Presented by:Desai Madhav Ashutosh
Hazardous Online B2B Marketing Mistakes
BUSINESS TO BUSINESS MARKETING
Definition:-Business to Business MarketingBusiness Marketing is the practice of individuals, or organizations, including commercial businesses, governments and institutions, facilitating the sale of their products or services to other companies or organizations that in turn resell them, use them as components in products or services they offer, or use them to support their operations
TOP B2B BRANDS
INDUSTRIAL VS CONSUMER MARKETINGAreas of Difference B2B Market Consumer Market
Market Characteristics Geographically Concentrated Geographically Disbursed
Relatively Fewer Buyer Mass Market
Product Characteristic Technical Complex Standardize
Customized
Service Characteristic Service , timely Availability extremely Important
Somewhat Important
Buying Behavior Involvement of Various functional area from both the ends
Involvement of family members
Purchase Decisions are performance based and rational
Purchase decisions are mostly based on Physiological /social/psychological needs
Technical Expertise Relatively less technical expertise is required
Stable Interpersonal relationship Non- Personal relationship
Areas of Difference Industrial Market Consumer Market
Channel Characteristic More Direct Indirect
Fewer Intermediaries Multiple layer of Intermediaries
Promotional Characteristic
Emphasis on Personal Selling Emphasis on Mass Media (Advertising)
Price Characteristic Competitive Bidding and Negotiated Prices
List Price or MRP
List Price for Standard Products
INDUSTRIAL VS CONSUMER MARKETING
B2B DISTRIBUTION CHANNEL CHARACTERISTICS
Company Sales Force
Manufacturer
Representative Agency
Distribution Dealer
Customer CustomerCustomer
TYPES OF B2B MARKETING
Conventional Digital
face-to-face events Email
print advertising Webcast
customized magazines Articles & Blogs
Telemarketing Podcast (audio/video)
Search Advertisements
Social Networks
E-news Letters
Webinars
White Papers
DIGITAL MEDIA FOR MARKETING
Problem Recognition
General Description of Need
Product Specification
Supplier Search
Acquisition & Analysis of Proposal
Supplier Selection
Selection of Order Routine
Performance Review
B2B BUYING PROCESS
ORGANIZATIONAL BUYING SITUATIONS
The buyer routinely re-orders the same product or service with out any
modification
The buyer purchase product or service for the first time
The buyer wants to modify product specifications, price, service or
supplier
New Task
Modify Rebuy
Straight Rebuy
Org
aniza
tiona
l Buy
ing
Beha
vior
Environmental Forces
Organizational Forces
Group Forces
Individual Forces
Economic Technology
Global Trade Relations
Goals , Objective & Strategies
Roles, relative influence, and interaction pattern
of buying decision participants
Job Function, Past Experience, and buying
motives of individual decision participants
THE NATURE OF INDUSTRIAL BUYING AND BEHAVIOR
BUYING CENTER
Initiator :- Recognition of Problem or Need
Buyer :- Obtains the quotation Supplier evaluation & Selection Processing purchase order Expediting deliveries Implement the purchasing policies of the organization
User:- User of Product/ Services ( Could be Initiator)
Influencer :- Individuals who could influence the purchasing decision( Technical / Design Engineers / External consultants )
Gatekeepers:- Individuals who control the flow of information to the members of buying center
Deciders:- Individuals or group of people who make the actual purchase decisions about the product or services
ROLES OF BUYING CENTER
• Uninterrupted Flow Material• Manage Inventory• Improve Quality• Developing and Managing Supplier relationships• Achieve Lowest total cost• No or Less mediatory
GOAL OF PURCHASING
ISSUES IN B2B MARKETING
• Complex decision making units
ISSUES IN B2B MARKETING• Limited number of buying unit
• Long term buyers
• Less innovation
• Personal relationship
• Rely more on packaging
• Sub-brands are less effective
ISSUES IN B2B MARKETING
MISTAKES IN DIGITAL B2B MARKETING1. Ignoring social media reach of your business • Reach is an often overlooked metric by B2B marketers who are
focused on generating high-quality leads often at lower volume due to the high average sale price for many B2B deals.
2. Posting Regularly On Social Media
• Companies need Social Media Marketing because it is the primary vehicle for customer engagement.
• It enables customers to build long-term relationships • Participate in two-way conversations• Gains access to support and customer service.
You don’t need to be on every social network. In other words, as a B2B you are wasting your time on Facebook, Pinterest or Instagram.
3. Not Trying To Generate Lead • Social media can have many applications for a business, including
customer service, public relations, and recruiting. But when it comes to marketing, B2B social media is about lead generation
4. Blabbering About Boring Products • A huge difference exists between generating leads with social
media and publishing boring, product-focused content. Social media doesn't make your business interesting; that's your job.
5. Hiring the Same Old Marketer
• Social media can have many applications for a business, including customer service, public relations, and recruiting. But when it comes to marketing, B2B social media is about lead generation
MISTAKES IN DIGITAL B2B MARKETING
TARGET AUDIENCE MISTAKES IN ‘LinkedIn’
MISTAKE 1
MISTAKE 2
CONCLUSION