b2b marketing trends 2016
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Ecommerce definition and types of ecommerce
Ecommerce can be broken into: B2B, B2C
B2B (Business-to-Business) B2C (Business-to-Consumer)Companies doing
business with each other such as manufacturers selling to distributors and wholesalers selling to retailers. Pricing is based on quantity of order and is often negotiable.
Businesses selling to the general public typically through catalogs utilizing shopping cart software. By dollar volume, B2B takes the prize, however B2C is really what the average Joe has in mind with regards to ecommerce as a whole.
Difference between B2B & B2C
B2B Buyers B2C Buyers
B2B buyers are more focused on the logic of the product
There is no personal emotion involved in the purchasing decision of a B2B buyer
B2B buyers focus on how your product or service saves their time, money and resources.
B2C buyers are more focused on the benefits of the product
B2C buyer's decision is more emotional
B2C buyers will focus on the result and benefits that your product or service will bring to them.
B2B Purchase B2C Purchase
It usually includes multi-step buying process that needs more than one person to decide on the purchase
It requires long time to get
executed.
It usually includes short and simple purchasing process
It takes few days to get executed.
Purchasing process
Sales process
B2B Sales B2C Sales It requires
consultative selling, that is based on understanding a client's needs and developing a relationship of trust.
It includes a process that is direct to the consumer or involves a retailer.
Importance of Brand
B2B Market B2C Market
In this type of marketing brand will help you to be considered and recognized
In this type of marketing brand is created through personal relationships and consultative selling.
In this type of marketing brand will encourage the customer to buy, remain loyal and potentially pay a higher price
In this type of marketing brand is created through advertising and social media.
The things that will matter the most for B2B marketers in 2016
Predictive analytics
"2016 will be the year when organisations finally put their money where their mouth is and turn predictive analytics from a theoretical nice-to-have, into something that can drive real prospect and customer engagement." Chris Benedetto, Pegasystems
Recruitment and up-skilling
Rick Schultz senior VP of marketing at Alteryx makes the point plainly: “Every single role in marketing now needs analytical skills. Not everyone needs to be a data specialist – but they have to have the ability to think analytically about data in a way that allows them to test and measure ideas.”
Marketing automation
Paul Houston , director of Cognition , says: “MA isn’t just limited to email. Your social media activity can be integrated into your campaigns. For example, by engaging with the right audience on social media in a helpful manner, you can expand your audience and capture a consistent flow of qualified leads for automated follow up.”
The Multi-channel customer
Henning Ogberg, Senior VP, EMEA at SugarCRM , concludes: “What customers really want is to be able to switch between channels seamlessly while continuing a single conversation or transaction with a business. If they’re not able to do this, marketers risk facing a disgruntled customer.”
Events and tradeshows
Some old techniques are making a comeback (for most companies they never got old). In any relationship-driven business, in-person interactions act as the best marketing technique since there is no substitute to it.
Social media
The highly interactive nature of social networks allows you to build strong customer relations and provide frequent product updates. Since membership is generally free, social networks are a cost-effective way of engaging customers.
Blogs
Blogs are powerful marketing tools for establishing yourself as an expert and promoting your goods or services. Your expertise and passion will earn your customers' trust.
Email marketing
Sending sales and newsletters to your customers creates awareness of new products, promotions and updates.
Telephone marketing
Preparation is the key to successful telephone marketing. Sending your customers promotional materials or discount coupons before making your call gives them time to familiarize themselves with your service or product.
Video marketing
70% of marketers are now using online video.
A video on a B2B landing page can increase conversion by 80% .
46% of B2B buyers will purchase a product or service after viewing video content
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