Business-to-Business (B2B) marketing is often more complex compared to consumer marketing. In B2B marketing, not only are companies engaging potential customers, there are often times the need to market to the trade (mainly wholesaler, retailer, or distributor). Understanding the critical importance of successful relationships and good marketing strategies will ensure companies stay in a favourable position within the marketplace. This is only made possible if the organisation has a good understanding of business practices, the regulatory framework and internal ethic code.
General Managers, Sales & Marketing, Sales Directors/Managers, Trade Marketing Directors/Managers, Trade Operations Managers, Channel Development Managers, Channel Marketing Managers, National Sales Managers, Customer Marketing Managers, Category Development Managers and Key Account Managers.
Understanding the Market & Customers
- Have a greater appreciation and understanding of how you can more effectively market your products and services on a B2B perspective
- Develop better sales/marketing activities to maximise returns on investment
- Clearly define the difference between consumer needs and customer needs to heighten purchase decisions
- Develop powerful communication tools to support trade initiatives
- Achieve higher levels of customer commitment for your sales/marketing initiatives
- Develop simple yet effective processes that align your strategies to those of your target customers
It is important to understand the differences between the consumer and the business market. Develop appropriate segmentation strategies for these markets and engage the buying centre effectively.
Understanding Cultural Differences and Relationship Marketing
Besides the basic marketing fundamentals, it is important to establish relationship in a B2B environment. Develop understanding of different customers based on their cultural background and learn how to engage them better.
It is important to understand what forms a contract and how the law views a binding contract. In a B2B environment, different cultures may have different ways of doing business, thus it is important to ensure that your company is not put in a difficult position when things go wrong.
Understanding the basic tools of trade marketing (i.e. events, trade shows, training). Analysing Push vs. Pull strategies.
Ethical Challenges and Regulations
Understand the challenges in doing business where the law and ethics are different in a global market. Using case studies to understand the risks and develop a working framework for your organisation in such engagements.
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Dr Donald Tan
Dr Donald Tan is an independent marketing & management consultant and currently sits on the advisory panels for Gerson Lehman, Primary Global Research and the Society of Industry Leaders. Previously, Tan held senior and management positions in the hi-tech
industry for several MNCs, with responsibilities over Asia Pacific.