprehensive <\/span>Multi-<\/span>Cloud<\/span> Self<\/span>–<\/span>Subscriptions <\/span><\/span> <\/span><\/h2>\n\n\n\n

Our above mentioned global accounting software vendor client <\/span><\/span><\/span><\/span>is the market leader in payroll, integrating accounts, people, and payment systems services. They currently serve 3 million business customers worldwide, with an ecosystem of over 40,000 partners and accountants. Their revenue <\/span>was<\/span> $2.4 billion<\/span> during the <\/span>fiscal year<\/span> 2017. To deliver a refined customer experience, our client<\/span><\/span> aimed to offer a self-service platform for frictionless sign-up, sales, and upsell\/cross-sell across all their subscription service channels.<\/span><\/span> <\/span><\/span><\/p>\n\n\n\n

A m<\/span>ulti-cloud self-service <\/span>offering<\/span> can be challenging due to several factors. Our client’s<\/span> team<\/span> met <\/span>significant obstacle<\/span>s<\/span> when aiming to implement self<\/span>-service capabilities<\/span> as<\/span> customer demand for <\/span>this ability<\/span> was growing.<\/span> The biggest challenges they <\/span>encountered <\/span>were <\/span>in achieving these goals<\/span>.<\/span><\/span> <\/span><\/span><\/p>\n\n\n\n

Goal #1: Transform digital into the primary channel for B2B and <\/span><\/span>B2C Commerce<\/span> <\/span>subscription <\/span>sales.<\/span><\/span> <\/span><\/h4>\n\n\n\n

Digital channels have become increasingly crucial for subscription sales across both B2B and B2C Commerce. By making digital the primary channel for subscription sales, businesses can enjoy many benefits, such as increased customer convenience, higher sales, lower costs, and enhanced customer insights.<\/span>\u00a0<\/span><\/span><\/p>\n\n\n\n

Goal #2: <\/span><\/span>Provi<\/span>de<\/span> smooth customer experience in real-time on our client’s website.<\/span><\/span> <\/span><\/h4>\n\n\n\n

This <\/span>involves <\/span>using<\/span> real-time data to proactively <\/span>predict<\/span> and address customer needs, offer fast and convenient checkout processes, and continuously <\/span>perfect<\/span> the customer journey <\/span>while<\/span> remov<\/span>ing<\/span> friction points. Ultimately, <\/span>the goal is to <\/span>deliver a consistent and personalized experience that <\/span>exceeds <\/span>customer expectations and <\/span>meets <\/span>their <\/span>unique <\/span>needs<\/span> in real-time<\/span>.<\/span><\/span> <\/span><\/span><\/p>\n\n\n\n

Goal #3: <\/span><\/span>Boost<\/span> the speed at which new products embrace software <\/span>solution<\/span>s.<\/span><\/span><\/h4>\n\n\n\n

Integrating automation <\/span>platforms<\/span> can enhance the speed and accuracy of customer support, enabling a smoother and more efficient experience for the customer. <\/span>Prioritizing<\/span> customer satisfaction and <\/span>offer<\/span>ing real-time <\/span>help<\/span> can foster a positive and lasting relationship between <\/span>our client’s website<\/span> and <\/span>their customers<\/span>.<\/span><\/span> <\/span><\/p>\n\n\n\n

Goal #4: <\/span><\/span>Utilize existing media to create digital-first customer commerce <\/span>channels.<\/span><\/h4>\n\n\n\n

Businesses can <\/span>use<\/span> existing media platforms such as social media, e-commerce marketplaces, and messaging apps. By <\/span>using<\/span> these existing digital <\/span>outlets<\/span>, companies can reach a wider audience and <\/span>offer <\/span>a seamless shopping experience for their customers<\/span>, meeting them where they are<\/span>.<\/span><\/span> <\/span><\/p>\n\n\n\n

Multi-Cloud<\/span> Solution Delivery via Acxiom<\/span><\/span><\/span><\/span><\/h2>\n\n\n\n

Implementing contemporary commerce<\/span> solutions can be challenging and intimidating. At<\/span> Acxiom, we establish the customer journey beyond the moment of purchase<\/span> with a prioritized pricing strategy and extensive Salesforce B2B subscription offerings. The ability to purchase without leaving our client’s<\/span> website was<\/span> achieved via an API-led method, ensuring everyone, even the inside sales and service employees, can use self-service. These modifications are visible on the web and mobile editions for in-product sales and services.<\/span> <\/span><\/span><\/p>\n\n\n\n

Salesforce Technical Implementation<\/span><\/span> <\/span><\/h4>\n\n\n\n

To address their challenges, Acxiom supported the technical Implementation including: <\/span><\/p>\n\n\n\n

