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The document discusses business-to-business (B2B) marketing. It defines B2B marketing as marketing products or services to companies, government bodies, and other organizations that will use them to produce their own products or services. It also discusses different types of B2B markets including mass markets, recurrent markets, and project markets. Additionally, it covers characteristics of B2B marketing such as longer sales cycles and more complex products compared to business-to-consumer marketing.

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20 views

Teachers Slides (Selection)

The document discusses business-to-business (B2B) marketing. It defines B2B marketing as marketing products or services to companies, government bodies, and other organizations that will use them to produce their own products or services. It also discusses different types of B2B markets including mass markets, recurrent markets, and project markets. Additionally, it covers characteristics of B2B marketing such as longer sales cycles and more complex products compared to business-to-consumer marketing.

Uploaded by

吳旻
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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What is marketing?

« Marketing is the activity, set of institutions, and processes for


creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large. »
American Marketing Association

Catherine Reffet - B2B Marketing


What is B2B?
« Business to business (or B2B) refers to businesses
that market products or services to other businesses. »
American Marketing Association

B to C : Business to Consumer

B to B : Business to Business Products

C to C : Consumer to Consumer Services

H to H : Human to Human

Catherine Reffet - B2B Marketing


The 4 dimensions of Services

Intangibility:
INPUT cannot be materialized
OUTPUT
Inseparability: Heterogeneity:
simultaneous quality is
Service
production not constant
and consumption
Perissivity:
cannot be stocked
nor restituted

Catherine Reffet - B2B Marketing


Some specific B2B markets
« B2B marketing is the marketing of products or services to
companies, government bodies, institutions and other organizations
that use them to produce their own products or services or sell them
to other B2B customers. »
Wim G.Biemans

B to B to C: Business to Business to Consumer

B to B to E: Business to Business to Employees

B to B to U: Business to Business to Use

B to B to A: Business to Administration
Catherine Reffet - B2B Marketing
Positioning of B2B marketing

Catherine Reffet - B2B Marketing © The McGraw-Hill Companies, 2010


Main characteristics of the B2B market
Strong technological dimension

BtoB market

International
Few actors
vocation

Catherine Reffet - B2B Marketing


B to B: a more complex product / service, in general

Often requires assistance (installation, maintenance,


repairs), or additional products or services
A longer product life cycle
Catherine Reffet - B2B Marketing
3 types of B2B markets

Mass market B2B: a large number of clients

Recurrent B2B, aka Industrial BtoB: a


continuous relationship between the supplier
and the client, with the development of
customized products / services

Project B2B or business B2B: a non -


continous relationship between the supplier
and the client

Catherine Reffet - B2B Marketing


Comparison of the 3 types of BtoB markets
Mass market Recurrent
Project BtoB
BtoB BtoB

Number of
clients

Importance of
Internet

Duration of
negociation

Number of
persons
involved
Source :Ph. Maraval & Ch. Bénaroya

Catherine Reffet - B2B Marketing


What is industrial marketing?
Provide goods or services to other businesses or
organizations that uses them directly or indirectly to
produce other goods or service

= B2B marketing

Derived demand: is a consequence of the demand of


other goods or services

INPUT Value OUTPUT


Added

Catherine Reffet - B2B Marketing


The concept of Industry
The product industry: from a raw material (wood, steel,
energy,…) follow all the steps from production to consumption
Example: The steel industry

The demand industry: aims at the satisfaction of a need for


the final consumer. Starts from the need of the final user to the
start of the process. The demand industry includes the product
industry. It is more efficient in terms of industrial strategy.
Example: The health industry

The demand industry includes some product industries

Catherine Reffet - B2B Marketing


The concept of Industry

Catherine Reffet - B2B Marketing Source : strategicmanagementinsight.com


Economic sectors
Are determined according to one single
activity, generally in one single country

Examples: pharmaceutical industry,


transports, food industry, banking

Horizontal vision -> not global

Catherine Reffet - B2B Marketing


- Marketing Reading: Digital Marketing

Other articles:
The Elements of Value, Harvard Business Review

Catherine Reffet - B2B Marketing


Catherine Reffet - B2B Marketing
B2B networks

Catherine Reffet - B2B Marketing Source: Roger bass on LinkedIn


One major difference

BtoB BtoC

CUSTOMER CONSUMERS

Catherine Reffet - B2B Marketing


The 7 steps of the selling process

Catherine Reffet - B2B Marketing Source: Pinterest


Sales techniques in B2B
Pricing techniques in B2B
Alternatives in B2B
Customer Satisfaction is the utmost priority

Customer is King
Customer value perspective
B2B business : Customer activity circle
How to create value?
Value Network & partnerships
Catherine Reffet - B2B Marketing
What is C.R.M? Customer Relationship Management

« A discipline in marketing combining database and computer


technology with customer service and marketing communications.
Customer relationship management (or CRM) seeks to create more
meaningful one-on-one communications with the customer by
applying customer data (demographic, industry, buying history,
etc.) to every communications vehicle. At the simplest level, this
would include personalizing e-mail or other communications with
customer names. At a more complex level, CRM enables a
company to produce a consistent, personalized marketing
communication whether the customer sees an ad, visits a Web site,
or calls customer service. »
American Marketing Association

Catherine Reffet - B2B Marketing


About Customer Relationship Management

Catherine Reffet - B2B Marketing


The use of C.R.M in B2B
- Sales Managers: Manage the relationship through Customer
knowledge

- Marketing Managers: Manage the communication / Sell

C.R.M is an essential TOOL to create value out of BIG DATA

Key criteria for B2B businesses:


- number fo clients
- resources: time and budget

Catherine Reffet - B2B Marketing


Around C.R.M activity
Building the relevant C.R.M
From C.R.M to Customer Management Experience

Don’t spam, target well!!!

Catherine Reffet - B2B Marketing


C.R.M Legal aspects
General Data
Protection Regulation

Source: abondance.com

Source: abondance.com

Catherine Reffet - B2B Marketing


C.R.M & Permission Marketing

Source: conversationagent.typepad.com/
Catherine Reffet - B2B Marketing
Inbound Marketing

Catherine Reffet - B2B Marketing


B2B business : Marketing slowly comes in

- All the company’s departments interact in the decision


process

- Sales and marketing depend from each other and have


a real partner relationship

- Marketing is less developed than for BtoC and often


learns from it

- Digital transformation still lacks behind for most BtoB


companies

Catherine Reffet - B2B Marketing


B2B: a limited number of potential customers
-> Direct selling is predominant and technical aspects &
service are often important

-> Customer Relationship is essential : direct contact with


the sales force

-> Strong impact on Sales Management

-> Market research is carried out on all customers /


sampling is not recommended - the salesforce is in first
line to collect customers feedbacks and insights

-> Risk of an excessive dependence clients / suppliers


(quality, delivery, innovation, maintenance,
customization)
Catherine Reffet - B2B Marketing
B2B: Purchasing process
- Long-term relationships : trust / loyalty are key

- The purchasing process is complex

- No spontaneous purchase : often a very long


process, carefully planned and influenced by many
actors

- Customer and supplier need each other

- Tender is a common practice

Catherine Reffet - B2B Marketing

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