B2B

Marketing
Today

Diksha Sachan
2018MBA007
 Name – Diksha Sachan
Roll No – 2018MBA007

Report on B2B Setting Today

B2B seems to be falling behind when it comes to the longevity
of customer relationships - Nick Hague(Head of growthB2B
International - a gyro company)

Summary
With the changing era, B2B marketing is losing its efficiency in maintaining customer
relationships in long term. It’s often said to be the poor relation to B2C when it comes about
creativity and involvement.

Every brand today needs to be highly promoted in industry in B2B and B2C environment.
According to a global customer research it is found that B2B customer-experience index
ratings significantly lag to those of retail customers. B2C companies typically score in the 65
to 85 percent range, while B2B companies’ average is less than 50 percent. This gap
becomes even more apparent as B2B customer expectations rise. The customer loyalty is
increasing in B2B but at a very slower rate and it differs from country to country (Asia and
South America scores 60 whereas countries like Belgium and France has a single figure NPS.

Digitalization and the rising use of smartphones are setting new standards for fast, seamless
customer service in all settings. Real-time responsiveness and easy-to-use apps for daily
banking chores or ordering groceries are setting a high bar for speed and ease of doing
business in B2C industries, and these expectations are migrating to B2B.

It is necessary for B2B industry to give end to end customer experience other than mails,
calls and website only. B2B needs to establish this art to stay connected to its customers as
B2C. It might be difficult in some companies where they lack in investments to provide good
quality service to their customers. This results in unsatisfied customers and therefore poor
customer loyalty. Example Amazon – we can say that it’s the best example when it comes
about delivering in terms of convenience (and price) to see why expectations are changing
among customers.

Customer is a king and there is a necessity to solve their problems in minute of time and it’s
more expected because of technology which is emerging very fast these days.

B2B Marketing Is Changing, And WeCan’t Longer Afford ToBe

Boring. (Forbes Article - Katie Jansen)

It is said that B2B environment is not very interesting as B2C. The world is changing so as the
work culture and workforce (Millennials). It is important to make marketing environment
with a better sense of connecting and fun. The generation which we are heading up with is
 Name – Diksha Sachan
Roll No – 2018MBA007

now differently nurtured, they believe more in sharing details online, casual dresses, little
informal office set up etc.

The market is all about experiential marketing especially in B2B scenario. It requires more of
demo experience. The growing use of technology has made its customer to indulge more in
apps, websites, events, campaigns. Customers are so rational that they tend to see reviews
before they may believe in any product or service. In B2B, testimonials play a very vital role.
According to Forbes everyday an individual receives around 4000 to 10000 messages.
Though most millennials are to be found online on multichannel. It is said that one-size-fits-
all marketing fits no one which means we need to identify the customer preferences and
needs to fulfil their demand. And, once a customer feels connected many rivalries come to
snatch them, but fair game is fair. Like Mail Chimp; they catered their fake name
competitors so well by launching an advertisement campaign.

In B2B it is not an individual’s perception that matters but it is the whole team and decision
makers who need to be influenced. According to Google, B2B companies are significantly
more emotionally connected to their channel partners and service providers than
consumers. So if they are connected to both then it’s an amazing part of the business
environment. B2B business can also have stories to share among people which are other
than just the facts and information and can make more successful future just like the way
B2C is catering today.