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| What is B2B marketing? Definition, strategy, examples. |
What is B2B marketing?
Whether you are a marketing student or an experienced marketer, important to know and update your knowledge of B2B.
What is B2B? How does this marketing work? In this article, we will discuss it and I hope you find it better. Business 2 Business marketing is not just a business model but a complex process that is completed with many details. Modern research and the growth of technologies have made it very extensive. We have tried to close the river in a jar, Although it is impossible to describe it in a single article, Before going into the details of B2B, a simple and quick introduction is that B2B marketing, or business-to-business marketing, means trying to build, keep, and grow a marketing relationship with another business. What is B2B in marketing? Marketing is becoming a science from art in the present age. It related modern marketing to a wide range of fields, such as hiring, buying, selling, financing, transportation, storage, standardization. At the international level, rules and regulations have been formed to achieve better results in these areas. Marketing has become a very wide topic covering a wide range of terms and techniques. But the final claimant of every definition, term, and rule is the customer. It aimed the complete marketing process at getting your message out to the desired audience and connecting. If you want to reach your target audience, 100% of customers must be central to whatever marketing you choose. It is called customer-centricity. As mentioned earlier, reaching your target audience is the center of marketing. The target audience is the company’s customers, so the relationship between a company and its target audience will affect total marketing activities. B2B, (business to business), as the name implies, is a relationship between two businesses. Marketing between business and consumers is called B2C (Business to Customer) marketing. These two types of marketing have unique characteristics. There is a significant variation between marketing for business and marketing for individual consumers, which is why B2B marketing exists. These are specific marketing rules that are defined by the relationship between two different companies. This Article What is Business 2 Business Marketing? It will give an overview and help explain the key terms. This article outlines the differences between B2B and B2C marketing, as well as an effective B2B marketing strategy, and showcases the examples.
What is the definition of B2B marketing?
There are various definitions of the term B2B marketing of economists in marketing literature. A summarized simple definition of B2B, activities which are done to introduce a product or service to another company, falls under the category of B2B marketing. But, some economists feel lack several key factors in this basic definition. For a more comprehensive definition of B2B marketing, first, understand the definition of marketing and then apply this definition on business to the business environment. McCarthy defined one definition (1991) with the well-known “4P” concept - product, price, promotion, place. These definitions give a framework for describing modern B2B marketing. It introduces the concept of the following basic principles.- People are central to marketing.
- Marketing is a complete process.
- One aspect of marketing is social, and individuals practice it.
- Marketing is about a product or service.
- Marketing is about creating and presenting the value of a product or service.
- Marketing covers the price and distribution of this product or service.
This is how experts define B2B marketing based on these principles.
“Strategies and practices that are used to market a product or service to another company or organization.”
The purpose of B2B marketing is to create more value for the business or organization implementing it. The aim of adopting Business 2 Business Marketing is to make a profit by converting added value into leads, sales opportunities, and turnover.
B2B marketing and B2C marketing are different in many respects. Because of the significant differences between the business nature and the consumers, different marketing materials, and channels, B2B and B2C marketing each require different strategies.
Wise marketers understand the fundamental difference between selling to a business and selling to the consumer. In this article, we will help you understand the key differences between B2B vs B2C marketing.
B2B.
The target of marketing is the people working in an organization or company.
B2C
The marketing target is the last consumer who is an individual.
B2B
Over one person buying decision of product or service. Within each organization, there is a regular system of inducting a product or service. They decide after the approval of many Key people.
B2C
Individuals decide to buy a product or service. Sometimes he consults with some friends or family, but the end-user decides.
B2B
There are more complex products and long-term services. This requires more investment. Using the product is more complex, which requires knowledge. Most of the time, business people have to take training with the product.
B2C
The products are simple. Services are short-term or one-time. Most of the items in it are for everyday use.
The cost of a product or service is very high. Companies require separate budgets.
B2C
Products or services cost less than B2B. It depends more on the purchasing power of the buyer. Products in B2C can be more expensive than the purchasing power of the buyer.
