What is marketing?
« Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large. »
American Marketing Association
Catherine Reffet - B2B Marketing
What is B2B?
« Business to business (or B2B) refers to businesses
that market products or services to other businesses. »
American Marketing Association
B to C : Business to Consumer
B to B : Business to Business Products
C to C : Consumer to Consumer Services
H to H : Human to Human
Catherine Reffet - B2B Marketing
The 4 dimensions of Services
Intangibility:
INPUT cannot be materialized
OUTPUT
Inseparability: Heterogeneity:
simultaneous quality is
Service
production not constant
and consumption
Perissivity:
cannot be stocked
nor restituted
Catherine Reffet - B2B Marketing
Some specific B2B markets
« B2B marketing is the marketing of products or services to
companies, government bodies, institutions and other organizations
that use them to produce their own products or services or sell them
to other B2B customers. »
Wim G.Biemans
B to B to C: Business to Business to Consumer
B to B to E: Business to Business to Employees
B to B to U: Business to Business to Use
B to B to A: Business to Administration
Catherine Reffet - B2B Marketing
Positioning of B2B marketing
Catherine Reffet - B2B Marketing © The McGraw-Hill Companies, 2010
Main characteristics of the B2B market
Strong technological dimension
BtoB market
International
Few actors
vocation
Catherine Reffet - B2B Marketing
B to B: a more complex product / service, in general
Often requires assistance (installation, maintenance,
repairs), or additional products or services
A longer product life cycle
Catherine Reffet - B2B Marketing
3 types of B2B markets
Mass market B2B: a large number of clients
Recurrent B2B, aka Industrial BtoB: a
continuous relationship between the supplier
and the client, with the development of
customized products / services
Project B2B or business B2B: a non -
continous relationship between the supplier
and the client
Catherine Reffet - B2B Marketing
Comparison of the 3 types of BtoB markets
Mass market Recurrent
Project BtoB
BtoB BtoB
Number of
clients
Importance of
Internet
Duration of
negociation
Number of
persons
involved
Source :Ph. Maraval & Ch. Bénaroya
Catherine Reffet - B2B Marketing
What is industrial marketing?
Provide goods or services to other businesses or
organizations that uses them directly or indirectly to
produce other goods or service
= B2B marketing
Derived demand: is a consequence of the demand of
other goods or services
INPUT Value OUTPUT
Added
Catherine Reffet - B2B Marketing
The concept of Industry
The product industry: from a raw material (wood, steel,
energy,…) follow all the steps from production to consumption
Example: The steel industry
The demand industry: aims at the satisfaction of a need for
the final consumer. Starts from the need of the final user to the
start of the process. The demand industry includes the product
industry. It is more efficient in terms of industrial strategy.
Example: The health industry
The demand industry includes some product industries
Catherine Reffet - B2B Marketing
The concept of Industry
Catherine Reffet - B2B Marketing Source : strategicmanagementinsight.com
Economic sectors
Are determined according to one single
activity, generally in one single country
Examples: pharmaceutical industry,
transports, food industry, banking
Horizontal vision -> not global
Catherine Reffet - B2B Marketing
- Marketing Reading: Digital Marketing
Other articles:
The Elements of Value, Harvard Business Review
Catherine Reffet - B2B Marketing
Catherine Reffet - B2B Marketing
B2B networks
Catherine Reffet - B2B Marketing Source: Roger bass on LinkedIn
One major difference
BtoB BtoC
CUSTOMER CONSUMERS
Catherine Reffet - B2B Marketing
The 7 steps of the selling process
Catherine Reffet - B2B Marketing Source: Pinterest
Sales techniques in B2B
Pricing techniques in B2B
Alternatives in B2B
Customer Satisfaction is the utmost priority
Customer is King
Customer value perspective
B2B business : Customer activity circle
How to create value?
Value Network & partnerships
Catherine Reffet - B2B Marketing
What is C.R.M? Customer Relationship Management
« A discipline in marketing combining database and computer
technology with customer service and marketing communications.
Customer relationship management (or CRM) seeks to create more
meaningful one-on-one communications with the customer by
applying customer data (demographic, industry, buying history,
etc.) to every communications vehicle. At the simplest level, this
would include personalizing e-mail or other communications with
customer names. At a more complex level, CRM enables a
company to produce a consistent, personalized marketing
communication whether the customer sees an ad, visits a Web site,
or calls customer service. »
American Marketing Association
Catherine Reffet - B2B Marketing
About Customer Relationship Management
Catherine Reffet - B2B Marketing
The use of C.R.M in B2B
- Sales Managers: Manage the relationship through Customer
knowledge
- Marketing Managers: Manage the communication / Sell
C.R.M is an essential TOOL to create value out of BIG DATA
Key criteria for B2B businesses:
- number fo clients
- resources: time and budget
Catherine Reffet - B2B Marketing
Around C.R.M activity
Building the relevant C.R.M
From C.R.M to Customer Management Experience
Don’t spam, target well!!!
Catherine Reffet - B2B Marketing
C.R.M Legal aspects
General Data
Protection Regulation
Source: abondance.com
Source: abondance.com
Catherine Reffet - B2B Marketing
C.R.M & Permission Marketing
Source: conversationagent.typepad.com/
Catherine Reffet - B2B Marketing
Inbound Marketing
Catherine Reffet - B2B Marketing
B2B business : Marketing slowly comes in
- All the company’s departments interact in the decision
process
- Sales and marketing depend from each other and have
a real partner relationship
- Marketing is less developed than for BtoC and often
learns from it
- Digital transformation still lacks behind for most BtoB
companies
Catherine Reffet - B2B Marketing
B2B: a limited number of potential customers
-> Direct selling is predominant and technical aspects &
service are often important
-> Customer Relationship is essential : direct contact with
the sales force
-> Strong impact on Sales Management
-> Market research is carried out on all customers /
sampling is not recommended - the salesforce is in first
line to collect customers feedbacks and insights
-> Risk of an excessive dependence clients / suppliers
(quality, delivery, innovation, maintenance,
customization)
Catherine Reffet - B2B Marketing
B2B: Purchasing process
- Long-term relationships : trust / loyalty are key
- The purchasing process is complex
- No spontaneous purchase : often a very long
process, carefully planned and influenced by many
actors
- Customer and supplier need each other
- Tender is a common practice
Catherine Reffet - B2B Marketing
