Why B-to-B Marketers Do Not Innovate More - Essay Example

Marketing - Best Practice Articles Report Marketing - Best Practice Articles Report Introduction This is a report done on theorganisation and marketing of B-to-B companies. The aim is to link what is learnt in class with what happens on the ground. The structure brings a comprehensible flow of the objectives of the report. Article Themes Why B-to-B Marketers do not innovate more: A Scientific Explanation B-to-B marketers play it safe at the expense of innovation. They prefer to operate on familiar grounds because of the fear of the unknown, despite knowing that the methods they hold on to do not meet desired margins. However, trying a new strategy increases profits more often than not. Four Tips for Stronger, More Effective B-to-B SEO B-to-B marketers can improve in effectiveness if they appropriately use the SEO tool. The four tips given include: Understanding the target customers Expand the terms used in searches Work together with the IT department to lessen technical hitches Work with popular social media to widen the market scoop Leveraging Millennial’ in your B-to-B Social Media Marketing Plan The millennial are individuals between the ages of 18 and 33. They form the informed generation. They can move with ease on the changes in technology. Therefore, they better understand the social market. However, they should not be allowed to lead because they lack the qualifications needed. B-to-B Marketing Must Focus on 1:1 Companies, just like people, promote their friends. Therefore, B-to-B marketers need to create relationships with their customers to make sales. They should also treat each client as unique individuals so that they can satisfy their needs. How Personal Emotions Focus B-to-B Purchases B-to-B marketers should focus on making a personal impression rather than a business impression to customers because despite the efforts put in promoting a product, people buy out of their emotional needs more than logic. The Business Benefit of Digital Listening It is easier for companies to manage the feedback of their clients when there is a standardized method of gathering such information. However, the response should be spontaneous because a uniform approach makes the response less effective. From the C-suite: B-to-B sales Strategies that Work...Really Well Advertisement should be designed with the target customers in mind. Otherwise, it will be ineffective. However, the best way of obtaining and keeping customers is by building trust. The Role of the Articles in Understanding B-to-B Marketing Course The articles give a brief summary of the B-to-B market as well as business. They tackle the mistakes that the business makes in trying to increase sales. The internal setback would be choosing conservative methods. Businesses should be at the front in innovation, especially since the nature of the operations is dynamic. They should also popularise their brand, taking full advantage of the SEO tools. The business course teaches how to deal with customers because they will determine whether a business makes profits or not. The topic on organisation buyer behaviour reflects on the various articles. An example is the article on ‘How Personal Emotions Feed B-to-B Purchases’. It teaches on what one should focus on when they try to make sales. The articles describe how businesses can expand their market opportunities; a topic that is vital in the course. The online site navigates online shoppers and when properly used it can increase sales. The younger generation who are more acquainted to the social media can be excellent instruments in attracting a wider market. Still on the customers, there are lessons on how to create dialogue with them. The articles promote the focus on customers than on products. They promote a 1:1 approach where customers’ needs are not generalised. Each customer receives customised services that relate to their specific needs. The topic on communication through various mediums is echoed in the article on digital listening. The article encourages employees to be spontaneous in their response to clients rather than rely on bureaucracies. Building Long-term Customer Relationships in Business Markets Relationships are built on trust (Temporal, 2005). If businesses wish to retain customer loyalty, they should strive to establishing confidence with their customers. Clients reveal private information to B-to-B businesses since there is an opportunity created to reveal certain information so that they can trade with them. B-to-B businesses receive a list of clients or competitors from their clients. Such information should not only be treated with discretion but trust as well. Clients should feel secure when conducting business. When confidence is established, customers will keep on coming for the services. Customers should be treated with respect as well. Respect means that they should be given priority. Their problems should come first and not the objective of the company. B-to-B companies can establish the name of their brand by being productive to their customers. They should ensure that their services benefit the customers. The customer’s view about the business is elevated. Clients should feel that the business has the solutions to their problems. When customers feel cared for, they will always choose the business’ products above others. As one of the article states, people purchase from the people they like. When B-to-B takes customers’ problems to a personal level, treating each as unique, thus each customer feels valued. The approach is also more effective in tackling problems. With such trend, a long and trusting relationship forms between the two. Feedback about this Learning Experience The learning experience puts things in a practical perspective. It is different from the class experience, which feels theoretical. However, the articles are lessons from people who are in the field. They are opinions from people who have vast experiences on B-to-B businesses. They reveal the true nature of what happens on the ground. The articles bring the course topics to life. They are a reflection of what is learned in class, and they are better put. They confirm what is given on textbooks by explaining how it all comes together. In class, learning entails the behaviour of buyers while the articles teach why this is so. There is a persuasion behind each article because of the authenticity of each voice. They are not articles written by anybody. They are not just general opinions. They are the facts on what is happening in the business world. They all give one the urge to want to learn more as they broaden understanding. One is able look at a topic from different perspectives. Advertisement is costly as learned in class but important to any business. The articles teach that in every aspect of a business it is important to focus on the customers, including during advertisement. SEO are tools that make a company known. However, without a strategy, they are ineffective. The latter is clearly put in the articles. From the articles, the class notes cease to be instruments to pass exams and one learns to take the lessons more seriously since it is what one will deal with after graduation. The articles have made one to sharpen their knowledge so that they can be better placed at their future jobs. Reference Temporal, P. (2005). B2B branding–A guide to successful business-to-business brands. Singapore: International Enterprise. Read More