B2B refers to the relationships between one or more companies, whether they are goods or services. B2B marketing is not aimed at end customers (B2C), but at independent companies and individuals. Consequently, the abbreviation stands for “Business to Business”. Advertising measures are tailored according to this special clientele and take into account the special characteristics that companies have to deal with: for example, a company often cannot simply conclude a contract, but is obliged to long-term processes, that, for example, provide for obtaining a written offer. B2B advertising measures must clearly address these special features.
Successful B2B Marketing
Instead of straightforward products that are largely self-explanatory and point to a quick conclusion, as is customary in the end-customer industry, B2B Marketing offers offers that can also be very complicated and need explanation, but are tailored. to customer needs. customer.
Successful B2B marketing measures are based on a very good advertiser website, bringing together all communication channels, the use of social media and email marketing. The latter is mainly used to keep it in memory. Content marketing, which ranges from blogs to videos, is also gaining importance.
Special features of B2B marketing
• Thus, the sums and products implemented are partly different than in B2C marketing, individuals eventually need in the rarest cases z. As software for the control of industrial machines or counting several hundred employees.
• In particular, lead generation and therefore customer acquisition have gained enormous importance in B2B marketing in recent years. In doing so, marketing takes on more and more sales-related tasks, because marketing takes care of potential customers until they are actually ready for business. This can be done especially with the highly successful inbound marketing tools and techniques. In 2014, top companies agreed that they would get 54% more leads with inbound marketing than with traditional outbound marketing. That means 54% more leads!
• From the point of view of B2B marketing, it is aimed at Buyer Personas. These are representatives of the typical decision makers of a company, who represent their expectations and needs regarding a product or service and provide a deep insight into the decision-making processes. B2B is also about people. When they talk, they do not do so in their private “role”, but rather as officials of a company. They then represent the control view, the purchasing view, or the production manager view. But this is what creates a profitable Buyer Person.
By definition, B2B marketing is about trading with another company and B2C marketing is about private customers. The objective of these two types of marketing is, therefore, very different: limited in number, but specialized in Business to Business, much broader, but less expert in Business to Consumer. In fact, the companies targeted at B2B, already a priori better informed than the individual, also carry out important research work with experts to analyze their needs and search for suitable solutions. Therefore, it is necessary to implement, in B2B, a marketing strategy that provides much more specific and specialized information than in B2C, because customers, in general, are less aware of the proposed products and solutions. In the latter case, using simpler language works better with people.