B2B
B2B requires a large delivery system to receive products or services. It can be national or international. It also takes more time. B2B often requires product installation.
B2C
It has a simple and fast delivery system of products or services. Frequently, 24/7 delivery is available. Products in B2C are available everywhere.
B2B
Because of the product or service nature, the promotional material is fact-based and does not resort to sentimentality for sale. They used fewer channels for promotion.
B2C
It focused promotional campaigns on sentimentality, aspirations, needs, and price. All its marketing channels and resources are used.
B2B marketing strategies include the basics that are included in every business-related marketing strategy.
The key is to adapt the marketing framework to the needs of the business.
Each B2B marketing strategy has 6 steps that must be taken into consideration.
Most of the marketing goal is to achieve the sales goals and objectives of the organization. Therefore, the apparent purpose of B2 B’s marketing strategy is to achieve organizational goals.
Develop a long-term and short-term logical strategy to achieve the goals and set the aim of B2B marketing.
Analysis plays a key role in B2B strategy. It included internal and external analysis to understand the current state of marketing efforts within the company. Market research encourages the achievement of goals and helps identify needs. To achieve marketing goals, modern marketing organizations analyze market, customer, and company data for analysis and use the results to strategize.
The definition and identification of the target group derive from the objectives and analysis. In B2B marketing, the target group will be as consistent as possible, and the other marketing strategies have different standards from the target groups.
An ideal concept of the buyer’s personality helps to make the target group more alive.
B2B marketing strategies often require multiple Buying Personas for a product or service, as the entire buying center needs to be targeted.
The term customer journey refers to the ideal path taken from the first contact of a potential customer to the successful establishment of a long-term relationship with the company. There are several touch-points at each stage. Each touch-point shows the exchange of information between the target customer and the company. The B2B marketing plan includes a complete map of the customer’s journey with details.
Creating a B2B marketing plan is a very important step. Within the plan, there is a logical strategy on how to reach the target group at every stage of the customer journey. This includes the entire plan of content and channels, the steps implemented during and after the sales process to establish customer loyalty. The marketing plan details each touch-point of the customer’s journey connects them and creates a timeline for when to perform these actions. Further, Plan B2B guides spending and budgeting on marketing campaigns.
Every marketing process needs to be measured and reported. There are two main types of data used in marketing. The first is the type of data that helps improve campaigns and increase performance. KPIs are data that is used to measure campaign success. A KPI tells you how successful your campaign has been.
You don’t have to invent anything new. There are so many great examples in the world of B2B marketing. In this part of the article, you will find 5 great examples from different fields and channels of B2B marketing.
You will learn how a large container logistics company entertains over 870,000 followers on LinkedIn. This will help you understand how animated graphics they used as marketing material. Example 5 shows you how the Cisco system uses YouTube. The purpose of selecting and presenting these examples is to enhance your digital skills in marketing. You find how they use different materials in B2B marketing.
MAERSK.
Maersk is a huge global operating container logistics company. It has over 80,000 employees in over 130 countries. They deal in supply chains, transportation services, logistics, financial services, and digital solutions.
The best example of their marketing is LinkedIn, Social Media.
What do they do best?
Maersk’s online appearance is strong, but its LinkedIn profile is very prominent. Social media and active community management seem to play an important role in Maersk. They have over 870,000 followers on their main LinkedIn page. The post frequency of Maersk on LinkedIn is very high. They share many posts of photos, slideshows, and videos.
People and employees give the company identity. The social media team provides employees with guidance and insight into their day-to-day work. This approach increases post access. Content strategy not only reflects products and solutions but also enhances the brand experience. The classic storyteller tells the story of history and experience, just as does the post now tell the story of the company’s rise in public reputation and value.
What to learn from this B2B marketing example.
B2B marketing is not just about showing the product on social media but also using the word social in it. Organize the community through social media and bring your employees to social media.
Quick reply to every post and comment.
Maersk’s use of LinkedIn is an example of B2B marketing use of social media
Jira by ATLASSIAN
Jira’s portfolio is tracking software released for planning, tracking, and reporting tasks. Atlassian says Jira is the # 1 software tool used only by agile teams. The company has 5,000 employees, over 180,000 customers, and 7 offices worldwide.
