B2B businesses have always taken long time to change or re – work on their marketing strategies. Since earlier in 1970s and 80s they enjoyed monopoly business. Which emphasized any Indian company considering to import from international sellers had to obtain NOC from Indian B2B manufacturers of same line of products. This lead to the development of sloppy attitude and less focus on marketing. With change of policies for international B2B companies, these attitudes lead to either their closure or stagnant growth. The ones, who changed, stayed in business and experienced growth. Now with progress in technology, B2B manufacturers are on the receiving end, as they are yet to embrace the new technologies like digital marketing, CRM (Customer Resource Management), ERP (Enterprise Resource Planning), etc. Though most B2B manufacturers are working on embracing technology and digital marketing, but fear of negative impact have made them conservatives.

1. Mistakes – Indian B2B Make
in Marketing strategies

2. Overview
B2B businesses have always taken long time to change or
re – work on their marketing strategies. Since earlier in
1970s and 80s they enjoyed monopoly business. Which
emphasized any Indian company considering to import
from international sellers had to obtain NOC from Indian
B2B manufacturers of same line of products. This lead to
the development of sloppy attitude and less focus on
marketing. With change of policies for international B2B
companies, these attitudes lead to either their closure or
stagnant growth. The ones, who changed, stayed in
business and experienced growth.

3. B2B Marketing Issues

4. Company doesn’t have a website
Most common problem
with Indian B2B businesses,
they don’t own a website of
their organization, zero
online presence. Most
buyers are searching online;
not having a website is as
good as not running the
business.

5. Have a Website but only you visit it!
• Most B2B business design a
website just for the sake of
it, without having any vision
or marketing plan.
• The websites are designed
in old format of tables,
without any conformity to
W3C guidelines of Google,
no meta tags in the website,
etc.
• This is as good as not having
website as it is difficult for
search engines to crawl or
rank it on search engine.

6. Website focuses on products only
B2B organizations
focus on offering
products, rather than
solutions, but buyers
are looking for
solutions. So focus on
increasing engagement
with buyer for
influence during
research process.

7. Depend on Referrals for leads
With buyers increasingly
dependent on search
engine and engagement
oriented communication,
the dependence on word
– of – mouth is less,
though it is helpful for
initial meeting, but cannot
wholly depend as lead
generation activity.

8. Mass Emailing campaign
• This concept of mass
email often leads to
blacklisting of servers by
firewall.
• Also results email
reaching in SPAM folders
instead of inbox of the
customer.
• B2B organizations need to
build strategy for building
mailer list, of customer
who wants to receive
information.

9. Digital Marketing
• For B2B organizations digital
marketing means, paid profile
on Indiamart or TradeIndia
and focus on SEO of the
website for lead generation.
• Social Media is the last thing
they ever plan to venture.
• In Social Media focus is on
getting likes and followers.
• All the strategies are focused
on lead generation, instead of
engagement.
• But engagement has to be top
priority, while lead generation
is outcome of engagement.

11. Changing Nature of Search
• With launch of Google Humming Bird search engine,
focus is more on social shares and engaging content,
rather than backlinks for ranking.
• Most buyers are pre – informed as they venture in
prior search for information for solution. It is important
for B2B to be a part during this period to influence
decision making process
• Focus on maintaining on-going relationship, rather
than when required. With changing times it is
beneficial to become solution provider, instead of
product seller.

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