Making B2B marketing go viral on Facebook-why “Likes” may help more than “Shares”

Making your product message go viral is the ultimate holy grail for  social media marketers today. But is "sharing" on Facebook better or is "liking" better for B2B Marketers? Since this blog gets this question ( eg. How to use Google AdWords and make your video go viral) here are some thoughts: B2B purchases areContinue reading “Making B2B marketing go viral on Facebook-why “Likes” may help more than “Shares””

How is B2B Marketing different from B2C marketing?

Need is very different in B2B and B2C. When a business buys in B2B they are primarily buying to feed their internal operations. The feeding may be an internal user – deep inside the buying organization. T

Supply Chain rationalization means fewer jobs in small businesses

At a recent conference an entrepreneur at the $25 million sales level mentioned that all the bigger organizations preferred to deal with $100 million level firms for purposes of supply chain rationalization. Quite understandable, but this does affect  employment in US small businesses. Let's see how: Supply (procurement) managers buy goods and services that mustContinue reading “Supply Chain rationalization means fewer jobs in small businesses”

When Leverage becomes Bottleneck items in the Kraljic Risk-Value Matrix: don’t forget the service

The Kraljic Risk-Value Matrix is a great way of thinking about the B2B buying (i.e. supply management, procurement) and B2B marketing process. And its really important to remember to remember the service elements of the both leverage and bottleneck items.Why? Because the Kraljic model came about at a time where manufacturing and products was allContinue reading “When Leverage becomes Bottleneck items in the Kraljic Risk-Value Matrix: don’t forget the service”

Kraljic Model: Reducing risk perceptions and the 2009 Hyundai Assurance Program

The 2009 Hyundai Assurance Program is a great illustration of reducing risk perceptions even in B2C (Business to Consumer) situations. Keep in mind that the Kraljic model was originally developed to understand B2B (Business to Business) buying behavior. Kind of like relationship marketing that B2B marketers always practiced and B2C marketers have enthusiastically adopted – more as technology allowed easy availability of CRM (Customer Relationship Management) and SFA (Sales Force Automation).

B2B Marketers think “value” while Supply Managers think “risk” – the Risk-Value Matrix and Kraljic Model

B2B marketers think about providing value and innovation to their customers. These include existing customers and also new customers. How can our product or service add more value to the buying company’s business? is the question B2B marketers constantly ask themselves, their teams and their own organizations. Innovation is somewhat spurred by this organizational motive to provide “value” to its customers.