The best example for marketing: Website
What do they do best?
Jira is a licensed software tool provided via the Cloud Service. The tool has many features. The price feature is according to the package you choose, and the billing cycle, per month or year. It’s all a complicated process to show pricing and every feature in one click, but the Jira website does it neatly.
Pricing and plans for Jira on the Atlassian website.
First, you have the option to choose the price of the cloud service or data center. Second, the number of customers affected the price. There is a difference between simple monthly vs. annual billing cycle prices. The hardest challenge for software is to show the features per package. Jira shows a long list of features at one click, which is its highlight.
This approach makes it easy for consumers to choose the right package. The clear pricing policy is a benchmark example of how B2B prices are displayed.
B2B Marketing Vs B2C marketing.
B2B marketing and B2C marketing are different in many respects. Because of the significant differences between the business nature and the consumers, different marketing materials, and channels, B2B and B2C marketing each require different strategies.
Wise marketers understand the fundamental difference between selling to a business and selling to the consumer. In this article, we will help you understand the key differences between B2B vs B2C marketing.
Target group.
B2B.
The target of marketing is the people working in an organization or company.
B2C
The marketing target is the last consumer who is an individual.
Person involved.
B2B
Over one person buying decision of product or service. Within each organization, there is a regular system of inducting a product or service. They decide after the approval of many Key people.
B2C
Individuals decide to buy a product or service. Sometimes he consults with some friends or family, but the end-user decides.
Product / Service.
B2B
There are more complex products and long-term services. This requires more investment. Using the product is more complex, which requires knowledge. Most of the time, business people have to take training with the product.
B2C
The products are simple. Services are short-term or one-time. Most of the items in it are for everyday use.
Price.
B2BThe cost of a product or service is very high. Companies require separate budgets.
B2C
Products or services cost less than B2B. It depends more on the purchasing power of the buyer. Products in B2C can be more expensive than the purchasing power of the buyer.
Location / Distribution.
B2BB2B requires a large delivery system to receive products or services. It can be national or international. It also takes more time. B2B often requires product installation.
B2C
It has a simple and fast delivery system of products or services. Frequently, 24/7 delivery is available. Products in B2C are available everywhere.
Promotion / Communication.
B2B
Because of the product or service nature, the promotional material is fact-based and does not resort to sentimentality for sale. They used fewer channels for promotion.
B2C
It focused promotional campaigns on sentimentality, aspirations, needs, and price. All its marketing channels and resources are used.
B2B Marketing Strategies.
B2B marketing strategies include the basics that are included in every business-related marketing strategy.
The key is to adapt the marketing framework to the needs of the business.
Each B2B marketing strategy has 6 steps that must be taken into consideration.
1. Definition of aims.
Most of the marketing goal is to achieve the sales goals and objectives of the organization. Therefore, the apparent purpose of B2 B’s marketing strategy is to achieve organizational goals.
Develop a long-term and short-term logical strategy to achieve the goals and set the aim of B2B marketing.
2. Analysis.
Analysis plays a key role in B2B strategy. It included internal and external analysis to understand the current state of marketing efforts within the company. Market research encourages the achievement of goals and helps identify needs. To achieve marketing goals, modern marketing organizations analyze market, customer, and company data for analysis and use the results to strategize.
3. Definition of the target group and buyers.
The definition and identification of the target group derive from the objectives and analysis. In B2B marketing, the target group will be as consistent as possible, and the other marketing strategies have different standards from the target groups.
An ideal concept of the buyer’s personality helps to make the target group more alive.
B2B marketing strategies often require multiple Buying Personas for a product or service, as the entire buying center needs to be targeted.
4. Description of the Customer journey.
The term customer journey refers to the ideal path taken from the first contact of a potential customer to the successful establishment of a long-term relationship with the company. There are several touch-points at each stage. Each touch-point shows the exchange of information between the target customer and the company. The B2B marketing plan includes a complete map of the customer’s journey with details.
