How does one market a B2B product?
How does one market a B2B product? For example, if a company is manufacturing a product that is another industry's raw material, how should the company market that product so that it will become the standard raw material (of that type) for the industry it is producing its product for?
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Well, first I must ask, your product? is it virtual or physical?? Marketing is actually very easy, but physical products must be tested, or at least shown to operate.
Video is best in this niche, and you must have a strong return system in place.
Virtual products are intellectual in nature, thereby negating the "Test Drive". a soft return policy is best here. X-number of days to try it out or return it or receive the Software License.. you understand. Start off with a Linkedin, Facebook, or other social media system soft sell approach. Give your product it's own website. News articles to trades magazines, news papers, for industry headsup. Touch base with your potential clientele, via purchasing Departments via mailed brochures, or sale pages.
There is a lot of good information here. I would suggest taking all of it..
First, you have to know everything about your market, how it works, who make decisions, how they buy, what they buy and when they buy. First learn.
Most people approach things like this. They key and go out and keep poking it into lock to find one that fits. They often try to make it fit. Learn to pick locks. That start
Your question requires questions as it's a bit like saying, I am a steel manufacturer and an industry needs my product! What is the product? What is the industry? Do you want to sell it locally or globally? What are your resources at the moment? What are you lacking?
You've been given some excellent advice, but much of it has to do with tactics. I believe it is too early for tactics. It's even too early tor USPs.
You need to start at the beginning — discovery. It's only through a 360 degree discovery of your business, product, your competitors, and your marketplace do you gain the insight to make intelligent business decisions, and formulate your blueprint for success.
Through this process you'll uncover who your target audience is, where they go to get their information, where they purchase products, who your competitors are, the value of the market, governmental and market customs/norms, the physical, rational and emotional purchasing triggers, and what makes you different among other things.
Mr. Srodzinski mentioned that price can be an USP — unique selling proposition. He's correct, but selling based on price alone has always been and will continue to be fools gold because there's always going to be someone else willing to sell a product at a cheaper price.
The goal is to find the right mix of price, product performance, deliver and customer service that differentiates your company and it's product and your competitors. The only way to do that is to start at the very beginning.
Lastly, we can give you all the tactical advice in the world, but none of it, some of it, or all of it could be worthless because what works for one industry and market (country or region) may not work in your marketplace for your product.
Discover. Define. Create. Test. Broadcast. Measure. The 6 steps to closing the loop on your success.
Go to a list broker and get the mailing address and email address for the products users purchasing director and plant manager. Start with a direct mail campaign to both. Do it by geographic regions. After you get some response then start with email marketing to gain additional customers.
If there are multiple products get a catalog printed or on CD to send with orders. B2B takes time and diligence. Reply will take time to build.
B2B marketing is a specialty world -- and brand buying decisions are made by a collection of individuals in different positions. Therefore you must understand each positions pain point and market to them separately. For example, the CFO is worried about price. The Head of Quality Assurance is worried about ensuring the product meets their standards. The Head of Product Sourcing will want to understand time to market, supply chain issues, etc. etc.
But first, you need to get your brand name on their collective radar. Consider a thought-leadership strategy whereby you create a series of whitepapers on industry issues that would most concern those companies that would be purchasing from you -- perhaps it's how the raw materials are grown, the soil, the acidity levels, the safety of the crop, etc. etc. Start posting these thought leadership papers on your website AND market them around the web by getting articles placed in industry publications, being part of a webinar on a particular topic, speak at industry conferences, etc. You can also deploy a Guaranteed Lead Generation Programs to help expand your universe of content readers.
At the end of the day, B2B marketing is a lot harder than B2C marketing. The sales cycle is longer, you have to influence more decision makers, and you have to keep your brand name top of mind for a longer period of time.
Hope this helps!
Actually I want to sell poultry disinfectants (Poultry Medicines or food supplements) so have to find local distributors for that who can distribute it to the poultry farms, how can I do marketing of it. Please share your valuable suggestions.Can you guys guide me that how can I market poultry disinfectants while currently most of the distributors are importing it while we are manufacturing it in house and have quality product.Industry I'm working in is also exporting it. Please suggest
B2B industrial and technology marketing is where I have lived for over 25 years, and I can tell you it is an entirely different world than consumer...
The most effective communications channels are still advertising and PR in narrowly focused trade publications (and their electronic variations) as well as narrowly focused industry trade shows. (You need to go where they go to WORK.) Very targeted direct mail and email can also be good if you get good lists, mainly from industry publications and trade organizations. You should be building your own lists and communicating with them regularly.
The name of the game is to differentiate your company/products and stand out from the competition. Not easy, especially for things like raw materials, -- but still very doable -- and absolutely a must.