B2B marketing: an overview of the tools and functions of a specialist
(business-to-business) is the marketing and trading activity of an organization
that is focused on obtaining benefits from indicating services / selling goods
not to the end consumer, but to other companies interested in these goods and
services to support their own business.
B2B Marketing Tools
1. Content marketing
marketing is a broad concept. One of its elements is blogging on the site. In
the corporate blog you can post useful tips, interviews with experts,
forecasts, cases. All this can be turned into good content, which will help to
attract the attention of users and increase loyalty to your brand.
2. Email marketing
marketing is one of the most effective tools of an Internet marketer, which
with proper use can bring not only targeted traffic, but also leads. The site
visitor leaves your e-mail to receive information about new arrivals,
discounts, promotions or events.
3. Contextual advertising
– advertising, the content of which depends on the interests of users or
coincides with the subject of the promoted product / service.
contextual advertising in B2B:
between sellers: few players, many options for a deal;
speed of making a purchasing decision;
long-term projects and solve key business problems, the leading channel of
promotion is, as a rule, SMM. It helps to build customer loyalty and positively
affects the image of the company.
What a marketologist should know: 5 main features
consider marketing in the field of B2B, then a marketing specialist can perform
quite a lot of functions useful for organizing. But among them are the main
consumers. It doesn’t matter what market the specialist works in: B2B or B2C,
the main thing is to create consumers, produce them. In fact, the marketing
service is a shop for the production of consumers, and the marketers themselves
are workers in this shop. The company produces goods, marketing creates
consumers for it. The fact that consumers need to be created is decisive, but
many, unfortunately, do not understand this. In most cases, businessmen believe
that a person needs a product spontaneously, but this is not so. And this reasoning
can lead to a huge number of errors in the conduct of market activity. The
desire of the consumer needs to be created, controlled and regulated. This is
what a marketer should do.
is formed from the stimulus. The marketer must create this very incentive and
pass it on to someone whose desire needs to be awakened. All marketing
activities should be aimed at making this incentive inexpensive. That is why a
marketing specialist should conduct research that will determine which
incentives will be more responsive.
transferring the incentive, the marketer needs to create his sample, which
needs to be checked for whether it creates an incentive, and with what
efficiency. After that, the incentive is transmitted through the channels of
information distribution. As a result, there is a need for a product that is
formed by means of a stimulus. It is important that the product matches the
incentive. Otherwise, you may encounter disappointment.
fourth function of marketing is to include consumer support for the idea that
they are buying the right product. In principle, you can sell a product and not
think about the consumer, but with this strategy you risk losing. Putting this
function into practice looks like tracking feedback on a product and publishing
it in the media or on the organization’s website. Here, information on the
sales volume, product warranty and so on will not be superfluous.
fifth function of a marketer is the activity on the partner market. This may
sound a little strange, but a marketing specialist from a company that works in
B2B marketing, in addition to its market, should also monitor the market for
those who buy the product. By the way, this is a fairly significant function
that allows you to predict the needs of partners and offer them the necessary
goods even before competitors do it.
disassemble the partners’ market is to study and analyze information on trends,
new technologies, materials and information products that are relevant on it.
If you do not, you run the risk of missing key points and failing. But if you
do this, you can create a determining factor and inflict a strategic blow on
presence of dynamics in the market, you can understand what kind of work a
marketing specialist has done and evaluate it. If you want your marketer to
work effectively, encourage him to constantly attend special consultations and
read relevant literature.