This document discusses General Electric's (GE) business-to-business (B2B) marketing strategies and campaigns. It first provides background on GE as a multinational conglomerate. It then examines the importance of B2B marketing and brand to GE's success, noting benefits like acceptance of innovations, industrial development, revenue growth, and trust. The document evaluates multiple campaigns by GE, including "Imagination at Work", "Ecomagination", and "Healthymagination" to communicate its focus on newer areas, finding that "Imagination at Work" was most effective by connecting human experiences to B2B marketing. It concludes with a disclaimer about the author and presentation.

1. B-to-B Marketing:
General Electric
Case

2. Let’s start with the introduction to this multinational
conglomerate.
Background

3. 3

4. 4

5. What is B2B
Marketing?

6. B2B Marketing Basics
6

7. Example of GE’s
B2B Content
Marketing
7

8. General Electric
Case
▫ Case 1:
Discuss the importance of B-to-B
marketing and a strong B-to-B
brand to GE.
▫ Case 2:
Have “Imagination at Work,”
“Ecomagination,” and
“Healtymagination” successfully
communicated GE’s focus on its
newer endeavors? Why or why not?
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9. Importance of B-to-B
Marketing and a
strong Brand name to
General Electric

10. 10
1. Acceptability towards
Technical Innovations.

11. 11
2. Industrial Development

12. 12
3. Growth in Revenue

13. 13
4. Trust and Reliability

14. 14
5. Accceptability of New
Product

15. Evaluation of
Multiple Campaigns
by General Electric

17. Imagination
at Work
Connecting Human Experiences
with B2B Marketing
17

18. 1. Get out from your product world
and into humanity.
2. Share human experiences with
the world.
3. Fulfil the human experience
promise.
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How it worked?

19. Summary:
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20. Disclaimer
I am Sumit Rajan
Student at BITS Goa
You can find me at @sumit.rajan3001
This presentation is a part of my work
during an internship under
Professor Sameer
Mathur from IIM Lucknow.
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