    \n
  • Our client was migrated to the Salesforce B2B Commerce platform which handles products and pricing including cart management, centralized subscription management, promotion and discounts.<\/li>\n\n\n\n
  • Integrated Tax Engine, Address Lookup, and Provisioning\/Entitlement solutions also came as part of the B2B Commerce bundle.<\/li>\n\n\n\n
  • Zoura Billing was integrated with B2B Commerce to provide a seamless self-service billing solution for orders, amendments, invoices, recurring billing, and electronic payments.<\/li>\n\n\n\n
  • SiteCore\u2019s Content Management System (CMS) achieved a self-service digital storefront for customers.<\/li>\n\n\n\n
  • MuleSoft added an additional Application Programming Interface (API) layer to support the omni-channel commerce experience as well as all integrations for the project implementation.<\/li>\n\n\n\n
  • Eloqua created opportunities to fill the marketing funnel through automated marketing campaigns.<\/li>\n<\/ul>\n\n\n\n

    The Outcome for the G<\/span><\/span>lobal Accounting Software Vendor<\/span><\/span><\/span><\/span><\/span><\/h4>\n\n\n\n

    Now that our client has adopted the <\/span>Salesforce B2B Commerce<\/span> platform, they can access advanced tools and features like Product Catalogue, Manage Pricing, Manage Promotions, Manage Orders, and Subscription Lifecycle. <\/span> <\/span><\/p>\n\n\n\n

    As a result, the customers who visit their website to stimulate business purchases now have a new self-service customer journey. <\/span> <\/span><\/p>\n\n\n\n

      \n
    • Users can now access the site from anywhere and try, buy, upgrade, or manage their accounts.<\/span> <\/span><\/li>\n\n\n\n
    • In the Salesforce Commerce platform, there is a single catalogue and price.<\/span> <\/span><\/li>\n\n\n\n
    • Complete 360-degree pipeline visibility via Sales Cloud now exists.<\/span> <\/span><\/li>\n\n\n\n
    • The marketing department smoothly manages B2B offerings and promotions.<\/span> <\/span><\/li>\n\n\n\n
    • Accessibility of cross-platform performance reporting has been achieved.<\/span> <\/span><\/li>\n\n\n\n
    • CMS\/Web platform optimization of the client journey is available.<\/span> <\/span><\/li>\n<\/ul>\n\n\n\n

      Milestones Achieved After Solution Implementation<\/span><\/span> <\/span><\/h4>\n\n\n\n

      Some exiting milestones have come as a result of the implementation process. Here are a few highlights:<\/span> <\/span><\/p>\n\n\n\n

        \n
      • In Phase 1 of implementation, three products were launched in two markets.<\/span> <\/span><\/li>\n\n\n\n
      • Over 15,000 new businesses signed up on the website in the United Kingdom.<\/span> <\/span><\/li>\n\n\n\n
      • The sales team now has access to a referral feature, embedded in a real-time operating model.<\/span> <\/span><\/li>\n\n\n\n
      • Time for GTM products reduced from months to a few weeks.<\/span> <\/span><\/li>\n\n\n\n
      • Multilingual and multi-currency are supported. <\/span> <\/span><\/li>\n\n\n\n
      • Flexible Subscription options are offered.<\/span> <\/span><\/li>\n\n\n\n
      • Multiple discounting models exist. <\/span> <\/span><\/li>\n\n\n\n
      • Analytics (tagging) supports data capture and data-driven decision opportunities.<\/span> <\/span><\/li>\n<\/ul>\n\n\n\n

        Get Inspired By Our Client’s Success<\/h2>\n\n\n\n

        To learn more about\u00a0our global accounting software vendor<\/span><\/span><\/span><\/span> client’s transformation through B2B Commerce,\u00a0watch the complete webinar<\/span>\u00a0hosted by Salesforc<\/span><\/span><\/span>e.<\/p>\n\n\n\n

        If you are ready to implement efficient strategies to take your business operations and digital customer experience to the next level, Acxiom provides end-to-end solutions to meet the unique needs of your technology business.<\/span> <\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

        Customer expectations have increased due to digital transformation’s rapid advancement. Businesses now focus more on offering self-service capabilities in real-time through personalized experiences to keep up with the tech-savvy generations. Furthermore, since B2B customers shop online just like B2C customers do, they expect a linked commerce experience. Before we delve into a success story of […]<\/p>\n","protected":false},"author":13,"featured_media":5489,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"_gspb_post_css":"","inline_featured_image":false,"footnotes":""},"categories":[44,6,9,47,116,48,49,114],"tags":[3,59,81,76,74,65,94],"topics":[165],"class_list":["post-1758","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b-commerce-page","category-blog","category-case-studies","category-experience-cloud-page","category-resources","category-sales-cloud-page","category-service-cloud-page","category-who-we-serve","tag-b2b-commerce","tag-cpq-billing","tag-crm","tag-marketing-cloud","tag-service-cloud","tag-subscriptions","tag-technology","topics-salesforce"],"acf":[],"yoast_head":"\nB2B Commerce Powers Self-Service and Subscriptions - Acxiom Salesforce Practice<\/title>\n<meta name=\"description\" content=\"B2B 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