The document discusses the evolution of B2B marketing from a traditional in-person model to a more digital model. It notes that B2B marketing previously relied on trade shows, catalogs, and in-person sales but has increasingly moved online. Now many B2B buyers want smartphone apps and online purchasing options. While e-commerce platforms are becoming more common, customizing solutions is still important for complex B2B needs. Emerging technologies like IoT, augmented reality, and big data analytics will continue shaping the future of B2B marketing.

1. The Evolution of B2B
Marketing
Presented by Muskan Parekh

2. The old B2B setup
• B2B marketers focus on very niche markets where buyers are less
concerned about price and have close relationships with their sellers.
• Examples are - Conventions and trade shows.
• Before the internet, B2B marketing mostly consisted of: Trade
Catalogues, Direct Mail, In-House magazines, Conventions/Exhibits,
Advertising to the end customer.
• Securing the big deals meant that a salesperson had to hit the road
and get into the field.
• Non-negotiable in-person sales and relationship building.
• Individualized pricing and product offers.

3. The new ‘Digitalized’ setup
• Number of customer touchpoints and point of sale (POS) interactions
has expanded rapidly.
• Three of the main areas for immediate development - mobile, video
and online chat
- 62% B2B buyers want to use a smartphone app for purchasing
- 41% increase in the use of video for B2B commerce
- 23% increase in Online chat
• Whatever channel or device a buyer uses, they need access to
product specifications, pricing, compatibilities, linked products and
shipping timelines, along with inventory that’s updated in real time.

4. • 62% of B2B buyers would like to have dedicated smartphone apps
through which they can purchase.
• 49%of B2B purchases are now made online.

7. The risk involved –
• Most B2C platforms are not ready for a complex B2B world, hence a
COMPOSABLE model is required, one which will allow business to
take a modular approach and ‘compose’ its ideal digital commerce
platform.
Its not limited to the features and functions of monolithic platforms like
SAP, Adobe etc, and lets them focus on customer needs and wants, and
incorporates the newer features such as mobile, video and online chat.
• 52% firms experience frustration with online B2B buying. And there
has also been a rise in switched suppliers for all purchases in the last
12 months.

8. What’s Next?
• COVID-19 shut down all physical trade shows overnight and helped
webinar and virtual exhibit industries explode.
• IoT and smart devices, voice platforms and even virtual and
augmented reality.
• B2B sellers will need to be able to integrate with everything from
delivery trucks to smart shelves in their suppliers’ facilities.
• By 2025, 75% of all B2B buyers will be digital-centric millennials, and
44% of them want a “seller-free” sales experience.
• Big data – This new technology has the ability to improve many
aspects of B2B marketing – Once the company has developed a
process that allows you to accurately collect, analyse and make use of
your data, you can improve your B2B operations in many ways.

9. References
• https://www.forbes.com/sites/sap/2023/03/13/how-traeger-grills-makes-
scorching-hot-products-outdoor-cooking-fans-adore/?sh=b0d4d552b69f
• https://www.wundermanthompson.com/insight/the-b2b-future-shopper-report-
2021
• https://www.insiderintelligence.com/content/evolution-of-b2b-marketing-5-
charts
• https://www.sciencedirect.com/science/article/abs/pii/S0019850113000345