What's so special about B2B Marketing?
Posted: Sun Dec 22, 2024 6:19 am
In recent years, the sector that has changed the fastest is marketing for B2B companies. Information overload and new trends have changed the way we buy, so companies that sell to other companies have been forced to reinvent themselves and change their marketing strategy.
The initial approach when starting a marketing plan aimed at selling to other companies is similar to that of any other marketing plan: First of all, we must understand how the sector works and who our buyer personas really are . Analyzing the starting situation will help us to later plan the lines of action and our actions will be more effective.
The first characteristic that we find when selling to other companies is that the industrial purchasing process will be different from any other due to a fundamental reason: in the B2B sector, rationality plays a major role.
In this case, it is not an impulsive purchase, but rather a rational purchasing process, in which the agents involved are professionals, and the strategy that will be pursued at all times will have a main objective: that both companies win ( win-win strategy ). To understand how B2B businesses work, we are going to look at the main characteristics that b2b email lists poland define the market and how we should treat them from a marketing point of view.
Very specific market niches
When a company hires another company, it makes it a part of its value chain , and will therefore require the same level of resource optimization as the rest of its internal teams. In other words, the demands regarding budgets, delivery times and results will be very high.
For this reason, companies always seek to work with highly specialized professionals who can meet their specific needs in the most efficient way possible. The person responsible for hiring will be the one who mediates between the subcontracted company and the company itself, which results in a very important decision due to the responsibility that it entails.
High-involvement purchases require maximum security and trust.
Any high-involvement decision requires certainty, so it is common for the person in charge to turn to external sources for advice based on their own experience. To do this, they will go to their contact list to speak to the right person who can give them an objective point of view or they will consult platforms and media where opinions are exchanged.
The initial approach when starting a marketing plan aimed at selling to other companies is similar to that of any other marketing plan: First of all, we must understand how the sector works and who our buyer personas really are . Analyzing the starting situation will help us to later plan the lines of action and our actions will be more effective.
The first characteristic that we find when selling to other companies is that the industrial purchasing process will be different from any other due to a fundamental reason: in the B2B sector, rationality plays a major role.
In this case, it is not an impulsive purchase, but rather a rational purchasing process, in which the agents involved are professionals, and the strategy that will be pursued at all times will have a main objective: that both companies win ( win-win strategy ). To understand how B2B businesses work, we are going to look at the main characteristics that b2b email lists poland define the market and how we should treat them from a marketing point of view.
Very specific market niches
When a company hires another company, it makes it a part of its value chain , and will therefore require the same level of resource optimization as the rest of its internal teams. In other words, the demands regarding budgets, delivery times and results will be very high.
For this reason, companies always seek to work with highly specialized professionals who can meet their specific needs in the most efficient way possible. The person responsible for hiring will be the one who mediates between the subcontracted company and the company itself, which results in a very important decision due to the responsibility that it entails.
High-involvement purchases require maximum security and trust.
Any high-involvement decision requires certainty, so it is common for the person in charge to turn to external sources for advice based on their own experience. To do this, they will go to their contact list to speak to the right person who can give them an objective point of view or they will consult platforms and media where opinions are exchanged.