B2B Marketing : Difference Between B2B and B2C Marketing. And What Works in B2B Marketing. Presentation given by Arun Tyagi, GM, Marketing, IndiaMART at NIILM. 4 March 2011.

1. B2B
Marketing
How it is different from B2C Marketing. What works in B2B Marketing.
ARUN TYAGI
GM – Marketing, IndiaMART.com
Seminar on Service Sector: An Agenda for India’s Growth, NIILM. 04 March 2011.

2. Idea of Marketing
Ultimate objective of marketing is to generate intent to buy the product.
Reach Frequency Awareness Engagement Experience Intent

3. Marketing Communication
Everything is driven by TG. Know your TG and understand their needs/aspirations.
Product Target Audience
COMMUNICATION
Features/ Benefits
Map Pain Areas/ Needs
Aspirations
Marketing Communication is a marriage of Product’s features/benefits and
TG’s pain areas/needs/aspirations…

4. B2B Marketing
How it is different from B2C Marketing.
B2B B2C
Small/Focused Target Market Large Target Market
Features/Functional/Education Benefits/Symbolic/Appeal
Rational….mostly Emotional…mostly
Less/Selective Media Consumption Multiple Touch Points
Long Lead Time/ Multi Step Process Short Lead Time/ Single Step Process
Long Term Relationship Instantly Interesting
Create and Support Demand Drive Demand

5. B2B Marketing
What works in B2B Marketing.
- Leverage New Media
B2B Marketplaces, Social Media, SEO, Online PR, SMS, Email…
- Rely on Testimonials
B2B buyers tend to trust more if product is endorsed by industry peers.
- Collaborate with Partners
Forge co-branded alliances to maximize visibility and minimize cost.
- Make Employees Brand Ambassadors
Invest in them, share with them, give them a reason to talk about brand.
- Market as per Your TG’s Media Consumption Habits
Best media platform may not be best because your TG is not there.

6. Accolade
This PPT is acclaimed to be featured on Slideshare Homepage!

7. Thank
You.
ARUN TYAGI
GM – Marketing, IndiaMART.com
Twitter: twitter.com/aruntyagi77 LinkedIn: linkedin.com/in/aruntyagi77