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What Works in B2B Marketing. Difference Between B2B and B2C Marketing.

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.

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What Works in B2B Marketing. Difference Between B2B and B2C Marketing.

  1. 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. 2. Idea of Marketing Ultimate objective of marketing is to generate intent to buy the product.
  3. 3. Marketing Communication Everything is driven by TG. Know your TG and understand their needs/aspirations. COMMUNICATION Features/ Benefits Pain Areas/ Needs Aspirations Map Marketing Communication is a marriage of Product’s features/benefits and TG’s pain areas/needs/aspirations… Product Target Audience
  4. 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. 5. B2B Marketing What works in B2B Marketing. <ul><li>Leverage New Media </li></ul><ul><ul><li>B2B Marketplaces, Social Media, SEO, Online PR, SMS, Email… </li></ul></ul><ul><li>Rely on Testimonials </li></ul><ul><ul><li>B2B buyers tend to trust more if product is endorsed by industry peers . </li></ul></ul><ul><li>Collaborate with Partners </li></ul><ul><ul><li>Forge co-branded alliances to maximize visibility and minimize cost. </li></ul></ul><ul><li>Make Employees Brand Ambassadors </li></ul><ul><li>Invest in them, share with them, give them a reason to talk about brand. </li></ul><ul><li>Market as per Your TG’s Media Consumption Habits </li></ul><ul><ul><ul><li>Best media platform may not be best because your TG is not there. </li></ul></ul></ul>
  6. 6. Accolade This PPT got a privilege to be featured on Slideshare Homepage!
  7. 7. Thank You. ARUN TYAGI GM – Marketing, IndiaMART.com Twitter: twitter.com/aruntyagi77 LinkedIn: linkedin.com/in/aruntyagi77

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