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B2B MARKETING

B2B Marketing is the specialist field of understanding and the challenges of communicating often complex and technical business products and services to niche business markets. Generally, the products and services are very technical in nature and require a different marketing strategy and implementation process to see sustainable sales growth and brand building.

THE ROLE OF MARKETING IN B2B SHOULD BE FOCUSED ON TWO CORE GOALS.

Feeding the sales funnel

Establishing and maintaining personal relationships

BRANDS HAVE A STRONG INFLUENCE ON B2B PURCHASING DECISIONS

Just like consumers do, business buyers use the vendor’s reputation as a short cut that reduces risk and simplifies the evaluation process. In fact, brand is a major factor in a B2B purchase consideration for products, as they are buying for an organisation they will not risk their business reputation on a little known or questionable brand.

In today’s competitive business environment if you have a business, you have to have a brand, and if your brand is selling your company short, you need to do something about it.

Branding will give you a competitive edge, create trust and emotional attachment, making purchasing decisions easier. A strong brand can command a premium price, and most importantly a strong brand can make the actual product features or benefits of what you are selling insignificant.

OUR WORK

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ESTABLISH YOUR VALUE WITH B2B MARKETING

Icon Visual Marketing’s team of specialist B2B marketing consultants can assist you in helping to establish your key value proposition for your markets or major customers. The determination of your value platform is critical to successful B2B marketing. Understanding your product or service from a holistic position will provide your business the distinct advantage you have been looking for and a platform for significant growth.

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WHAT IS A BUSINESS BUYER LOOKING FOR?

One of the keys to successful business-to-business marketing is the understanding that, regardless of what service or products you are selling to, your customers are buying on behalf of a company, and they are still individuals at the end of the day. As individuals buying for a company, many of the values and needs still apply, however they may just need to be highlighted in a different manner.

Guiding a business buyer through the buying journey can be a gradual process. Marketing strategy and communications should be used to lead them to the right end result. Ultimately, business buyers want to make the right decision for their company at a range of levels and therefore the sales process is often much slower than a B2C purchase.

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SEGMENTING YOUR TARGET MARKET FOR INCREASED SALES VALUES

An organisation cannot satisfy the needs and wants of all consumers. To do so may result in a massive drain on company resources. Segmentation is simply the process of dividing a particular market into sectors that display similar characteristics or behaviour.

By segmenting the market, you increase the benefit towards each segment’s needs and more accurately deliver your product or service.

And, by meeting your segment’s needs and delivering a higher value proposition to them, you also increase the odds of a sale. If consistently done well, market segmentation can also increase the lifetime value of your customers through repeat business and referrals.

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BENEFITS OF SEGMENTING YOUR MARKET

  • Create separate marketing campaigns and offers.
  • Upsell to your customers.
  • Improve customer retention by tailoring communications and offers to customers.
  • Put your resources into your most profitable areas.
  • Design products and services that closely match the demands of a particular group.
  • Having multiple market segments and revenue streams lowers the company risk of relying too heavily on one target market group.