什么是 B2B 营销？

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 营销与 B2C（企业对消费者）营销有很大不同。当公司向其他企业营销和销售其产品时，其营销策略的动态可能与消费者销售策略完全不同。

消费者市场与 B2B 市场之间的差异

与 B2C 购买（消费者通常是唯一的决策者）相比，B2B 购买可能更为复杂，通常涉及群体活动。这意味着需要创建多种不同但集成的信息，以便各个组织层级和不同学科的人员都能理解。

购买周期

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.

驱动程序

B2B 行业的另一个动态是每笔交易都存在高风险，无论是财务风险还是时间风险。B2B 交易通常通过建立信任、关系和可靠性来展开。关系营销是营销人员在迎合其他企业时经常开展的一个重要方面。

销售流程

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.

信息差距

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.

注意事项

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.