Marketing B2B
[Opinion article published in Economía 3] It is possible to use the same tools, replicate and adapt models and strategies of B2C Marketing in B2B Marketing… Yes,…but with nuances.
B2B marketing strategies list of angola consumer email behind B2C: yes, but not so much
When something is taken for granted, by repeatedly hearing and reading the same thing from experts or specialists, the time has come to start questioning it.
It is not about questioning for the sake of it, nor about denying the obvious, but rather about outlining the issue in search of different nuances, of squeezing out the juice that fully connects that truth or new dogma with the reality of our particular case.
Marketing Strategies for B2B Companies
New “unquestionable truth”: In B2B marketing, the strategies that work best are increasingly similar to marketing aimed at the end consumer. This statement, without a doubt, is already well reinforced by enough real cases and experiences that rest on an idea that is no less true: Behind commercial relationships between companies there are people. And those people are, for example, on Instagram, and also increasingly (and more) on Tik Tok.
Perfect, we are going to use the same tools, to replicate and adapt models and strategies. Yes, but with nuances . Those people who are supposed to buy from you have a double dimension, the personal one, with their family, children, friends, dogs or cats and the professional one in which their purchase is thoughtful and conditioned by multiple factors.
Let's start questioning some details:
Behind the commercial relationships between companies there are people . Indeed, but those people who are your clients, are not going to buy a pair of €40 shoes, a €15 book or a cheap flight. They are going to spend hundreds or thousands of euros on the purchase of products or services, and they will never ever buy on impulse. In fact, in many cases, from the moment they find out about your best offer, months will pass until they decide that it is the best for them and finally buy from you.
And yes, the economic and energy crisis is the same for everyone, but when you are the owner, CEO, Purchasing Director of an SME and you work with annual budgets distorted by the current economic context, and you suspect that this situation will go from being circumstantial to structural, you are going to think a lot about it before buying.
B2B marketing strategies behind B2C: yes, but not so much
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