SSR

Institute of Management & Research, Silvassa

Empower Yourself @ IMR

312MKT - Business to Business Marketing

CCE–-01

Submitted by: Submitted to:

Shreyash Ahir Mr.Mohd Bilal

Bhada Roll no: 49 Assistant Professor

Batch: 2020-2022 SSR IMR

 312-B2B
MARKETING

SECTION-A

Business-to-business (B2B), is a form of transaction between businesses, such as one

involving a manufacturer and wholesaler, or a wholesaler and a retailer. Business-to-
business refers to business that is conducted between companies, rather than between
a company and individual consumer. Business-to-business stands in contrast to
business-to-consumer (B2C) and business-to-government (B2G) transactions.

Business to Business Communication

Communication is a strong medium which not only connects organisations with the
end-users but also employees of one organisation with the employees of other
organisations/firms. Social media, Internet and so on connect one organisation with
another organisation and come under various ways of Business to Business
Communication.

Any communication done between employees of two organisations is referred to as

Business to Business Communication.

Size of Business Marketing

According to Hutt and Speh, business marketing constitutes the largest market.
Growth in business marketing hints at a growth in the economy as well. Organisation
D would purchase more and more electronic appliances like refrigerator, television,
mobile handsets from Organisation F - a case of Business to business marketing only
if the purchasing power of the consumer increases. Consumers would be able to spend
a substantial part of their income on electronic appliances/luxury goods only when
their salaries increase.

Business to Business marketing helps in satisfying the needs/demands of other

organisations, though primarily the need arises from the consumers/end users only.

SSR IMR 2
 SECTION-B

The Buy Grid Model:

The buy-grid model is a business model depicting rational organisational decision
making. Business marketers use the buy-grid model to portray the steps businesses go
through in making purchase decisions. The model includes two components: buy
phase and buy class.

Source: Slideplayer.com

Buy phase represents the logical eight steps businesses (or consumers involved in
extensive problem solving) go through
need recognition

● definition of PRODUCT type needed.

● development of detailed specifications.
● search for qualified suppliers.
● acquisition and analysis of proposals.
 ● evaluation of proposals and selection of a supplier.
● selection of an order procedure.
● evaluation of product performance.

Business-to-business marketers recognize that at each step in the buying process,

business buyers have different needs, and different groups within the organisation may
be involved. Business marketers anticipate which step organisational buyers are in and
attempt to provide the needed information and support for that stage of decision
making. Marketers who can become involved early in the decision-making process
have a greater chance of being considered in the final selection process. Many
organisations, including government agencies, have formal purchasing procedures
incorporating the buy-grid model. Set-aside programs targeting small and minority-
owned businesses and bid solicitation requirements for government offices follow a
similar defined procedure for PURCHASING.

Most business-buying situations do not involve all of the steps in the buy-grip model.
The number of steps varies with the buy-class, the type of buying decision. There are
three buy-class categories: new buys, straight rebuys, and modified rebuys. While the
complete buying process is typically used for new buys (purchases of products or
services never used before), a majority of business purchasing decisions are either
straight rebuys or modified rebuys. In straight rebuy situations, only the need for
recognition and reordering steps are used. For business marketers it is critical for their
products or services to be listed as approved vendors for straight rebuys. Marketers
will use reminder ADVERTISING, relationship-building entertainment and
hospitality, and PERSONAL SELLING to maintain their status as the preferred
provider. In modified rebuy decisions (where a buyer is willing to “shop around”), the
buyer may go through some or all of the purchasing steps. For marketers desiring to
be considered during modified rebuy situations, comparison advertising and
demonstrations are used to influence business buyers. Incumbent firms will use
relationships, special offers, and anticipation of or quick response to customer needs
to maintain their status when business buyers are considering alternatives.
 SECTION-C

Challenges in Business to Business Marketing:

1. Standing out online

Find any business worth their salt without an online presence and I’ll send you the
location of the Philosopher’s stone – and I don’t mean the Harry Potter book. What is
difficult, but not quite like turning ordinary metals into gold, is building a strong
online presence that puts the megaphone in your hand, helping you rise above the
noise in a crowded marketplace.

In this digital age, most people count on the net to supply them with the answers to
their problems: whether it’s the recipe to a mean meatloaf, the lyrics to the latest
Bieber banger or, more importantly, which service or product best serves their
business needs. In marketing lingo, this translates to – get yourself to, or near the top
of, the search engine rankings.

2. Setting your brand apart

But staying competitive remains a big challenge for B2B companies. With every yin
comes a yang, which in this case, means a wider pool of competitors to contend with.
Now, even a budding start-up can launch a dynamic marketing strategy through the
power of social media, free events and webinars. This is why you need to set your
business and your brand apart from the rest. What makes you different from everyone
else?Start by telling your story and humanising your brand. Creativity and storytelling
were traditionally seen as a luxury afforded only to B2C brands, but times have
changed. The people that interact with those businesses are the same that will interact
with yours.
3. The changing customer buyer journey

The emphasis on inbound marketing has caused a shift in the way buyers consume
content, make informed buying decisions and engage with salespeople. Historically,
when people needed a product or service, they’d open up the Yellow Pages, speak to
colleagues or call the salesperson who’d popped in and dropped off their card.

Now, people consult the internet and educate themselves, with research showing that
70-90% of the B2B buying process is over before buyers reach out to salespeople.
Sellers used to knock on the buyer’s door. These days, the roles have switched. You
could have the perfect solution to their problem, but that door will remain knock-less
without your content reaching them.

There are so many stakeholders, each armed with their own research and opinions,
which changes it from a simple transaction to a convoluted process. As shown by the
three-quarters of B2B customers who told Gartner that they found their last purchase
difficult or complex. So, how do you win their business?

4. B2B lead generation

B2C companies market directly to the customer, who then goes to buy the product,
sometimes with just one-click if shopping online with Amazon. It can be a product the
customer needs or simply an impulse buy.Lead generation in the B2B world requires
thought-out marketing campaigns that build personal relationships with prospects over
time. The primary method in achieving this, or the starting point at least, usually
happens through content, which is why producing relevant and engaging material is so
important – which I clearly can’t stress enough

Opportunities in Business to Business Marketing:

The following B2B marketing programs are proven ways to help grow your business.

1. Customer Pain Point Research

2. Reviews, Testimonials, & Case Studies
3. B2B SEO
4. Social Media for Business
5. B2B Advertising
6. Referral Systems
7. Influencer Marketing
8. Marketing Automation
9. Campaign Tracking and Reporting