5. Create a B2B Marketing Plan.
Creating a B2B marketing plan is a very important step. Within the plan, there is a logical strategy on how to reach the target group at every stage of the customer journey. This includes the entire plan of content and channels, the steps implemented during and after the sales process to establish customer loyalty. The marketing plan details each touch-point of the customer’s journey connects them and creates a timeline for when to perform these actions. Further, Plan B2B guides spending and budgeting on marketing campaigns.
6. Use of Key Performance Indicators (KPIs) and measurements.
Every marketing process needs to be measured and reported. There are two main types of data used in marketing. The first is the type of data that helps improve campaigns and increase performance. KPIs are data that is used to measure campaign success. A KPI tells you how successful your campaign has been.
B2B MARKETING EXAMPLES 2021.
You don’t have to invent anything new. There are so many great examples in the world of B2B marketing. In this part of the article, you will find 5 great examples from different fields and channels of B2B marketing.
You will learn how a large container logistics company entertains over 870,000 followers on LinkedIn. This will help you understand how animated graphics they used as marketing material. Example 5 shows you how the Cisco system uses YouTube. The purpose of selecting and presenting these examples is to enhance your digital skills in marketing. You find how they use different materials in B2B marketing.
B2B Marketing Example # 1
MAERSK.
Maersk is a huge global operating container logistics company. It has over 80,000 employees in over 130 countries. They deal in supply chains, transportation services, logistics, financial services, and digital solutions.
The best example of their marketing is LinkedIn, Social Media.
What do they do best?
Maersk’s online appearance is strong, but its LinkedIn profile is very prominent. Social media and active community management seem to play an important role in Maersk. They have over 870,000 followers on their main LinkedIn page. The post frequency of Maersk on LinkedIn is very high. They share many posts of photos, slideshows, and videos.
People and employees give the company identity. The social media team provides employees with guidance and insight into their day-to-day work. This approach increases post access. Content strategy not only reflects products and solutions but also enhances the brand experience. The classic storyteller tells the story of history and experience, just as does the post now tell the story of the company’s rise in public reputation and value.
What to learn from this B2B marketing example.
B2B marketing is not just about showing the product on social media but also using the word social in it. Organize the community through social media and bring your employees to social media.
Quick reply to every post and comment.
Maersk’s use of LinkedIn is an example of B2B marketing use of social media
B2B Marketing Example # 2
Jira by ATLASSIAN
Jira’s portfolio is tracking software released for planning, tracking, and reporting tasks. Atlassian says Jira is the # 1 software tool used only by agile teams. The company has 5,000 employees, over 180,000 customers, and 7 offices worldwide.
The best example for marketing: Website
What do they do best?
Jira is a licensed software tool provided via the Cloud Service. The tool has many features. The price feature is according to the package you choose, and the billing cycle, per month or year. It’s all a complicated process to show pricing and every feature in one click, but the Jira website does it neatly.
Pricing and plans for Jira on the Atlassian website.
First, you have the option to choose the price of the cloud service or data center. Second, the number of customers affected the price. There is a difference between simple monthly vs. annual billing cycle prices. The hardest challenge for software is to show the features per package. Jira shows a long list of features at one click, which is its highlight.
This approach makes it easy for consumers to choose the right package. The clear pricing policy is a benchmark example of how B2B prices are displayed.
What to learn from this B2B marketing example.
Keep prices logical and don’t hide prices. Departments and companies have budgets for purchases. Accurate and logical pricing will help them make a purchase decision and make them interested in your product for the next round.
Also, explain the benefits of each function and make it easily accessible to information.
ANIMAGRAFFS
JACOB O'Neill found ANIMAGRAFFS. It provides the descriptive text with animated visualization of functional principles. Animation visualization provides an easy-to-understand explanation of how things work. The complex principles are easily understood by looking at animated graphics. ANIMAGRAFFS combines visualization, 360° images, and descriptive text to offer users. It covers a wide range of topics, from “How Cryptocurrency Works”, “How Jet Engine Works” to “How the Human Eye Works”.
Best Example for Marketing: Educational Content Marketing
What do they do best?
