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B2B Vs B2C Marketing

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B2B Marketing - How B2B Marketing is different from B2C Marketing and What works in B2B Marketing. Presentation given by Arun Tyagi, GM, Marketing, IndiaMART at NIILM. 04 March 2011.

Published in: Business, News & Politics
  • Great presentation Arun, very usefull insights and comparisons. As a B2B marketer we @VALVESOLUTIONS are helping SME's in the B2B industrial segment leverage the power of digital media to generate relevant quality inbound leads, enquiries and orders.
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  • VAI: Product and customer are the two most important aspects of any business. Rest is a by-product. Doesn't mean rest is not important. Coming to your point, a good product is primary than anything else. Good product that fits good into usability/needs can survive and flourish on its own but would need due attention to customer service/care etc. if you plan to scale the product reach and increase the market share.
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  • Thank you for answering my question. I would like to clarify whether I am following the logic of your answer or not. It's not entirely the product that matters most but mostly with the satisfaction they get from the company. Am I right if I conclude that the company's reputation or how they care for their clients is what matters most for the consumer and not what they are selling?
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  • Apart from other things like budget etc, Intent to buy or not to buy the product largely depends on experience that a brand or company builds with the target audience. And experience is built with multiple touch points which could be your sales team meetings, website, emails/Newsletters, customer care, advertising and pr, postal communication (invoices/offers etc.), social media, events, marketing collateral, internal communication to employees etc.
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  • Sir, I was surfing slideshare last week and been noticing many business related presentation...i mean about strategies...they been saying about intent as necessary...I would like to ask how to generate intent on the part of customers? More powers!
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B2B Vs B2C Marketing

  1. B2B Marketing How it is different from B2C Marketing. What works in B2B Marketing . ARUN TYAGI GM – Marketing, IndiaMART.com Seminar on Service Sector: An Agenda for India’s Growth, NIILM. 04 March 2011.
  2. Idea of Marketing Ultimate objective of marketing is to generate intent to buy the product.
  3. Marketing Communication Everything is driven by TG. Know your TG and understand their needs/aspirations. COMMUNICATION Features/ Benefits Pain Areas/ Needs Aspirations Map Marketing Communication is a marriage of Product’s features/benefits and TG’s pain areas/needs/aspirations… Product Target Audience
  4. B2B Marketing How it is different from B2C Marketing. B2B B2C Small/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
  5. B2B Marketing What works in B2B Marketing. <ul><li>Leverage New Media </li></ul><ul><ul><li>B2B Marketplaces, Social Media, SEO, Online PR, SMS, Email… </li></ul></ul><ul><li>Rely on Testimonials </li></ul><ul><ul><li>B2B buyers tend to trust more if product is endorsed by industry peers . </li></ul></ul><ul><li>Collaborate with Partners </li></ul><ul><ul><li>Forge co-branded alliances to maximize visibility and minimize cost. </li></ul></ul><ul><li>Make Employees Brand Ambassadors </li></ul><ul><li>Invest in them, share with them, give them a reason to talk about brand. </li></ul><ul><li>Market as per Your TG’s Media Consumption Habits </li></ul><ul><ul><ul><li>Best media platform may not be best because your TG is not there. </li></ul></ul></ul>
  6. Accolade This PPT is acclaimed to be featured on Slideshare Homepage!
  7. Thank You. ARUN TYAGI GM – Marketing, IndiaMART.com Twitter: twitter.com/aruntyagi77 LinkedIn: linkedin.com/in/aruntyagi77

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