Managing

Relationships
in B2B Sales
Prepared by: Nour Helou and Zeina El
Hasan
19.10.2020
Preview:
 What is B2B?
 What is CRM?
 What is the importance of CRM?
 What is the difference between B2C and B2B CRM?
 How to implement CRM?
 How to effectively manage relationships in B2B sales?
 What is B2B?

 Business-to-business (B2B) describes a

relationship, situation, or marketplace between

one business entity and another. A B2B company is

one sells to other businesses.

Example: Zoom
Recognizing the blurring line between B2B and B2C, Zoom has
become a trailblazer in using B2C tactics, highlighting that the
business user and the personal user are one in the same.
 Customer Relationship Management

 Customer relationship management (CRM) is a

strategy to learn more about customers' needs and

behaviors in order to develop stronger

relationships with them.

 What is the importance of CRM?
 Improves Customer Service.
 Increase in Sales.
 Retain More Customers.
 Better Analytics.
 Higher Efficiency.
 Better knowledge sharing.
 More transparency.
Unilever case study on CRM
Unilever uses CRM to gather real-
time customer insights across all
channels and to front one-off
customer data collection campaigns
Difference between B2B CRM and B2C
CRM:

Lead Data Lead Lead

Management Segmentation Prioritization

Cross Sell / Marketing

Analytics
Upsell Automation
LEAD DATA MANAGEMENT
LEAD SEGMENTATION
LEAD PRIORITIZATION
CROSS SELL / UPSELL
MARKETING AUTOMATION
ANALYTICS
 How to Implement CRM?
The implementation of CRM solution is best treated as a six-
stage process:

1. Collect information. 4. Analyze customer behavior.

2. Store information. 5. Market more effectively.

3. Access information. 6. Enhance customer experience.

How to effectively manage relationships
in B2B:
HIGHLIGHTS

 All relationships are about  Monitor each customer’s level of

communication and trust. success.
 Use your CRM to learn about  Remember that your customers are
customer needs. companies.
 Provide the right type of content.  Collect feedback regularly.
Wrap Up
References
• Nacach, J. (2018, August 16). Case Study: How 5 B2B Companies Use a CRM to
Increase Revenue by 839%. Retrieved from Bloominari:
https://www.bloominari.com/blog/case-study-how-b2b-companies-use-crm-to-increase-r
evenue
• Selvaraj, D. (2017). B2C vs B2B. LeadSquared.
• Sirk, C. (2019, March 18). What Is CRM? Definition & Beginner’s Guide to CRM.
Retrieved from CRM: https://crm.org/crmland/what-is-a-crm
• Weber, A. (2019, February 26). What Is B2B Sales? Definition, Process, and Techniques.
Retrieved from Outreach:
https://www.outreach.io/blog/what-is-b2b-sales-definition-process-and-techniques
• Wiggett, M. (2020, February 19). Tips to Analyse B2B Relationship Management.
Retrieved from Intelligent People:
https://www.intelligentpeople.co.uk/advice/tips-to-analyse-b2b-relationship-management
/
Thank you
QUESTIONS?