Advanced animated graphics combined with simple explanations make complex information easier to digest. The user can find complete details at a glance, for example, by understanding the complete working principle of a jet engine. ANIMAGRAFF presents the right level of detail without overwhelming its viewers. Such content is called “educational content” and its use creates intellectual leadership qualities within the audience.
What to learn from this B2B marketing example.
Educational content is a great way to build a lasting and positive thinking leadership position. It based relationships between two businesses on mutual understanding. Your education of brand information leads to a strong brand reputation.
Used as a brand positioning concept, you have an advantage over competitors that are hard to beat. Educational materials are used to describe what you promise. This is a much stronger argument than an advertising claim.
ASANA
Asana is software that manages and collaborates on tasks. There is a lot of competition between these types of software and there are many types of testing to do before choosing a software. Asana offers a free trial version by email subscription that allows the company to direct communication with customers’ businesses. They Benefit from e-mail communication and provide great newsletters.
What do they do best?
The hardest part about the new software is the decision to adopt it. After the first few clicks, users decide on the software. If the initial click of your software is not impressive, then the user can leave you. Asana overcomes this initial hurdle and tells users three easy steps to use the tool in a newsletter.
In this way, user activation helps Asana. Asana’s newsletter is neither commercial nor spam, but it provides accurate and easy user guidance.
Once users use your new software, it’s important to keep users engaged. The more times a user uses your tool, the more familiar they become and then the less likely they are to change the software. As does this by sending out a newsletter. This newsletter is normal, but it concentrates on one pain we all know - monitoring aspects. Clear CTA develops an extra ticket, and the user is in the game.
What to learn from this B2B marketing example.
Provide simple newsletters that are helpful, stimulate emotions, solve problems, and have a clear call to action.
Don’t use newsletters for advertising.
CISCO
Cisco Systems is a real technology company founded in 1984. It has a turnover of almost 50 billion USD (2020) and 75,000 employees. Cisco offers software-enabled networking, cloud, and security solutions for a variety of sizes. His YouTube channel has 295,000 subscribers.
Great examples for marketing: YouTube, social media
What do they best?
Cisco has a strong online presence but runs a great YouTube channel. Cisco offers videos for many portfolio presentations. They have a well-organized YouTube channel featuring various categories. The channel includes instructional videos about “Cisco”, “Small Business”, “Networking”, or “Data Center and Cloud”. All videos are well-arranged in playlists for different target groups.
Each playlist details what to expect.
These videos add value to Cisco and connect different small and large businesses to it. These videos make this big company accessible for general business. Employees give Cisco a customer’s face and offer help and comprehensive input.
What to learn from this B2B marketing example.
YouTube is a great social media platform that allows you to distribute content to your target group. In the current digital era, it is important to have a well-organized YouTube channel that is more fave to your website's homepage. The video's content should be factual to impress the viewer.
Organize playlists from a customer perspective.
A compliment.
B2B marketing relates to actions aimed at organizing a relationship between two businesses. Business-to-business marketing differs from business-to-consumer (B2C) marketing. Products and services are more complex than B2C. Services or products require high-quality effort. Product/service prices are higher in B2B and distribution of goods is more complex and often international. Relationships are less emotional because of the business nature, although often long-term relationships.
The following 6 steps are necessary for a B2B marketing strategy,
Some of the best examples of B2B marketing strategies are Maersk, Jira, ANIMAGRAFFS, Asana, and Cisco. From which we have learned how to use different content and platforms for B2B marketing.
Keep prices logical and don’t hide prices. Departments and companies have budgets for purchases. Accurate and logical pricing will help them make a purchase decision and make them interested in your product for the next round.
Also, explain the benefits of each function and make it easily accessible to information.
B2B Marketing Example # 3
ANIMAGRAFFS
JACOB O'Neill found ANIMAGRAFFS. It provides the descriptive text with animated visualization of functional principles. Animation visualization provides an easy-to-understand explanation of how things work. The complex principles are easily understood by looking at animated graphics. ANIMAGRAFFS combines visualization, 360° images, and descriptive text to offer users. It covers a wide range of topics, from “How Cryptocurrency Works”, “How Jet Engine Works” to “How the Human Eye Works”.
