How does B2B marketing work, when often the markets are very specifc and are limited to a handful of customers or markets unlike the mass retail market?
The key to successful marketing lies in understanding the value we bring to our clients. This is not only measured in terms of the product attributes but the value being offered in terms of what one company brings to the another.
The heart of B2B marketing is the relationship between the vendor and customer. When analysis is conducted on any good industrial market, the value the supplier brings to the table should be measured against all the functions of the business. ie technical marketing,corporate affairs, manufacturing, etc. The supplier needs to not only continue to provide a superior technical product, but also know their customers business well enough to suggest solutions to business problems while continuing to develop products and services to suit customers needs. The vendor and customer relationship needs to be a true partnership