B2B MARKETING

Semester V

By Mansi Gaur 1
UNIT I- FUNDAMENTALS OF B2B
MARKETING

Understand what is Marketing

4P’s of Marketing

Understanding B2C and B2B Marketing

Difference between B2B and B2C

Features and Importance of B2B Marketing

Changing trends in B2B marketing

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 B2B MARKETING-DEFINITIONS
 Kotler from 1991: “Marketing is a social and managerial process by which individuals and groups
obtain what they want and need through creating, offering and exchanging products of value with
others.
 Marketing is the process of planning and executing the conception, pricing, promotion, and
distribution (4 Ps) of ideas, goods and services to create exchanges (with customers) that satisfy
individual and organizational objectives.
 Webster and wind define’ Organizational buying as the decision making process by which formal
organizations establish the need for purchased products and services and identify ,evaluate and
choose among alternative brands and suppliers.’
 Business Markets: consists of all organizations that acquire goods and services used in the production
of other products or services that are sold, rented or supplied to other for business.”
 B2B Marketing is the process of planning and executing strategies and campaigns that position your
brand in the chosen category(ies) with the businesses most likely to buy, and then creates demand for
a well-aligned sales force.
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 Any company that sells to other companies. B2B can take many forms:
software-as-a-service (SaaS) subscriptions, security solutions, tools,
accessories, office supplies, you name it. Many organizations fall under both
the B2B and B2C umbrellas.
 B2B marketing campaigns are aimed at any individual(s) with control or
influence on purchasing decisions.
 B2B Marketing or Business-to-Business Marketing are the strategies
and processes involved in marketing and distributing a product or
service to another company or organization, happening in a B2B
market.“
 What distinguishes business marketing from consumer-goods marketing is
the intended use of the product and the intended consumer.

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Here are a few examples of B2B companies:

• A coworking space that leases office spaces to remote teams and

freelancers (like WeWork)

• An on-demand order fulfillment, warehousing, and screen printing

service (like Printful)

• A marketing software company that sells social media management

tools, lead generation software, and other marketing tools to
businesses and organizations (like HubSpot!)
• GE, Oracle, Honeywell…

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EVOLUTION OF B2B

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CONVERSION CHAIN

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DIFFERENCE BETWEEN B2B AND B2C

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 KEY FEATURES AND DIFFERENTIATIONS

• Fewer Buyers’
• Larger Buyers
• Close supplier-customer relationship
• Geographically concentrated buyers
• Derived demand
• Inelastic demand
• Fluctuating demand
• Professional Purchasing
• Multiple sales calls
• Direct Purchasing
• Reciprocity
• Leasing By Mansi Gaur 10
 IMPORTANCE OF B2B

• The purpose of B2B marketing is to make other businesses familiar with your brand name, the value of your
product or service, and convert them into customers.

• With new customers, one can get a greater range of sales which leads to more income for the business. 

• Adaptation:B2B marketing makes it easier for the company to adapt quickly for any changes the world
or economy will bring in the future. 

• Control: A good plan can change everything. Better control of everything leads to optimization of
spendings and resources. 

• Competitiveness :

• International marketing: The Internet is everything if someone wants information about something. It
offers the possibility to open your business to other markets and countries. 
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• Widened Distribution Span:B2 B’s marketing stategy enables businesses to stretch their reach and bring more
customers under its jurisdiction. They don’t have to restrict themselves from venturing out to the corners of
the world. Using the internet, they can reach all kinds of customers without any issue.

• Reduced Cost of Products and Services:B2B strategy requires businesses to get to know the interests and
needs of the client they are going to target. This increases the investment volume to a large extent. In
addition, businesses must know their local suppliers and their customers. For this, interviews or surveys can be
conducted.

• Zero-Cost Marketing Techniques: Advertising now has moved beyond television and newspapers. With the
help of the internet, you can target your audience worldwide. This is the age of innovation and creativity, so
you need to make sure that the content is catchy. Advertising on social media platforms is the entire game.

• Creates Space for Innovation: With e-commerce, businesses can market their products or services in a wide
variety of ways. It further allows them to maintain a stable and sound market image. Virtual banking,
online shopping, online business transactions, etc., all get eased up due to e-commerce.

• Lower Operating Cost: Initially, the operating costs are way too high. Using new technologies, advertising,
product or service expansion, etc., require vast amounts of investments to be made. In the short run, it may be
expensive, but the benefits that the businesses get in the long haul outweigh the costs.
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 MARKETING MIX-B2B
• Marketing mix helps to determine the unique selling points (USPs) of a brand. Marketing mix goes a long
way in determining how an organization's products and services are different from the competitors.

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 MARKET PHILOSOPHY & CULTURE

• Marketing concept/culture/Market oriented approach

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TYPES OF PRODUCTS

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1.Entering goods and services – These are products and services that become part of other
products. We are referring to raw materials, component parts and materials. Examples of
this type of B2B product include steering wheels for an automobile, lumber or metallic ores,
formed parts or electronic products like integrated circuits. From the accounting
perspective, entering goods and services are usually expensed rather than capitalized.

2.Foundation goods and services – These are products that are used to make other
products. This includes installations and accessory equipment. The former are items like
offices and buildings and the latter are machine tools. In contrast to entering goods and
services, foundation goods do not become part of the end product. While the majority of
them are capital items, some foundation goods can also be expensed.

3.Facilitating goods and services – These are products and services that help an
organization achieve its objectives. In other words, they assist and support. Facilitating
goods also do not enter the product or even the production process. Generally speaking,
facilitating goods and services are expensed rather than capitalized. Examples include
market research services, cleaning supplies and copiers. Facilitating goods can be divided
into supplies and business services.
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