MARKETING RESEARCH AND ANALYTICS

Submitted to :
Mrs.Pavithra
Assistant Proffessor
SAIT
Submitted by:
Sahana G J
(1ST21BA014)
B2B MARKETING
 BUSINESS TO BUSINESS MARKETING

• Definition
“Business Marketing is the practice of individuals, or organisations, including commerical businesses,
governments and institutions, facilitating the sale of their products services to other companies or organisations that in
turn resell them, use them as compnents in products or services they offer, or use them to support their operations”.

• Business to business marketing. Its any marketing strategy or content used by one business to target and sell to
another business. For instance, companies that sell services, products, Saas to other companies or organisations
typically use B2B market.

• A form of transaction between businesses, such as one involving a manufacturer and wholesaler, or a wholesaler and
a retailer.
 NATURE OF BUSINESS TO BUSINESS MARKET RESEARCH

Functions of
marketing Integrated effort
managaement

Inter Disciplinary
System Approach
Process

Indispensable for the new product Introduction

FUNCTIONS OF MARKETING MANAGEMENT
Indsutrial marketing research operations help the marketing

executives to keep abreast with the environmental changes by

providing right information on dynamic environment to

facilitate decision-making. The marketing environment consists

of customers, competitors, suppliers, appropriate marketing mix.

• Integrated effort
A teamwork or group effort is needed for carrying out

marketing research activities in any organisation. Research

objectives are set by planning executives and data requirement

for the accomplishment of these objectives are determined by data

analyst.
SYSTEM APPROACH

Industrial marketing research involves a number of activities, viz, collection, recording, tabulating, analysing and
interpretation of information. Each of these activities is performed by some experts who are supervised by marketing
management executives.

Inter-Disciplinary process
Marketing researcher collects vast amount of information from various discipline,viz, economics, sociology, psychology
etc., and uses various statistical and mathematical techniques to process this information. Psychological and sociological
information is used to study industrial buyer behaviour.

Indispensable for new product introduction

Before introducing a new industrial product or technology the industrial market research is used to find out suitable
avenues and place of the industrial products.
RESEARCH PROCESS IN B2B MARKETS
 TYPES OF B2B MARKETING RESEARCH

• Brand research
It is how you are perceived in the marketplace and where your opportunites lie. Use this information to
differentiate your and strengthen your brand.

• Client research
Discover what your clients and prospects want how you can deliver it. Use this information to adjust your
marketing message, services and operations to meet the changing needs of the marketplace.

• Market research
Find out who your true competitors are, what services you should be offering and what opporuntites you can take
advantages of.
CLIENT SATISFACTION RESEARCH
Answer the question, “how happy are your clients with your work and service.

CLIENT JOURNEY RESEARCH

Map out the path people take to find, learn to trust and buy your products service. Use this information to reduce
friction in the buying process, improve you closing rate and raising your service standards.

CLIENT PERSONA RESEARCH

who are the people that buy your services or influence those who make the final decision? What message do they
need to hear? Persona research will identify and profile them so your marketing and sales can be more persuasive.