Promotional Methods
B2B marketers use industry or trade publications, trade shows, private events, and social media to generate awareness about their products and services.
LEARNING OBJECTIVES
Differentiate between the promotional methods and tools used in B2B versus B2C marketing
KEY TAKEAWAYS
Key Points
- Business marketers generally avoid mass market broadcasts, preferring instead communication channels aimed at specific industries and business audiences.
- B2B marketing promotional methods differ from B2C brands due to the specific needs and variables comprising the industrial business market.
- Social media is fast becoming a promotional tool used to position B2B brands in the digital sphere.
Key Terms
- white paper: A factual write-up of something, specifically devoid of the appearance of marketing.
Promotional Methods
Promotional methods in business-to-business (B2B) marketing differ from those of business-to- consumer (B2C) brands due to the specific needs and variables comprising the industrial business market. Since B2B customers are other companies and organizations, B2B brands avoid mass market broadcasts. Likewise, they generally use communication channels aimed at specific industries and business audiences. B2B companies also ensure their brands are represented at industry events where potential customers meet B2B sellers. Extensive research and budget analysis are conducted to determine if specific promotional elements will achieve short-term or long-term marketing goals and contribute to the financial performance of the organization.
Trade Show Exhibitors: B2B companies usually conduct research and assess budgetary requirements before taking part in trade shows.
Promotional Tools Used in the B2B Marketing Mix
B2B businesses use promotional methods unique to the industrial business market. For instance, marketers and sales professionals use white papers and product brochures to educate prospects and customers about products or services. These publications are also placed in industry and trade media to produce favorable publicity. If done strategically, media placement enforces messaging behind specific marketing activities across multiple communication channels.
In addition to trade shows and public conferences, seminars and workshops may also be held for potential and existing customers. Relationship building is a key aspect in B2B marketing, as brand loyalty and commitment tend to be higher among business customers compared to consumers. Hosting these seminars creates an aura of exclusivity and presents an intimate forum where individuals from B2B organizations can voice concerns, submit feedback, and view product demonstrations.
Social media is fast becoming a promotional tool used to position B2B brands in the digital sphere. Although B2B organizations tend to be more cautious than B2C brands in using social media, more and more B2B companies are using sites such as Facebook and LinkedIn to connect to customers. Moreover, B2B organizations also use social media for internal communications to increase collaboration and productivity among workers. Internal and external communications via social media can also work concurrently, as employees often share information on events, product releases, and industry developments with other colleagues.