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B2B marketing: an overview of the tools and functions of a specialist

B2B marketing: an overview of the tools and functions of a specialist

B2B (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

Content 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

E-mail 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

Contextual advertising – advertising, the content of which depends on the interests of users or coincides with the subject of the promoted product / service.

Features of contextual advertising in B2B:

  • competition between sellers: few players, many options for a deal;
  • low speed of making a purchasing decision;
  • low demand.

4. SMM

To promote 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

If we 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 ones.

  1. Creating 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.
  2. Desire 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.
  3. Before 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.
  4. The 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.
  5. The 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.

To 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 your competitors.

By the 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.

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