Layer One's
14 Focus Points
for M&D success

Do you have a concise plan to gain wallet share?

Have you defined how to increase sales from your site?

Is your digital strategy designed for manufacturing and/or wholesale distribution?

The Layer One's 14 Focus Points that are your path to accomplishing these goals and more. They present a circular, cumulative approach that allows you to start where you're at, and begin the "spiral" process of digital growth, with each improvement adding on to the last.

Manufacturers and Distributors are hit every day with dozens of things they should be doing in the digital space. Whether it's the lastest fad, new optimizations or just maintenance, it can be overwhelmeing to know when and how to spend scarce resources. Layer One's 14 Focus Points are a prioritized progression of tailored steps for Manufactures and Distributors to understand how to maximize digital efforts.

1. Site Stability / Performance

An e-commerce site must be fast, available, and error-free before adding enhancements or features to drive conversions.

2. Iterative Thinking

Change behavior to deliver small, short-term wins that rapidly improve the site to increase functionality and customer satisfaction. This allows constant alignment between reality and large strategic initiatives.

3. Product Data Quality

Beyond completeness and accuracy, provide the right data in the best way so customers buy what they need and come back again. 

4. Empower Search

Know the various ways customers look for a product and then ensure the search engine is configured in a way that returns relevant results. 

5. User Experience

From entering a site, the fewer, more obvious clicks it takes to buy a product the better. Efficient and quick ordering is a top priority for B2B buyers. 

6. Growth KPIs

Measuring the right things is critical to addressing issues or discovering opportunities. This goes beyond the site to include OSRs, contractors, and other metrics. 

7. E-comm Onboarding

Once someone has decided to become a customer, the process to obtain an account to begin buying must be quick, clean, and establish their pricing or other customizations. 

8. Customer facing rep strategy

Having a synergistic digital strategy plan that encourages site adoption from reps and their accounts is critical to growing e-commerce. This includes incentive plans, training, and sales enablement tools. 

9. Data Jobs automation/ Integrations

Ensuring that product data, orders, and customer data automatically flow within an e-commerce site and to other systems increases efficiency and reduces costs. 

10. Mobile Approach & App

People now expect to be able to shop and buy from B2B the same way they buy from B2C. This means not providing a great mobile experience results in lost sales. 

11. Promotions

Leverage all the various and complex promotional opportunities to incentivize customers to purchase online. 

12. Cross-sell / Up-sell

To stimulate additional revenue, a site must be empowered to present related and bundled products along with more expensive or premium substitutes. 

13. Tech-based communications channels

Customers want and expect to talk to live reps through chat, text, or social platforms rather than waiting at the counter or on hold. 

14. AI & Personalization

Once a site has been optimized and maximized, AI or advanced personalization will create a better experience for new customers and build loyalty.


See our thought leadership blog for more!

Cookies help us improve your website experience.
By using our website, you agree to our use of cookies.