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Marketing for the business market, B2B Internet Marketing, is the process that involves the marketing of goods and services among business users throughout the production and distribution chain before reaching final consumers. B2B Internet Marketing is different from industrial or mass consumption marketing. Here we show a few of the main differences:
There are fewer customers. In a given market there are generally less companies than customers, therefore B2B Internet Marketing has a smaller but more specific target.
The customers of B2B Internet Marketing services are highly skilled and more specialized. They know how to sell, how to bargain and know exactly what they need.
The products are services to be marketed are highly specific. In mass consumption markets the products are designed for a greater number of people, and generally the needs of specific individual are not met. In B2B Internet Marketing the needs are more specific and the products must be customized for each individual customer.
Intermediate products: Products that are to be traded on the business market, are intermediate goods. This means that they are in the middle of the value chain. It is important to highlight the added value that can provide the industrial product in terms of improvements in productivity, savings, technical expertise, and so on.
In order for B2B Internet Marketing to be successful, companies need to pay attention to systems of sales follow-up. For those kinds of systems to be effective, companies must consider the following elements:
Highly Skilled Technical Support. When something goes wrong with a product sold to an industry, the costs of non-responsiveness are much higher.
Allocation of adequate supplies: Companies cannot stop production for lack of parts or supplies, so the sellers must have spares ready or “available” in case of unforeseen problems.
Training: Many times it is necessary to train people in handling equipment, due to the complexity of processes, often must also take courses on proper use and maintenance of products.
Monitoring: Companies should constantly monitor their products, not just customer satisfaction but for their own internal processes to improve the quality, reliability and technological developments
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