Every B2B product has a consumer who ultimately pays for it. This is Derived Demand.
Not caring about the final B2C Customer is a big B2B Marketing Mistake.
Tag Archives: B2B Marketing
B2B 6: Do you like being judged? Marketer tips for Supplier Evaluation
The sixth and final step in the B2B buying process is supplier evaluation by the Buyer Organization. And frankly, no one likes being judged! But evaluations are a must in every aspect of life – if we are to develop,improve and evolve.So too with supplier evaluation. As a B2B marketer it’s good to have a growth mindset. Because it keeps you and your organization nimble and agile no matter what the changes in technology and globalization.
B2B Process 2: Why does product specs/SoW feel like a rigged job description?
In Step 2 of the B2B Buying Process, the buying organization develops the Product Specifications/Scope of Work (SoW). This is the document that will be put out for request for proposals (RFP) or tenders. If you have never supplied to the buying company, and you are generally capable, you can face a sudden roadblock. That roadblock feels similar to rigged job descriptions that our dear readers have all experienced.
“Business need” starts the B2B buying process
If you research “B2B buying process” you’ll come up with the steps that a business goes through in the B2B buying process. These include (1) Business need recognition (2) Developing specifications of what will meet the need (3) Request for proposals (RFP) (4) Comparison of proposals/bids and negotiate with suppliers (5) Purchase order placement (6) Delivery and receipt of goods or services (7) Evaluation of suppliers.
B2B Marketing with Google AdWords
To make AdWords more effective for B2B marketing, its useful to understand some key features of B2B marketing before setting up the campaign. Here are those key features:
Dealing with the power and politics of B2B buying centers
We get frequent questions from innovative solution sellers about how to deal with the power and politics of B2B Buying Centers. This is after you have started talking with people at a prospective customer organization. And yet a deal doesn’t seem to be coming through.Here is our take and we hope this makes our dear readers feel better:
A Checklist for Understanding your B2B Customer’s needs
B2B customers buy everything for some value addition to whatever business they are in. In contrast, B2C customers buy for personal satisfaction. B2C customers do not plan to sell something on eBay at the time they decide to buy.
New Product B2B marketers and the junior manager prospect: problem or opportunity?
No junior or middle manager would like to admit that they have a problem when faced with a new B2B solution that has the potential to vastly improve efficiency or reduce cost. Such an admission involves potentially admitting that the manager is not doing her job. The risks seem just too much with a new supplier, legacy systems and the fear of the unknown. A classic case of marketers trying to promote value as buyers try to reduce risk. And we are not just referring to purchasing and supply management folk- but the potential users of the new product that the marketers is trying to convince in the buying center.
B2B Marketing: Derived Demand web content can help show that you “get” it
Think about marketing anything B2B – and you’ll find derived demand at work. Your web content should reflect that you “get” what your B2B customer is trying to do for their customers. Derived demand is defined as : demand for a B2B product is derived from the demand that your B2B customer receives from theirContinue reading “B2B Marketing: Derived Demand web content can help show that you “get” it”
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