O que é 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.

O marketing B2B difere muito do marketing B2C (Business-to-Consumer). Quando as empresas comercializam e vendem os seus produtos a outras empresas, a dinâmica da sua estratégia de marketing pode ser totalmente diferente de uma estratégia de venda ao consumidor.

Diferenças entre os mercados de consumo e B2B

Ao contrário das compras B2C, em que o consumidor é geralmente o único tomador de decisão, as compras B2B podem ser mais complexas e geralmente envolvem uma atividade de grupo. Pode significar a criação de várias mensagens diferentes, mas integradas, que sejam compreendidas por pessoas em vários níveis organizacionais e também em 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.

Motoristas

Outra dinâmica nas indústrias B2B é o alto risco envolvido em cada transação, tanto financeiramente quanto oportunamente. As transações B2B muitas vezes se desenvolvem através da construção de confiança, relacionamentos e confiabilidade. O marketing de relacionamento é um aspecto importante que os profissionais de marketing costumam trabalhar quando atendem outras empresas.

Processos de Vendas

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.

Lacunas de informação

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.

Considerações

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.