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.
Regardless of what you are selling, in whatever industry, your client must differentiate themselves from their competition. Only they can truly tell you what makes them different from the guy across the street.
That should be the core and focus of their marketing.
1. Attend trade shows 2. Exhibit at trade shows 3. Speak at trade show/conferences 4. write guest articles for trade press 5. advertise in trade press
6. participate in LinkedIn Group discussions for your target industries
Marketing is marketing no matter the product or segment, B2B or B2C. It's about having a product or service with USPs. "Same as" does not wash and will only fail unless lucky.
So firsly you need to make sure and understand your USPs. Can be Price, Performance, Delivery, Service. Anything you like. But it must be a USP. And it must be something that the potential customer also values. You need to be sure that the product delivers on that promise. Then develop the collateral that explains to the customer why your product is great and all about the USPs. Next look at how you are going to get the word out. Now you know what the word is. Prepare Websites, PPTs, conferences etc etc.
As to how to approach your potentials. I suggest you get a target of a few mid-tier potential customers. As it sounds like a repeat biz, not insignificant element of their production, they are unlikely to choose you based on them finding you. You need to find them. Work the proposition with them. Make sure you are on target in what you say. And refine refine refine the messaging.
After this you can think of brand development etc. But you need the foothold before you think of any of that.
Good luck and a firm step at a time!
Professional associations are a very good start. If the end user is a chemical engineer, I would look for professional associations for them. I would attend their local, regional and/or national meetings to learn more about what are the key terms for them. I would network through Linked In, as Dave says, but also through the associations - not everyone is on LinkedIn and manufacturing can be a very off-line market. You will find some presence of these professional industries on LinkedIn.
What are your sales channels - direct, distributors, representatives? That will impact your efforts greatly.
Lake Group Media performs b2b campaigns for our clients continually. We help them blend postal, phone and email data so they can deliver their message to the correct contact within a manufacturing environment. I'd be happy to help you pull together a campaign that falls within your budget.
Faisal, I understand that you have a challenge before you. I work for an ingredient supply company to the manufacturing industry doing all of the marketing for the company, so I understand the situation that you're in.
I'm a strong believer in the power of Inbound Marketing-- using free education to teach your customer about what you use and why it should "be the industry standard". You can provide articles, eBooks, how-tos, and advice that actually pertains to their industry or their customer's industry. That way you're becoming a valuable asset and in a less obvious way, showing the value of your product for people that are actually interested rather than interrupting them using ads and trying to avidly convince them how good you are. There is value in transparency and just "being yourself" through your marketing. I've found that to be much more successful and have more ROI than things like publications and ads-- I think these are somewhat outdated methods, though you can give them a try.
As your company grows, trade shows will become more and more important, though they are quite an investment. Good luck!
Industry publications and the local chamber of commerce would be my first stops.
If you wanted to go digital, you'd go for something like Linkedin ads where you can target traffic from specific roles in specific industries.