B2B Marketing Services
Future-ready business?
Looking to scale your business! Only marketing can make your sales efforts more efficient and expand your client base at a pretictable scale to enable you to get an edge in the marketplace.
B2B marketing is a rational sales process that is executed in a unique way. It is lengthier as it requires more lead nurturing and focused attention to the customer experience. The process of customer buying decision is rarely linear, hence it is important to be visible at each phase of the purchase funnel. Businesses quite often opt for a B2C marketing model, wherein decisions are taken almost instantly by customers as they are driven by emotions. This isn’t the case in B2B marketing, wherein the customer decisions are completely driven by logic and financial incentive.
B2C Marketing
- You see something – Need recognition
- You like it, look for some variations – Evaluation of alternatives
- You buy it – Purchase decision
B2C Marketing approach– Advertising, enticing, pushing to take quick decisions
B2B Marketing
- You see something, you think it is a good idea – Need recognition
- You research online and with your compatriots – Information search
- You look at other alternatives for the product or the company, your team and you decide on a couple of options – Evaluation of alternatives
- Negotiate, buy – Purchase decision
- Give feedback if the experience is negative or more purchase orders or referrals if the experience is positive – Post purchase behaviour
B2B Marketing approach– Provide information favourable to you at every step and engage at every step of the purchase process.
B2B decision making framework
| Customer Actions | B2B Marketing Objectives | B2B Marketing Actions | |
| Need recognition | Customer realizes that he has a need for a particular solution | Showcase your solution, be visible, searchable | SEO, Advertising and Social media marketing |
| Information search | Customer conducts research online and examines reviews | Give details | Strong website, send emails |
| Evaluation of alternatives | Read reviews and draw comparison between products, Shares research with the other stakeholders and shortlists options | Give details regarding your solution on relevant 3rd party platforms including your own social media handles. | Ensure that your own handles are clean. Case studies are important |
| Purchase decision | Negotiate, discuss and make the purchase | Give reinforcement that they have taken a good decision, enable strong pricing | PR, 3rd party research presence, Video testimonials, new client/signup information |
| Post-purchase behavior | Negative experience: Provide feedback Positive experience: Purchase more or refer | Get testimonials Get referrals | Request for feedback Tackle post purchase dissonance Request for referrals |
Summary
Marketing helps expand the market. New customers at scale comes at a predictable frequency only through marketing. B2B marketing purchase decision process is completely different from the B2C purchase decision making process. Aligning your marketing to each step of the decision making process is key to generating new customers and closing your sales.
Do It Yourself Marketing vs No Compromise on Skills and Experience marketing – get some help at the highest levels through an innovative engagement model: Know when it is time for a CMO on Demand.
Team Aaroh specializes in developing and implementing results-oriented brand and marketing strategies for clients across various domains. Aaroh develops a detailed roadmap to transform the company’s market presence to achieve higher revenue and profitable growth. Aaroh translates customer insights into B2B Marketing campaigns to boost the end-customer engagement.
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