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.

B2B 마케팅은 B2C(Business-to-Consumer) 마케팅과 크게 다릅니다. 기업이 자사 제품을 다른 기업에 마케팅하고 판매할 때 마케팅 전략의 역학은 소비자 판매 전략과 완전히 다를 수 있습니다.

소비자 시장과 B2B 시장의 차이점

일반적으로 소비자가 유일한 의사결정자인 B2C 구매와 달리 B2B 구매는 더 복잡할 수 있으며 일반적으로 그룹 활동을 포함합니다. 이는 다양한 조직 수준과 다양한 분야의 사람들이 이해할 수 있는 여러 가지 다르지만 통합된 메시지가 생성됨을 의미할 수 있습니다.

구매주기

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.

드라이버

Another dynamic in B2B industries is the high risk involved in each transaction, both financially and timely.  B2B transactions often unfold by building trust, relationships and reliability. Relationship marketing is an important aspect that marketers often work on when catering to other businesses.

판매 프로세스

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.

정보 격차

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.

고려사항

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.