radiussystems information

1. Business-to-business (B2B) describes commerce transactions between businesses, such as
between a manufacturer and a wholesaler, or between a wholesaler and a retailer. Contrasting
terms are business-to-consumer (B2C) and business-to-government (B2G).
The volume of B2B (Business-to-Business) transactions is much higher than the volume of B2C
transactions. [1][2][3] The primary reason for this is that in a typical supply chain there will be
many B2B transactions involving sub components or raw materials, and only one B2C
transaction, specifically sale of the finished product to the end customer. For example, an
automobile manufacturer makes several B2B transactions such as buying tires, glass for
windscreens, and rubber hoses for its vehicles. The final transaction, a finished vehicle sold to
the consumer, is a single (B2C) transaction.
B2B is also used in the context of communication and collaboration. Many businesses are now
using social media to connect with their consumers (B2C); however, they are now using similar
tools within the business so employees can connect with one another. When communication is
taking place amongst employees, this can be referred to as "B2B" communication.
[edit] Etymology
The term was originally coined to describe the electronic communications between businesses or
enterprises in order to distinguish it from the communications between businesses and consumers
("business-to-consumer"). It eventually came to be used in marketing as well, initially describing
only industrial or capital goods marketing. Today it is widely used to describe all products and
services used by enterprises. Many professional institutions and the trade publications focus
much more on B2C than B2B, although most sales and marketing personnel are in the B2B
sector.
B-TO-B MARKETING TOOLS THAT WORK FOR YOUR BUSINESS
What are the best B-to-B marketing tools for your business? Business-to-Business marketing is one of
our specialties at Lawrimore Inc. Here are some important things we've learned in over 25 years of
helping clients with B-to-B marketing tools.
First of all, consider if you are marketing mainly to local businesses or businesses nationwide, even
globally, because that has a major impact on your choice of B-to-B marketing tools. Either way, you are
going to need certain core B-to-B marketing tools, which we will discuss first, then get into the
differences between local and national marketing. (All of these tools are provided cost-effectively by
Lawrimore Inc.)
CORE B-TO-B MARKETING TOOLS

2. A good brand name communicates your business distinctively. If you have an unusual name like
Lawrimore, you can go with that. But if your name is Smith, pair it with other words that explain what
you provide, like Telephone Systems, Casualty Insurance, or Architecture.
You need a distinctive logo that you can use on all your marketing materials that will serve as a graphic
symbol of your brand. Don't settle for a cheap one because this is one of the most important symbols of
your business as a whole.
A website is essential in today's marketplace, yet surprisingly many businesses still do not have even a
basic website. Ask us about inexpensive website options, or perhaps consider the value of investing in a
search engine optimized website that will attract potential customers who are using major search tools
like Google, Yahoo or Bing.
Public relations is the most cost-effective b-to-b marketing tool for reaching large audiences. We can
assist you with getting news stories and feature articles in a wide range of media, and it costs you
nothing for the news space. Public relations has more than seven times the credibility of advertising,
according to one study, because it has the implied endorsement of the "objective" news media.
Direct mail is regaining favor as a b-to-b marketing tool because it can be highly targeted. Standard
envelopes often get trashed, but simple postcards will typically get scanned by the recipient, and "lumpy
mail" (packages with some souvenir object in them) will usually get opened. One of the best uses of
direct mail is to generate interest among potential customers in visiting your website, where they can
learn much more, and find an online contact form to let you know of their interests.
LOCAL B-TO-B MARKETING TOOLS
Newspaper advertising can be effective in building name awareness and generating some inquiries from
prospects, although it can also be expensive. Even a small ad can run several hundred dollars per
insertion. This is one B-to-B marketing tool that you can try in various forms to see what works best. In
general one ad is worthless. A series of 4 to 12 is needed to build interest and desire on the part of
potential customers.
B-to-B networking - in most communities, the Chamber of Commerce has a wide variety of events year-
round that let you meet and talk with hundreds of people, some of whom are potential customers and
some of whom may serve as referral sources. Other organizations like Business Network International
and local chapters of professional organizations provide additional opportunities to get to know lots of
people. Be prepared to pass out plenty of business cards.
Yellow pages are a mixed bag. On one hand you'd better at least have a listing or you may miss

3. opportunities. But in our own experience, the majority of people who are searching for a business
services provider in the Yellow Pages have little money and ultimately do not become profitable
customers. It all depends on the business you are in. Obviously plumbers and insurance companies get
business from the Yellow Pages because they run tons of ads in the phone book. Try it yourself and see
what works.
Radio and TV are generally not cost-effective B-to-B marketing tools. That's because the vast majority of
the audience you are paying for are not potential customers - not business owners and decision-makers.
If you do want to try broadcast advertising, consider Cable TV. It is surprisingly cost-effective and lets
you select a cluster of channels that are more likely to be viewed by business people than some others.
NATIONAL-INTERNATIONAL B-TO-B MARKETING
Trade magazines are the best national-international B-to-B marketing tools by far. There are
tens of thousands of them, and a professional marketing firm can identify dozens that serve your
target market. Full color ads are usually worth the price. Sell only one product or service per ad
and run it several times for best results. Such ads we've created for clients have generated
hundreds of thousands of dollars in sales with ads yet only cost a couple of thousand to run.
In addition, trade magazines are hungry for good PR stories. Our marketing firm can write articles and
take photographs that will be "magazine quality" and ensure good placement for your business. Some
we've created have even made the front covers of major trade publications. Such PR costs no more than
an ad but has much greater visibility and will really make your phone ring.
Search engine optimization goes far beyond a mere website, to actually drive search engine traffic to
your site. For example this page you are reading now was created after we discovered that many people
were searching for "B-to-B marketing tools" online, but few other sites offer such information. Search
engine optimization is very complicated to "win," and constantly changing, so it definitely requires
professional assistance. But given the fact that the MAJORITY of potential B-to-B buyers start their
search online, it is one of the best investments you can make.
Email newsletters are a great way to convert traffic to your website into a growing group of potential
customers. Email newsletters require someone who is a skilled writer and who has the time and interest
to produce it. Even a monthly email newsletter can be a great way to keep people informed about what
you're doing, offer helpful information, build your reputation as an expert, and keep "top of mind"
awareness for your company and its services.
If you don't have someone on staff to do this, we can do it all for you. The great thing is it costs only a
penny an email or less if you use the right software. No other medium of communication is as
inexpensive as email newsletters, and return on investment is outstanding.
Trade shows are proven winners for B-to-B marketing, especially if you have a product to sell. You'll

4. have to pay for booth space and the construction of an attractive booth, and you'll need some kind of
hand-out materials for visitors. In many industries, trade shows are highly effective for concentrating
potential buyers from across the country in one place, and many of them can visit your booth and
interact with your staff. In general you will increase attendance if you send out some kind of direct mail
or email in advance to those who have registered to attend, ideally with a special offer or lure to reward
them for visiting your booth.
To learn more about your B-to-B marketing options, use our online contact form or call our president
Buck Lawrimore at 704-332-4344. We look forward to helping you increase your sales and profits.