what works in b2b marketing. difference between b2b and b2c marketing
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B2B Marketing : Difference Between B2B and B2C Marketing. And What Works in B2B Marketing. Presentation given by Arun Tyagi, GM, Marketing, IndiaMART at NIILM. 4 March 2011.TRANSCRIPT
B2BMarketingHow it is different from B2C Marketing. What works in B2B
Marketing.
ARUN TYAGIGM – Marketing, IndiaMART.comSeminar on Service Sector: An Agenda for India’s Growth, NIILM. 04 March 2011.
Idea of MarketingUltimate objective of marketing is to generate intent to buy the product.
Marketing CommunicationEverything is driven by TG. Know your TG and understand their needs/aspirations.
Product Target AudienceCOMMUNICATION
Features/ Benefits Pain Areas/ NeedsAspirations
MapMap
Marketing Communication is a marriage of Product’s features/benefits and TG’s pain areas/needs/aspirations…
B2B MarketingHow it is different from B2C Marketing.
B2B B2CSmall/Focused Target Market Large Target Market
Features/Functional/Education Benefits/Symbolic/Appeal
Rational….mostly Emotional…mostly
Less/Selective Media Consumption Multiple Touch Points
Long Lead Time/ Multi Step Process Short Lead Time/ Single Step Process
Long Term Relationship Instantly Interesting
Create and Support Demand Drive Demand
B2B MarketingWhat works in B2B Marketing.
- Leverage New MediaB2B Marketplaces, Social Media, SEO, Online PR, SMS, Email…
- Rely on TestimonialsB2B buyers tend to trust more if product is endorsed by industry peers.
- Collaborate with PartnersForge co-branded alliances to maximize visibility and minimize cost.
- Make Employees Brand Ambassadors Invest in them, share with them, give them a reason to talk about brand.
- Market as per Your TG’s Media Consumption HabitsBest media platform may not be best because your TG is not there.
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ThankYou.
ARUN TYAGIGM – Marketing, IndiaMART.comTwitter: twitter.com/aruntyagi77 LinkedIn: linkedin.com/in/aruntyagi77