B2B Marketing: Strategies, Differences, and Analytical Skills

This presentation focuses on B2B marketing, discussing the differences between B2B and B2C marketing, highlighting the characteristics of B2B, exploring the strategies adopted by B2B, analyzing the same, and emphasizing the application of analytical skills for solving various issues. It also covers the nature of the buying unit, the decision process of B2B, and the importance of SEO and social media marketing in B2B.

Business to Business
Marketing

The aim of the study is to focus in the B2B
marketing between various organizations. The study
will discuss about the difference between B2B and B2C
marketing, will highlight the characteristics of B2B, the
strategies adopted by the B2B, analysis of the same
and the application of analytical skills for solving
various issues.
Introduction

 B2C marketing involves directly selling to the consumers
and is therefore influenced more by consumers whereas
the B2B marketing is carried out between two businesses
and it involves more logic (Lau & Lim, 2018).
 B2B transaction involves more money because they have
to consider many things- people, resources and others.
 In case of B2B marketing the purchasing decisions not at
all influenced by emotions rather it is influenced by logic.
Difference between B2B and B2C

 In case of a B2C marketing, the marketer will have to focus
and discuss about the benefits of the products.
 The customer’s decision about a product is affected by
emotions.
 Whereas the decision making in case of B2B is based on logic.
 The message in case of B2C marketing should be clear and
simple so that it can be easily understood by the consumers.
 The purchasing process for B2C marketing is also different
depending upon the consumer’s decision.

 A characteristics of the B2B marketing is that they have
larger buyers but they are small in number as
compared to the B2C marketing.
 The demand for the goods in case of the N2B
marketing depends on the demand of the consumer
goods in the B2C market.
 The demand in case of the B2B marketing is inelastic
demand.
Characteristics of B2B

 The B2B market goes through a phenomenon called
the Bullwhip effect.
 In this case the demand will fluctuate more than it
fluctuates in the B2C market structure (Anees-ur-
Rehman et al., 2018).

 The buying unit in case of the B2B marketing is more
buyers which results on a larger decision making unit.
 The decision making process is affected by the desire
to enter into long term relationship with the clients.
Nature of Buying unit

 The decision making process in case of the B2B
marketing, starts with carrying out researching
opinions of various experts of the industry (Iankova et
al., 2018).
 In this situation it becomes important for the company
to engage in the strategy of influence marketing
Decision process of B2B

 The social media can be used by the company to
provide value to the customers or to generate sales
through various social media advertisements (Shenoy
& Prabhu, 2016).
 LinkedIn is the most effective social media channel for
carrying out the B2B activities because it helps the
company to connect with the customers through the
platform.

 SEO or the search engine optimization is the process of
increasing the website traffic both quantitatively and
qualitatively (Cawsey & Rowley, 2016).
 Search engine marketing helps in process of dealing
with the ads campaign of the company through
designing, optimizing and running it effectively.
Strategies of B2B

 A marketing campaign in order to become successful
needs designing an attractive web page because in
order to attract customers
 the site owners can see and check the results of the
webpage and control various data analytics activities.
 In relation to the use of SEO, SERP can be introduced
by the companies in order to help the B2B businesses
become profitable.

 The B2B may be having various problems related to
selection of the wrong social networking platform.
 The efforts required in order to keep the social media
profile of the company attractive is what is difficult and
time consuming.
Analysis of the strategies

 Some of the main analytical skills needed for solving the
B2B issues are- Analytical thinking, data visualization
 Ability to adapt to new technologies and techniques,
understanding the data structures
 Understanding the statistical concepts, a proper
mindset aiming towards growth.
Analytical skills of marketers

 The analytical thinking will help the to avoid
information paralysis and for effectively and efficiently
dealing with large volumes of data.
 Data visualization skill will help to analyze all the data
more effectively by visualizing the same.
 By having the ability to learn and adapt to the
technological changes, the marketers can help to
improve business intelligence.

 Anees-ur-Rehman, M., Wong, H. Y., Sultan, P., & Merrilees, B.
(2018). How brand-oriented strategy affects the financial
performance of B2B SMEs. Journal of Business & Industrial
Marketing, 33(3), 303-315.
 Cawsey, T., & Rowley, J. (2016). Social media brand building
strategies in B2B companies. Marketing Intelligence &
Planning, 34(6), 754-776.
 Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A.
(2018). A comparison of social media marketing between B2B, B2C
and mixed business models. Industrial Marketing Management.
References

 Shenoy, A., & Prabhu, A. (2016). Social Media
Marketing and SEO. In Introducing SEO (pp. 119-127).
Apress, Berkeley, CA.
 Lau, K. C., & Lim, L. (2018). Transformational branding
for B2B business: protective packaging company. Asia
Pacific Journal of Marketing and Logistics, 30(2), 517-
530.