Business-to Business or B2B transactions are those that take place between businesses.

Providing products and services to other businesses for further processing, reselling or facilitating their operations is considered a B2B transaction.

B2B マーケティングは、B2C (Business-to-Consumer) マーケティングとは大きく異なります。企業が自社製品を他の企業にマーケティングして販売する場合、そのマーケティング戦略の動向は、消費者への販売戦略とはまったく異なる場合があります。

消費者市場とB2B市場の違い

通常、消費者が唯一の意思決定者である B2C 購入とは対照的に、B2B 購入はより複雑で、通常はグループ活動が伴います。さまざまな組織レベルやさまざまな分野の人々が理解できる、複数の異なるが統合されたメッセージを作成する必要があることを意味します。

購入サイクル

The buying cycle of B2B transactions can be well defined with certain strategic levels and takes time to progress. Because of the nature of the transaction, stakeholders and high financial risks involved, research and evaluation process takes up most of the purchase process and is quite substantial.

運転手

Another dynamic in B2B industries is the high risk involved in each transaction, both financially and timely.  B2B transactions often unfold by building trust, relationships and reliability. Relationship marketing is an important aspect that marketers often work on when catering to other businesses.

販売プロセス

Another challenge in B2B marketing can be referrals and lead generation.  In today’s competitive marketplace, the concept of partnership has emerged between most B2B buyers and sellers.  Business purchases take time and accountability, and hence trust can be an important part of the transaction.  Because there tends to be fewer chances of winning over a loyal customer in the B2B space companies leads and specialization can be important in B2B marketing strategy. Other challenges can exist.  Retaining buyers or clients for the long-term can be key because repeat customers tend to be highly profitable for you and your business.

情報ギャップ

In B2B marketing, information and communication play important roles in the transaction.  Sellers often spend in-depth amounts of time educating buyers about the use of their product and emphasizing the benefits for their company.

考慮事項

In B2B industries, networking, procurement programs and referral marketing are often considered to be major factors in the lead generation process.  Other factors that are considered in B2B purchases include order time, lead time, reliability, quality, flexibility, and importantly… customer service support.