Wat is B2B-marketing?

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-marketing verschilt enorm van B2C-marketing (Business-to-Consumer). Wanneer bedrijven hun producten aan andere bedrijven verkopen en op de markt brengen, kan de dynamiek van hun marketingstrategie compleet anders zijn dan een consumentenverkoopstrategie.

Verschillen tussen consumenten- en B2B-markten

In tegenstelling tot B2C-aankopen, waarbij de consument doorgaans de enige beslisser is, kan B2B-aankopen complexer zijn en meestal een groepsactiviteit inhouden. Het kan betekenen dat er verschillende, maar geïntegreerde berichten moeten worden gecreëerd die door mensen op verschillende organisatieniveaus en in verschillende disciplines worden begrepen.

Koopcyclus

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.

Bestuurders

Een andere dynamiek in B2B-industrieën is het hoge risico dat elke transactie met zich meebrengt, zowel financieel als tijdig. B2B-transacties verlopen vaak door vertrouwen, relaties en betrouwbaarheid op te bouwen. Relatiemarketing is een belangrijk aspect waar marketeers vaak aan werken wanneer ze andere bedrijven bedienen.

Verkoopprocessen

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.

Informatiehiaten

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.

Overwegingen

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.