b2b mkt

One of the characteristics of a B2B product is that in many cases it is bought by a committee of buyers. It is important to understand what a brand means to these buyers. (Note: Temporal) Buyers are usually well-versed with costing levels and specifications. Also, due to constant monitoring of the market, these buyers would have excellent knowledge of the products too. In many cases the purchases are specification driven. As a result of this, it is vital that brands are clearly defined and target the appropriate segment.

As explained above, every one product can only be associated with one brand. Because of this, it is vital that companies find a white space for their brand, an uncontested category to occupy space in the minds of the buyer.

In differentiating one’s brand, companies can use various strategies, often referring to the origin of the goods or the processes used to manufacture the product(s). Some have identified up to 13 such strategies. Depending on the company’s history, the competitive landscape, occupied spaces and white spaces, there could be one or many strategies that any one company could use.

Ultimately, a strong B2B brand will reduce the perceived risk for the buyer and help sell the brand.

Content = Something Expressed

1. Article
2. News
3. Video
4. Game
5. Web site
6. Micro Site
7. Digital Magazine
8. Blog & micro-blog
9. Forum
10. Comment
11. eNewsletters
12. eBooks
13. Webinars
14. Case Studies
15. Surveys
16. App

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and  engage  a clearly defined and understoo d target audience – with the objective of driving profitable customer action.

1. Selling
2. Advertising
3. Interrupting marketing (Telemarketing, direct mail, Spam ads tv, radio)
4. Media buying (Tv, radio, newspaper)

Content marketing is PULL a rather than a PUSH strategy

Because Content Marketing will...

1. Generate Targeted Traffic
2. Increase Audience & Reach
3. Engage Audience
4. Increase on-the-spot Conversion
5. Build Connections & Relations
6. Help Prospects understand You
7. Provide Thought Leadership

Build trust and increase WOM

1. Website
2. Emails and Newsletters
3. Social Media
4. RSS (Really Simple Syndication) --> Web syndication
5. Podcasts
6. SEM Searchengine Marketing
7. Digital Press
8. Online Events

A marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand.

1. Facebook
2. Twitter
3. Linkedin
4. Google+
5. Youtube
6. Blogging
7. Reviews
8. Web Forums
9. Case Studies
10. Q/A websites
11. How to Guides

1. Who is my buyer -> Research
2. I do not have enough content & content creator -> Outsource
3. There is a lot of channels, which should I use -> Your Buyer

1. Research and Plan
2. Create
3. Opitmize
4. Promote and Distriubute
5. Measure

1. Set your Goals
2. Know your target audience, Preferences, triggers and behavior.
3. Know where they hang out online - favorite platform - Facebook, Twitter, YouTube….
4. Decide on content tactics: articles, videos, micro-site, podcast…
5. Create Exciting Content
6. Distribute each piece of content to its relevant platform
7. Engage consumers in order to have them interact with the content
8. Decide how you will measure the effectiveness - KPIs

Relation & Trust

1. Page Rank
2. Inbound Links
3. # Fans
4. # Followers
5. # Comments
6. # Shares
7. # Mentions
8. Page Views

Customer Insights

1. Email open Rate
2. Downloads
3. Feedback Forms
4. Inquiries
5. Comments
6. Effective Channels

Your Prospects!

Leads & Sales

1. # Inquiries about Product / Service
2. # Product Catalogue downloads
3. # Qualified Leads from specific content
4. Closed deals from your online channels

1. Online Paid Advertising
2. Competitors’ handy figures
3. Last year’s figures

The most important! “Traditional marketing talks at people. Content marketing talks with them.” – Doug Kessler

“Content” is KING.

Private -> B2B ->

Corporation

1. Separate legal person, i.e. can own property, sue or be sued, and contract in own name.
2. Limited liability (In the case of a company limited by shares, the level of liability is the amount remaining unpaid on the nominal value of the shares held. In the case of a company limited by guarantee, it is the amount that shareholders have agreed to pay in the event of the company being wound up)
3. Shares are transferable.

Sole Trader / Sole Practitioner Ship

1. The owner ‘is’ the business – owns the assets and is liable for all the debts.
2. No legal formalities are required to set up a sole trader business.
3. This form is inappropriate for large businesses or those involving a degree of risk.

