[China Glass Network] Very early on, everyone was discussing the marketing differences between B2B and B2C and the impact of the brand. Then the brand and marketing will bring those thoughts to the practitioners. With the above questions, the reporter interviewed the Adreach-related B2B marketing experts, and the experts will also unveil the mystery of B2B marketing.
Even practitioners with many years of experience may not be able to distinguish the marketing essence of B2B and B2C, but intuitively believe that one is marketing aimed at enterprise users, and the other is marketing aimed at ordinary consumers, but in fact This is a marketing phenomenon, B2C is a brand building process, and B2B has already crossed this step, giving users an intuitive use and feedback experience.
In fact, B2B's brand strategy is based on B2C, that is, most of the audience has experienced the B2C stage experience of product brand and product value. As the target audience is more clear, the advantage of B2B over B2C is that it saves a lot of branding. Therefore, in B2B marketing, in fact, manufacturers have no need to make too much remarks about the brand and service details of the products. From the form and method of marketing, it can directly reach the underlying needs of users. On the contrary, too many descriptions of the brand and service details of some products tend to have some opposite effects.
For B2B vendors, the focus of online marketing should be on the advantages of products or services and the matching of products and services to user needs, such as how to help users reduce costs and improve efficiency, because this is It is the target audience that cares more.
If a B2B company thinks that users are concerned that your brand is bigger than the product itself, and adopts such a promotion idea, then you are wrong, because the customer is not concerned about the product itself or the product brand, they are interested in your How products and product combinations can help them solve practical problems. The promotion of a large number of unhelpful brand images directly overwhelm the needs of potential users' direct solutions.
In the field of B2B marketing, when super-large enterprises use brand strategy as a marketing tool, you must pay attention to it: effective segmentation of the target audience is very important, useful information for most investors, for potential Users may not be suitable, so for vendors like HP, Dell, IBM, Cisco, which have very diverse products and services, your potential target audience tends to value different industry values ​​because they are in different industry sectors. , a communication strategy that you think is effective is not suitable for all potential audiences in the industry.
Moreover, B2B audiences in various industries often have different purchasing needs and motives due to different industry characteristics, and the purchasing perspectives are different. Therefore, as the pioneer of domestic B2B marketing, Adreach Company timely subdivided the domestic B2B audience industry segment and gradually developed B2B marketing methods suitable for different industry sectors to help different vendors adopt different marketing strategies. When a vendor decides to adopt a marketing strategy, it is necessary to understand who will pass the useful information to whom. Because we have analyzed before, the procurement process of the B2B audience is multi-person participation, and the complex interaction of multiple decision-making factors. The results include B2B in-house brand marketing, direct external marketing to target audiences, and interactive marketing of channels and customers. Therefore, manufacturers are also required to adopt a three-dimensional marketing strategy to deal with. Through the above-mentioned coping strategies, marketing costs can be greatly reduced, and marketing effects can be significantly improved.
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