B2B Marketing
Business to Business or B2B marketing is becoming as sophisticated as B2C marketing. Ironically though, the B2B market is far larger than that for consumers! The number of transactions involved in getting a consumer product to market is enormous compared to the single transaction involved in purchasing the end product.
B2B marketing has, until now, been the poor relation to consumer marketing; as there is less visibility of B2B marketing, people assume it just doesn’t happen; all the funky, contemporary high profile marketing communications are usually related to the consumer arena, B2B marketing takes second place. Just because it’s less visible, doesn’t mean to say it isn’t happening.
As more and more senior managers in B2B organisations learn about the power of marketing, marketing departments are springing up everywhere. B2B marketing is on the up! Learning valuable lessons from peers in B2C marketing; the B2B marketers are building customer relationships, learning about their markets, devising strong strategies and delivering effective communications.
The profile of B2B marketing is rising and techniques used in B2C marketing are being applied successfully. For example, consider that any business person is also a consumer at home; they bring with them their background, demographics, emotions and beliefs to work – this means B2B marketers are treating the target audience in a more sophisticated way than has been traditionally used.
For example, in the past B2B marketing has used geographic location, number of employees and turnover to segment markets; if the consumer segmentation principles are applied too – that’s a very three dimensional picture of a market isn’t it?
Finally, B2B marketing is huge on the internet. There are more e-commerce transactions everyday for B2B markets than for B2C markets; and this trend will continue. Businesses are increasingly looking to access new markets whilst keeping costs down and the internet is an extremely effective channel to market.
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B2B Marketing
Business to Business or B2B marketing is becoming as sophisticated as B2C marketing. Ironically though, the B2B market is far larger than that for consumers! The number of transactions involved in getting a consumer product to market is enormous compared to the single transaction involved in purchasing the end product.
B2B marketing has, until now, been the poor relation to consumer marketing; as there is less visibility of B2B marketing, people assume it just doesn’t happen; all the funky, contemporary high profile marketing communications are usually related to the consumer arena, B2B marketing takes second place. Just because it’s less visible, doesn’t mean to say it isn’t happening.
As more and more senior managers in B2B organisations learn about the power of marketing, marketing departments are springing up everywhere. B2B marketing is on the up! Learning valuable lessons from peers in B2C marketing; the B2B marketers are building customer relationships, learning about their markets, devising strong strategies and delivering effective communications.
The profile of B2B marketing is rising and techniques used in B2C marketing are being applied successfully. For example, consider that any business person is also a consumer at home; they bring with them their background, demographics, emotions and beliefs to work – this means B2B marketers are treating the target audience in a more sophisticated way than has been traditionally used.
For example, in the past B2B marketing has used geographic location, number of employees and turnover to segment markets; if the consumer segmentation principles are applied too – that’s a very three dimensional picture of a market isn’t it?
Finally, B2B marketing is huge on the internet. There are more e-commerce transactions everyday for B2B markets than for B2C markets; and this trend will continue. Businesses are increasingly looking to access new markets whilst keeping costs down and the internet is an extremely effective channel to market.
Topic Index: