Brandwagon’s

KNOWLEDGE TRANSFER SESSION - 1

Business-to-Business Marketing & E-commerce
 KT Sessions Plan

• Session 1: Introduction and Marketing Basics

• Marketing
• STP
• 4P

• Session 2: Sales & Distribution

1. PLC
2. Basic Models
3. S&D

• Session 3: B2B and E-commerce

• Session 4: Digital Marketing
 What is B2B Marketing?
• B2B marketing refers to the techniques and best practices used by companies that sell directly to
other businesses.

• Unlike B2C marketing strategies, which assume the audience is the buyer, B2B marketing has to
account for all the different stakeholders who impact business purchases, whether they are
executive decision-makers or simply influencers.
 Importance of B2B marketing ?

In a word: very.
Compared with consumer brands, companies that sell directly to other businesses
need to keep different factors in mind when communicating with their audience.
Mapping out a successful B2B marketing campaign is absolutely essential for bringing
prospects to your site, building engagement and ultimately increasing sales and
revenue.
 Types of B2B marketing ?
• Inbound marketing is the basis for today’s digital marketing strategies like content marketing and
SEO. The main goal is to bring sales prospects to your brand rather than actively seek them out
through outbound marketing efforts.

• SEO makes it easier for Google to crawl your site and boost your search visibility, helping users and
sales prospects find your brand website.

• Content marketing increases your brand awareness, brings your target audience to your digital
assets, educates prospects about your services, builds brand trust through helpful guides and
ultimately captures qualified leads.

• Account-based marketing offers a more granular and focused approach, targeting specific, high-
value accounts you want to land, as well as specific people within those companies
 B2B vs. B2C Sales
B2B
Products and services are intended for use by any
kind of business for professional use.
E.g.: Selling a software to Infosys
Multiple steps in making a purchase decision.
E.g.: For purchasing a new variant of plastic
packaging bottles for Ajanta Pvt. Ltd.
Sales Representative -> Key Accounts Manager->
Finance Lead -> Marketing Lead
Key revenue generation strategy - long-term
relationship
B2C
Products and services are made for and marketed to
individual consumers and intended for personal use.
E.g. : Juice, Toothpaste, Bodywash, etc.
Single step (customer/consumer) in making a
purchase decision.
E.g.: For purchasing juice
• Consumer makes the decision
• Customer makes the decision
Key revenue generation strategy – brand recall
 B2B vs. B2C Sales
B2B
B2B purchases are usually high-volume. They are
being sold to businesses that have sizable budgets,
unlike consumers who may have a limited
disposable income. There may, however, still be
low-cost purchases – think office supplies.
The B2B selling cycle is usually long and complex.
When businesses make a purchase, it is a
commitment. It may be due to a contract, or a
lengthy implementation process as employees
learn a new software platform, etc.
B2C
B2C purchases are often less expensive, such
as groceries or a new shirt. However, they can
also carry a big price tag – those 50-foot
sailboats aren’t cheap!
The B2C selling cycle is often quick; not as much
thought goes into these decisions, and there are
often repeat purchases – no one wants to risk
running out of ketchup! However, some items, such
as a new phone or laptop, may have a longer process.
 B2B sales is highly product or solution driven.

Imagine if a hospital has to purchase air conditioners for its entire

Problem Statement
unit (say 200 in number) or get a central AC system installed.

What should be It will invite vendors/companies to quote them the price for the
the first step? given requirement.

Let’s say you are the Sales Manager of Carrier and you know the decision maker is the Head of Admin
Mr. Ved Prakash.

You meet him for a quick pitch and discuss pricing

Now, you might spot that the Sales Head of Blue Star is sitting outside in the lobby.

Mr. Ved Prakash will meet that company too and compare the two offerings and reach a
decision based on the maximum value provided by these companies and other competitors.
 Mr. Ved Prakash has a budget of Rs.X and the value offerings are Rs.Y from Huawei and Rs.
Z from Apple. (Y<X and Z=X). What will he choose?

He will act rationally and 99 out of 100 times would not purchase an Apple if he can get the job
done with a Huawei.

The element of a brand is negated and the solution is preferred because of prioritizing:

• Price for bulk purchase

• Value w.r.t to the amount of purchase and purpose of the purchase
 Example Scenario
• Imagine selling financial accounting software to a Bank.
• The people you would be interacting with are C-suite executives and experts in
their domain. So, expect to face tough questions about the software and its
differentiation. Also, getting the appointment is really difficult. So, you have to
impress the decision makers in that small window.
• High level executives might include the CEOs of major corporations. B2B sales
also
• require that you to know how to effectively deal with gatekeepers such as
receptionists and assistants so you can get through to your target, the
individual who ultimately has the authority to commit to the sale.
• So, the CTO of the Bank will probably be the decision maker when they want a
new
• Financial Accounting software and to reach him you might have to pitch and
impress a long-list of stakeholders.
Marketing Funnel for B2B
Awareness: Awareness is the stage in which people become aware of your brand. It may happen once people
know they have a problem to solve and begin looking for providers that will solve that problem. At other times,
they may come across Regardless of how it happens, this is where people find out:
1) Your company exists and 2) what your company does.

Consideration: Once a buyer (or prospect) is aware of your company and knows your company can bring benefit
to their business, they are at the consideration stage. This is the point where they are ready to learn more about
your product. Often, buyers are researching potential solution providers online – which means they could be
considering your competitors too! This is the stage where prospects may speak with someone from your sales
team.

Decision: This is it – the final stage. Will they or won’t they – can you get them across the finish
line? Decision stands for “purchase decision,” meaning it is time for them to decide what they will do. There are
basically three options; they can decide if they will: 1) purchase from you, 2) purchase from someone else, or
3) wait and not purchase at all. By this time, they will have all of the pricing information, which can have a big
impact on their decision.
How to build an effective B2B Marketing Strategy?

Well-defined Detailed, strategic

buyer personas. marketing plan.

Thorough
competitor analysis. Data-driven analysis.

Established conversion and business goals.

Marketing in E-Commerce
 What is E-Commerce?
Ecommerce refers to the buying and selling of goods through transmission of data. With the advent of
electronic data interchange, e-commerce has changed the way in which the society sells goods and
services.
E-commerce embodies the concept of doing business online, incorporating services such as making
online payments, booking flights etc.
 Why do people buy online?
• Lower price: Far cheaper than offline, brick and mortar store.
• Less staff required to manage an online shop
• Automated inventory management
• Business owners can pass operational cost savings to their customers
• Accessibility and convenience
• Consumers have transparency with regard to the prices
• Consumer centric providing them convenience and control
• No geographic constraint as the items can be sourced and shipped globally

Why do people sell online?

▪ High margin because of reduction in ongoing operational costs such as rent, electricity etc.
▪ E-Commerce businesses are scalable tapping into a truly global market
▪ Business owners receive consumer insights and can understand, tweak and improve the customer experience.
 Different Channels in E-Commerce Segment

1. Business-to-Business (B2B)

B2B e-commerce, short for business-to-business electronic commerce, is the sale of goods or services
between businesses via an online sales portal. In general, it is used to improve the efficiency and
effectiveness of a company's sales efforts. Instead of receiving orders using human assets (sales reps)
manually – by telephone or e-mail – orders are received digitally, reducing overhead costs.
 Different Channels in E-Commerce Segment

2. Business-to-Consumer (B2C)

Business-to-consumer (B2C) refers to the process of selling products and services directly
between a business and consumers who are the end-users of its products or services. Most
companies that sell directly to consumers can be referred to as B2C companies.
 Different Channels in E-Commerce Segment

3. Consumer to Business (C2B)

The business transaction which takes place between consumer and business (i.e.) the
customer offers products or services to the businesses. The example includes when the
customer provides product reviews or comments or if he/she becomes an influencer of that
business. It heralds a complete reversal of the traditional model, with those who would
normally be end-users creating products and services that are consumed by the businesses
and organizations they themselves buy from.
 Different Channels in E-Commerce Segment

4. Consumer to Consumer (C2C)

Here the business transaction will play between two or more customers. A good example of C2C
is classified advertisements where the customer sells products or services to other customers
online.
 Different Channels in E-Commerce Segment

5. Direct-to-customers (D2C)
Direct to consumer is a term that means when brands sell directly to their end customers
without selling through a retailer, distributor, wholesaler or other outlet.
D2C eliminates the barrier between the producer and the consumer, giving the producer greater
control over its brand, reputation, marketing, and sales tactics. With the D2C way of doing
business, the brands reach their target customers directly, removing the middlemen and retail
stores innate to the traditional business model. This saves a lot on the cost of the product and
also enables the brands to understand their customers’ demands better.
The D2C channels may be an e-commerce platform, social media and a retail store.
Essential Pages For Every E-commerce Website
Home page: It is absolutely necessary for an ecommerce website to focus on delivering a
personalized experience on-site; it should have the ability to capture a visitor’s attention
and keep him engaged till the point of sale. It should also understand what the visitor is
looking for, so that his next visit is personalized with recommendations.
Essential Pages For Every E-commerce Website
The checkout page: Shopping online should be a pleasant experience, and having an easy
checkout is a big part of it. The checkout process is different to the rest and it has to be
easy, without unnecessary distractions or elements that can take away the attention to
complete the purchase but with the necessary information so the customer can easily
navigate through the process quickly. Less is more but keep a return to shop or keep
shopping link just in case the customer wants to get that beautiful top or something else.
Essential Pages For Every E-commerce Website
About page: This is particularly important for companies with d2c channel. Today’s
consumers want to know more about the brand they are interacting with, the story
behind it, their vision, mission and what causes they actively support. For that matter,
consumers are more likely to purchase from brands that are associated with a cause that
they believe in or contribute to as well.
Essential Pages For Every E-commerce Website

FAQs page: Many of web users prefer to visit this section instead of the contact us page
because they consider they can save time by looking at that page first. It can save time and
money too if right questions and answers like communicating shipping and return policies are
asked. FAQs tend to simplify things for the users by means of creating a list that is as
exhaustive as possible.

Return Policy page: Anytime customers choose to buy an item online, they’re taking a risk.
They can’t try clothes or shoes on, they can’t see what soap or candles smell like before
purchase, and photos don’t always look exactly like the product that shows up. The best way
for ecommerce businesses to proactively address that risk is with a good returns policy. A
return policy that provides clear information on what customers can expect from the return
experience is necessary. One that promises a return process that’s as seamless and painless as
possible for the consumer can be a competitive advantage that helps you earn more sales.
For any doubts, feel free to
reach out to team BW.

Mansi : 9586010666
Namit : 9649729885
Reny : 8082351055
Vikram : 9791674961

28