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Customer project

Digitalisation of a B2B
Order Platform

The digital order platform connects CRM, Marketing Automation and ERP inventory data into a rule-based process for B2B target groups. Order campaigns can be set up faster, targeted more precisely and controlled more effectively –
with automatic availability checks, quantity logic and direct downstream processing.

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Business Activity

The company brings together several brands in the pharmaceutical and natural cosmetics space. Its communications address a range of target audiences, including professional healthcare audiences, brand partners and other B2B groups.

"With the digital order platform we were able to significantly simplify a process that had previously been highly manual. Orders are now captured in a structured way through a digital interface, availability and quantities are controlled automatically, and the relevant information is immediately available for further processing. This reduces effort, prevents over-ordering and creates greater transparency across the entire process."

Sales Project Team

The Project in Detail

Application

A digital order platform for B2B order processes was developed for the company. The solution replaces paper- and PDF-based promotional order forms with an integrated digital process built on CRM, a Marketing Automation suite and connected ERP inventory logic.

Order options are created digitally in the CRM. The resulting order interface is generated dynamically as a landing page by the Marketing Automation system. Product information, availability, prices, safety stock levels, bundle sizes and maximum quantities are all controlled at system level.

The platform is aimed in particular at defined B2B target groups such as midwives, institutions and other professional audiences who can order promotional items, information materials or free materials.

Starting point

Before digitalisation, orders were handled through a variety of manual channels. Promotional order forms were processed as PDFs, by fax, by e-mail or by phone. Incoming orders then had to be captured, checked, forwarded and processed internally – all by hand.

Typical challenges included:

  • High manual data capture effort
  • Orders arriving via multiple inbound channels
  • Unstructured data from fax, e-mail or phone
  • Increased coordination effort between departments
  • Risk of over-ordering popular products
  • No automatic checking of availability and safety stock levels
  • Manual quantity checking
  • Limited ability to target specific audience segments
  • Laborious transfer of relevant order data to the responsible teams

Particularly critical was the management of free or limited materials. Without automated stock and quantity logic, there was a real risk that high-demand products would be over-used or over-ordered.

Solution

An order option is created in the CRM with a name, availability date and associated products. This information is then passed to the Marketing Automation system, which publishes it as a digital order interface.

The core solution components:

  • Creation of order options in the CRM
  • Definition of available products in the CRM
  • Integration of products with the ERP system
  • Transfer of stock levels and prices to the Marketing Automation system
  • Automatic generation of an order landing page via Marketing Automation
  • Management of safety stock levels
  • Hiding or deactivating unavailable products
  • Specification of bundle sizes, for example in steps of 5 or 10
  • Definition of maximum quantities per order
  • Audience logic for professional audiences, institutions and self-employed individuals
  • Transfer of order data from Marketing Automation back into the CRM
  • Forwarding of all relevant information to the teams responsible for packing and dispatch

The result is a fully automated order process – from the creation of an order option through to digital order capture and internal processing.

Benefits

The digital order platform significantly reduces the administrative burden and establishes a structured, traceable process. Orders no longer arrive by fax, e-mail, phone or manual PDF handling, but through a central digital interface with integrated system logic.

  • Significant reduction in manual data capture effort
  • Fewer errors thanks to structured digital order forms
  • Automatic checking of stock levels and availability
  • Prevention of over-ordering
  • Better control of free promotional materials
  • Quantity limits per order
  • Audience-specific delivery of offers
  • Direct transfer of order data into the CRM
  • Faster internal processing
  • Better traceability of orders
  • Relief for specialist departments and administrative teams

Particularly valuable is the combination of order logic and ERP inventory data. Products whose safety stock level has been reached are automatically made unavailable for ordering. This actively controls the consumption of limited materials and reduces operational rework.

Business Impact

The solution delivers the following improvements:

0-0%Less manual effort in capturing and checking B2B orders
0-0%Less manual rework through structured digital order data
0-0%Faster internal downstream processing through automatic transfer of relevant order information
0-0%Less coordination effort between administration, specialist departments and dispatch
0-0hMonthly relief – approx. 100 to 400 hours per year
Further benefits
Significant reduction in over-ordering through safety stock and maximum quantity logic
Higher data quality through standardised capture instead of fax, e-mail or phone orders
Better budget and material control for free promotional items and information materials

Based on a conservative estimate of 5 to 10 minutes of effort saved per order and, for example, 100 to 200 orders per month, this produces the relief figures stated above. Additional savings arise from avoided incorrect orders, fewer clarification cases, less over-use of free materials and faster processing in the dispatch workflow.

Strategic Value

The company gains a scalable digital order infrastructure that intelligently connects CRM, Marketing Automation and ERP inventory data. The platform is not merely a replacement for PDF or fax orders – it is a rule-based digital process for B2B target groups.

The solution creates greater transparency, better controllability and higher process reliability. At the same time, new order campaigns can be set up more quickly, targeted more precisely at professional audiences and managed more effectively.

Business Impact

The solution delivers the following improvements:

0-0%Less manual effort in capturing and checking B2B orders
0-0%Less manual rework through structured digital order data
0-0%Faster internal downstream processing through automatic transfer of relevant order information
0-0%Less coordination effort between administration, specialist departments and dispatch
0-0hMonthly relief – approx. 100 to 400 hours per year
Further benefits
Significant reduction in over-ordering through safety stock and maximum quantity logic
Higher data quality through standardised capture instead of fax, e-mail or phone orders
Better budget and material control for free promotional items and information materials

Based on a conservative estimate of 5 to 10 minutes of effort saved per order and, for example, 100 to 200 orders per month, this produces the relief figures stated above. Additional savings arise from avoided incorrect orders, fewer clarification cases, less over-use of free materials and faster processing in the dispatch workflow.

Strategic Value

The company gains a scalable digital order infrastructure that intelligently connects CRM, Marketing Automation and ERP inventory data. The platform is not merely a replacement for PDF or fax orders – it is a rule-based digital process for B2B target groups.

The solution creates greater transparency, better controllability and higher process reliability. At the same time, new order campaigns can be set up more quickly, targeted more precisely at professional audiences and managed more effectively.