Best Example for Marketing: Educational Content Marketing
What do they do best?
Advanced animated graphics combined with simple explanations make complex information easier to digest. The user can find complete details at a glance, for example, by understanding the complete working principle of a jet engine. ANIMAGRAFF presents the right level of detail without overwhelming its viewers. Such content is called “educational content” and its use creates intellectual leadership qualities within the audience.
What to learn from this B2B marketing example.
Educational content is a great way to build a lasting and positive thinking leadership position. It based relationships between two businesses on mutual understanding. Your education of brand information leads to a strong brand reputation.
Used as a brand positioning concept, you have an advantage over competitors that are hard to beat. Educational materials are used to describe what you promise. This is a much stronger argument than an advertising claim.
B2B Marketing Example # 4
ASANA
Asana is software that manages and collaborates on tasks. There is a lot of competition between these types of software and there are many types of testing to do before choosing a software. Asana offers a free trial version by email subscription that allows the company to direct communication with customers’ businesses. They Benefit from e-mail communication and provide great newsletters.
What do they do best?
The hardest part about the new software is the decision to adopt it. After the first few clicks, users decide on the software. If the initial click of your software is not impressive, then the user can leave you. Asana overcomes this initial hurdle and tells users three easy steps to use the tool in a newsletter.
- Create a task.
- Update a due date.
- Complete a task.
In this way, user activation helps Asana. Asana’s newsletter is neither commercial nor spam, but it provides accurate and easy user guidance.
Once users use your new software, it’s important to keep users engaged. The more times a user uses your tool, the more familiar they become and then the less likely they are to change the software. As does this by sending out a newsletter. This newsletter is normal, but it concentrates on one pain we all know - monitoring aspects. Clear CTA develops an extra ticket, and the user is in the game.
What to learn from this B2B marketing example.
Provide simple newsletters that are helpful, stimulate emotions, solve problems, and have a clear call to action.
Don’t use newsletters for advertising.
B2B Marketing Example # 5
CISCO
Cisco Systems is a real technology company founded in 1984. It has a turnover of almost 50 billion USD (2020) and 75,000 employees. Cisco offers software-enabled networking, cloud, and security solutions for a variety of sizes. His YouTube channel has 295,000 subscribers.
Great examples for marketing: YouTube, social media
What do they best?
Cisco has a strong online presence but runs a great YouTube channel. Cisco offers videos for many portfolio presentations. They have a well-organized YouTube channel featuring various categories. The channel includes instructional videos about “Cisco”, “Small Business”, “Networking”, or “Data Center and Cloud”. All videos are well-arranged in playlists for different target groups.
Each playlist details what to expect.
These videos add value to Cisco and connect different small and large businesses to it. These videos make this big company accessible for general business. Employees give Cisco a customer’s face and offer help and comprehensive input.
What to learn from this B2B marketing example.
YouTube is a great social media platform that allows you to distribute content to your target group. In the current digital era, it is important to have a well-organized YouTube channel that is more fave to your website's homepage. The video's content should be factual to impress the viewer.
Organize playlists from a customer perspective.
Conclusion: What is B2B Marketing?
A compliment.
B2B marketing relates to actions aimed at organizing a relationship between two businesses. Business-to-business marketing differs from business-to-consumer (B2C) marketing. Products and services are more complex than B2C. Services or products require high-quality effort. Product/service prices are higher in B2B and distribution of goods is more complex and often international. Relationships are less emotional because of the business nature, although often long-term relationships.
The following 6 steps are necessary for a B2B marketing strategy,
- Definition of Aims.
- Analysis
- Definition of the target group and buyer personas
- Description of customers’ journey.
- Creating a B2B Marketing Plan
- Use of key performance indicators and measurements
Some of the best examples of B2B marketing strategies are Maersk, Jira, ANIMAGRAFFS, Asana, and Cisco. From which we have learned how to use different content and platforms for B2B marketing.
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