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