SSR

Institute of Management & Research, Silvassa

Empower Yourself @ IMR

312MKT - Business to Business Marketing

CCE–-01

Submitted by: Submitted to:

Nihal Patel Mr.Mohd Bilal Bhada
Roll no: 27 Assistant Professor
Batch: 2020-2022 SSR IMR
 312-B2B
MARKETING
SECTION-A

Organisational Buying and Buying Behaviour:

Organizational Buying Behaviour is a complex decision-making and communication

process involving selection and procurement of product and services by organizational
buyers.Organizational behavior refers to the buying behavior of organizations that buy
products for business use, resell or to make other products. Organizations consist of
business, industries, retailers, government, and non-government organizations.

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

Models of organizational Buying Behaviour

The Webster and Wind Model

The Webster and Wind Model of organizational buying behavior is quite a

comprehensive model. It considers four sets of variables which affect the buying-
decision making process in a firm. These are environmental, organizational, buying
center, and individual. This framework identifies four categories of variables that have
an influence on organizational buying decisions.
• Environmental :Any aspect of the external environment that may affect the
organization buying behaviour is embraced under this heading. This includes
political, economic, cultural, legal, technological and physical environments.
Competitors’ marketing actions are also deemed to be in the external
environment.

• Organizational :There are several organizational factors that affect behaviour.

The company’s goals and objectives set parameters on activity. The
organization’s structure and resources act as constraints on its culture in terms of
the type of policies and procedures that are followed. These all affect buying
behaviour.

• Interpersonal :The relationships between the individuals in the buying centre are
an important determinant of how decisions are reached. How coalitions are
formed and where loyalties lie within an organization will be dependent on these
relationships.

• Individual :Attitude to risk, creativity, competitiveness, style of problem solving

and locus of control will all be unique in each individual. The individual’s
personal goals, past experience and training will inform their way of operating.
Each individual will influence the DMU’s decisions to a greater or lesser extent.
Each of these categories has two subcategories of task and non-task related
variables. Task related variables are directly related to the buying decision being
undertaken; non-task related variables are not directly concerned with the buying
decision but nevertheless affect the decisions made.
 SECTION-C

Challenges in Business to Business Marketing:

1. Technology Integration

Technology can be a blessing and a curse for many of our clients. Too often
marketers see the potential and exciting things technology can do, but can’t seem
to integrate it into their company.  If SEO, SEM, website, social media, marketing
automation and online media are not connected, then how can communications be
integrated? Not to mention all the other tools that are part of the technology stack
like a CRM, content management system, analytics platforms and others. In
many B2B companies, none of these systems are linked. B2C companies make it
look so easy retargeting you on every online channel you visit until they get you
to buy that sweater you looked at on their website last week.

2. Managing Leadership Expectations

Senior management often doesn’t see how these new digital marketing tools can
help close the sales loop in B2B. As a matter of fact, many B2B companies
believe their current marketing activities are meeting the needs of sales. This
leads many marketers to wonder, where is the best place to invest their marketing
dollars? An informal audit of your organization to understand how sales and marketing
tools communicate together is often a first step in seeing if/how marketing activities are
meeting the needs of sales. 
3. Marketing And Sales Alignment

Most of us have heard the popularly quoted statistic: up to 70% of the B2B buyer’s
journey is completed online, before a buyer even reaches out to sales. As a matter
of fact, Gartner Research reports that by 2020, over 85% of the decision will be
made without any human interaction. So how exactly do you win the sale without
any personal contact? One way might be to integrate marketing and sales to
increase lead generation , an initiative over half of B2B businesses mention as
one of their primary marketing objectives. Integration between sales and
marketing is better today, but still has a long way to go before the two roles are
aligned and working effectively towards the same goals.

4. Getting In Front Of The Right People At The Right Time

For the best chance of success, marketers need to attract, reach and engage all
key stakeholders in buying decisions throughout each stage of the purchase
process. That means you need to create content that speaks to both influencers
and decision-makers not always an easy task for B2B marketers who so often
juggle multiple roles and responsibilities. One way to help your marketing
department is to ask your sales team to contribute to your content efforts.

5. Globalization of content and marketing

Another major challenge I’ve seen is around globalization. B2B marketers may
understand the concept in theory, but serving diverse markets around the world,
while holding true to your brand, can be a huge undertaking. Marketing products
and services globally requires understanding and catering to the needs of markets
from a local level. Because what resonates in one market might not be received the
same way in another. Global marketing is not as simple as translating copy into
appropriate languages.
Opportunity In Business To Business Marketing:

The following B2B marketing programs are proven ways to help grow your business.
Customer Pain Point Research
Reviews, Testimonials, & Case Studies
B2B SEO
Social Media for Business
B2B Advertising
Referral Systems
Influencer Marketing
Marketing Automation
Campaign Tracking and Reporting