Limited Liability Partnership (LLP)

1. An artificial legal entity with perpetual succession. It can hold property in its own right, enter into contracts in its own name, create floating charges, sue and be sued.
2. The liability of the members of an LLP is limited to the amount of capital they have agreed to contribute.

1. Maximizing  shareholders’ wealth
2. Satisfying stakeholders

Put the Vision into Action!

Vision -> Strategy -> 2-3 Year Plan -> Budget and Actions

Short Term Finance:

1. Overdrafts
2. Short term loans
3. Trade credit
4. Lease Finance

Long term Finance

1. Debt finance
2. Leasing
3. Venture Capital
4. Equity finance

Have we met the KPIs set?

1. Market share / growth / sales etc....
2. Savings / value chain improvement
3. Deployment / Customer satisfaction

Have we met/exceeded/stayed behind the pre-set financial targets?

1. budget
2. forecast
3. chosen scenario of the business case

Financial statements

1. Balance Sheet
2. Income Statements
3. Cash Flow Statements
4. Changes in Owners

Management reports

1. Sales
2. Gross margin,
3. Operating profit by category/business line/ segment/ channel/distributor
4. Accounts receivable aging by sales region/by customer
5. Cost of production by SKU / by production line etc..

Ratio Analyses

1. Many ratios use figures at a particular point in time and thus may not be representative of the position throughout a period. For example, seasonal trade or large one-off items may make year-end figures uncharacteristic.
2. Ratios are of little use in isolation. Comparisons could be made to:
   1. last year’s figures to identify trends
   2. competitors’ results and/or industry averages to assess performance.
   3. Care must be taken to understand if the figures behind are consistent and if any window dressing made?

1. Sales
2. Marketing
3. Logistics
4. Production
5. HR
6. IT

• Financial Analysis
• Treasury
• Budgeting & Forecasting & Actual vs Budget Tracking
• Business Partnering
• Credit/Collection Management
• Tax Planning and Tax Calculations
• Legal Issues

• Understanding & reporting performance
• Managing risks and benefiting from opportunities
• Understanding & showing the direction of the business
• Strategy setting
• Business partnering
• Rolemodeling to the organisation
• Legal, financial and tax compliance
• Police: Procedures, ethics and guidelines
• Finding cash, Managing Cash, Keeping Cash
• Safeguarding the assets
• Driving savings
• Managing P&L

1. B2B markets have a more complex decision-making unit
2. B2B buyers are more ‘rational’
3. B2B products are often more complex
4. B2B target audiences are smaller than consumer target audiences
5. Personal relationships are more important in b2b markets
6. B2B buyers are longer-term buyers
7. B2B markets drive innovation less than consumer markets
8. B2B markets have fewer behavioural and needs-based segments

Convenience

1. Geography
2. Language

Firmographics

1. Size of company
2. Products made

Behaviour

1. Price sensitive
2. Delivery sensitive
3. Quality sensitive

Needs

1. Security
2. Power
3. Esteem

The starting point of any business-to-business segmentation is a good database. A well maintained database is high on the list in any audit of marketing excellence in a business-to-business company. The database should, as a minimum, contain the obvious details of correct address and telephone number together with a purchase history. Ideally it should also contain contact names of people involved in the decision-making unit, though this does present problems of keeping it up to date.

Statistical techniques (specifically factor analysis) and cluster analysis

Performed by computing network economy electronic commerce, in short, is called e-commerce.

1. Seller and the buyer in the same physical environment eliminates the necessity of being.
2. Traditional trading capital, product and labor concepts are important. skills and knowledge is important in e-commerce.
3. e-commerce payment instruments are valid. Physical means of payment are not available

1. to provide easy and practical product information
2. do business without the cost of stock
3. E-Commerce is an economical business model
4. Low cost advertising and promotion
5. To be more effective than competitors in the market
6. More efficient customer service activities
7. The market is too large, no longer local but global markets

According to traditional commerce, e-commerce has much less risk and much easier model, Basics risk

1. Technology security (Firewall, IDS/IPS vb.;)
2. Credit card security (SSL)((Secure Socket Layer)
3. fake shopping with stolen credit cards

1. Manufacturer - Wholesaler - Distributor - Dealer Channel – Authorized Service Centers etc. e-commerce model is made from institution to institution.
2. Closed-circuit the e-commerce model. It is not clear to the consumer and public