Cos’è il 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.

Il marketing B2B differisce notevolmente dal marketing B2C (Business-to-Consumer). Quando le aziende commercializzano e vendono i propri prodotti ad altre aziende, le dinamiche della loro strategia di marketing possono essere completamente diverse da una strategia di vendita al consumo.

Differenze tra mercato consumer e mercato B2B

A differenza degli acquisti B2C in cui il consumatore è solitamente l’unico decisore, gli acquisti B2B possono essere più complessi e di solito comportano un’attività di gruppo. Può significare la creazione di diversi messaggi diversi ma integrati che siano compresi da persone a vari livelli organizzativi e anche in diverse discipline.

Ciclo d'acquisto

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.

Autisti

Un’altra dinamica nelle industrie B2B è l’alto rischio coinvolto in ogni transazione, sia dal punto di vista finanziario che tempestivo. Le transazioni B2B spesso si svolgono costruendo fiducia, relazioni e affidabilità. Il marketing relazionale è un aspetto importante su cui spesso i professionisti del marketing lavorano quando si rivolgono ad altre aziende.

Processi di vendita

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.

Lacune informative

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.

Considerazioni

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.