¿Qué es el marketing B2B?

Business-to Business or B2B transactions are those that take place between businesses.

Providing products and services to other businesses for further processing, reselling or facilitating their operations is considered a B2B transaction.

El marketing B2B difiere mucho del marketing B2C (de empresa a consumidor). Cuando las empresas comercializan y venden sus productos a otras empresas, la dinámica de su estrategia de marketing puede ser completamente diferente de la estrategia de venta al consumidor.

Diferencias entre los mercados de consumo y B2B

A diferencia de las compras B2C, en las que el consumidor suele ser el único que toma las decisiones, las compras B2B pueden ser más complejas y normalmente implican una actividad grupal. Puede significar la creación de varios mensajes diferentes pero integrados que sean comprendidos por personas en diversos niveles organizacionales y también en diferentes disciplinas.

Ciclo de compra

The buying cycle of B2B transactions can be well defined with certain strategic levels and takes time to progress. Because of the nature of the transaction, stakeholders and high financial risks involved, research and evaluation process takes up most of the purchase process and is quite substantial.

Conductores

Otra dinámica en las industrias B2B es el alto riesgo que implica cada transacción, tanto financiera como oportuna. Las transacciones B2B a menudo se desarrollan generando confianza, relaciones y confiabilidad. El marketing relacional es un aspecto importante en el que los especialistas en marketing suelen trabajar cuando atienden a otras empresas.

Procesos de Venta

Another challenge in B2B marketing can be referrals and lead generation.  In today’s competitive marketplace, the concept of partnership has emerged between most B2B buyers and sellers.  Business purchases take time and accountability, and hence trust can be an important part of the transaction.  Because there tends to be fewer chances of winning over a loyal customer in the B2B space companies leads and specialization can be important in B2B marketing strategy. Other challenges can exist.  Retaining buyers or clients for the long-term can be key because repeat customers tend to be highly profitable for you and your business.

Brechas de información

In B2B marketing, information and communication play important roles in the transaction.  Sellers often spend in-depth amounts of time educating buyers about the use of their product and emphasizing the benefits for their company.

Consideraciones

In B2B industries, networking, procurement programs and referral marketing are often considered to be major factors in the lead generation process.  Other factors that are considered in B2B purchases include order time, lead time, reliability, quality, flexibility, and importantly… customer service support.