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B2B Branding and Communications
               – How is it different?
Historically, marketing has been taught and practiced with a consumer focus. While the basic
principles of marketing apply...
B2B Approach – How is it different?
If one is in B2B Marketing there are some fundamentally different
approaches one shoul...
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Sales & Marketing - How is B2B marketing different from B2C

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Sales & Marketing - How is B2B marketing different from B2C

  1. 1. B2B Branding and Communications – How is it different?
  2. 2. Historically, marketing has been taught and practiced with a consumer focus. While the basic principles of marketing apply to any products or services, the emphasis and how the elements are put together in a marketing mix changes dramatically when one moves from B2C to a B2B setting. Why would B2B Marketing be different from B2C? B2B B2C When it comes to selling to businesses, the main differences stem from the nature and complexity of products, services, and solutions sold. The market demographics and how the marketers relate to the market are also significantly different. B2B marketers are typically dealing with the following differences in market characteristics compared to B2C marketers: Fewer customers Larger orders and higher value of each customer Emphasis or need for longer lasting relationship with the customers Complex buying process Complex value proposition Longer buying cycles These are but few differences that necessitate completely different approach to B2B sales and marketing. Given the nature of the customer base and the solutions sold, the goal of marketing changes from B2C to B2B: B2C B2C Inform Educate Focus on Awareness and Recognition Focus on Positioning and Reputation Highlight one or two salient features Communicate complex value proposition in a staged manner Feeling and Impulse heavy Develop Trusted partner image Drive Sales Create and Support Demand “Push” approach “Pull” approach Discrete from Sales and Distribution Integrated with Sales and Delivery www.yoteam.in
  3. 3. B2B Approach – How is it different? If one is in B2B Marketing there are some fundamentally different approaches one should consider. These approaches were developed by marketers who understood the B2B markets and have succeeded in those markets. Look beyond mass media Go higher and deeper rather than wider Don't just advertise! Communicate Leverage New Media (internet and related medium) Collaborate tightly with partners – (Integrate Strategy, Messaging, and Promotional Mix) www.yoteam.in

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