什麼是 B2B 行銷？

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 行銷與 B2C（企業對消費者）行銷有很大不同。當公司向其他企業行銷和銷售其產品時，其行銷策略的動態可能與消費者銷售策略完全不同。

消費者市場和 B2B 市場之間的差異

與消費者通常是唯一決策者的 B2C 購買不同，B2B 購買可能更加複雜，並且通常涉及群體活動。 它可能意味著要創建幾種不同但綜合的訊息，這些訊息可以被不同組織層級和不同學科的人所理解。

購買週期

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.

司機

B2B 產業的另一個動態是每筆交易在財務和時間上都涉及高風險。 B2B 交易通常透過建立信任、關係和可靠性來展開。關係行銷是行銷人員在迎合其他企業時經常進行的重要面向。

銷售流程

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.

資訊差距

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.

注意事項

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.