Business-to-Business Marketing Communication Insights

 
Business to Business Marketing
 
Chapter 7
Market communication
 
Learning outcomes
 
Learning outcomes
 
Business brands
Meaning and relevance in business markets
 
brands in business-to-business markets are normally at the
corporate level so we can explain a brand as ‘comprising the
expression and stakeholder images of an organization’s identity’
(Abratt and Kleyn 2012)
 
powerful brand can 
be critical success factor in increasingly
competitive markets (Kotler and Pfoertsch 2007)
 
companies such as Cisco, GE (General Electric) and IBM
consistently feature in InterBrands top twenty global brands.
 
 
Corporate Identity
 
strategic choices
 
mission
 
vision
 
strategic intent
 
values
 
culture
 
strategy:
 
formulation &
 
implementation
 
corporate
 
expression
 
visual identity
 
brand
 
:
 
promise
 
personality
 
communication
 
brand image
 
experience
 
relationships
 
communities
 
reputation
 
dimensions
 
performance
 
products
 
innovation
 
service
 
citizenship
 
workplace
 
governance
 
Corporate Reputation
 
Corporate Brand
 
Figure 7.1 Corporate brand
 
a
dapted from Abratt and Kleyn 2012
 
 
Figure 7.2. Communication mix and customer acquisition process
 
Communication
 
objectives
 
awareness
 
interest
 
evaluation
 
trial
 
purchase
 
Potential customers
 
target segments
 
leads
 
enquiries
 
prospects
 
new customers
 
established
 
customers
 
Communication
 
Tools
 
advertising
 
PR
 
content and search  marketing
 
website
 
content marketing
 
webinars
 
tradeshows
 
online screening
 
telemarketing
 
field sales visits
 
telemarketing
 
field sales visits
 
email and mobile marketing
 
social media marketing
 
transactional and  relationship
 
sales teams
 
social media marketing
 
Adapted from Anderson & Narus 2004;
Chaffey 2014; Järvinen & Taiminen, 2015)
 
marketing
automation
software
 
crm
software
 
Source: Adapted from  Chaffey (2014); Jarvinen and Taiminen (2016)
 
Figure 7.3:
Communicati
on
automation
for customer
acquisition
 
Figure 7.4 Influence of information from different sources
 
Creating a good first (web) impression
 
(Power & Chaffey 2012)
 
Content marketing
 
Digital formats include:
 
company blogs
    
webcasts
    
podcasts
    
whitepapers
 
Accessed via:
   
company, industry, social media sites
 
Relies on:
   
key words for search visibility
 
PR and information-based material
used to signal company expertise to stakeholders
 
Advertising
Creative plan
 
Effective b2b print ads
 
rational approach should be used in creative strategy
information on performance & product quality should be included
and
presented in logical manner
symbolism and metaphors can be used for selling proposition
 
Lohtia et al 1995
 
Trade shows/exhibitions
 
Selling tasks
:
   
identification of prospects
    
gaining access to key decision makers
    
disseminating facts
    
winning orders
    
account handling
 
 
Non-selling tasks
:
  
building/maintaining company image
    
gathering competitor intelligence
    
product testing/evaluation
    
maintaining company morale
 
Bonoma 1983
 
Table 7.2 Exhibition centres worldwide by size
 
Source
: AUMA, 2018
 
Insert table 7.2 from typeset manuscript here
 
Visitor reasons for trade show attendance
 
    
Sales &
  
General
    
Marketing
 
administration
 
Design
 
Engineering    R&D
 
19.1
  
16.6
  
6.66
 
7.5
 
4.16
 
0.83
  
4.16
  
3.33
 
7.5             5.0
 
2.5
  
4.16
  
3.33
 
7.5             5.0
 
2.5
  
4.16
  
1.66
 
0.83          1.66
3.33
  
0.83
  
0.0
 
0.0
 
 0.83
 
0.0
  
0.83
  
1.66
 
4.16
 
1.66
 
0.83
  
1.66
  
0.83
 
0.0
 
3.33
 
Reasons
 
see new products/
developments
obtain product/
technical info.
try new products/
demos
see new companies
see specific company/
product
discuss specific
problems
compare products
 
 
Blythe 2002
 
 
N
e
w
 
c
u
s
t
o
m
e
r
/
p
r
o
s
p
e
c
t
 
B
u
y
i
n
g
 
p
h
a
s
e
 
need recognition
 
developing product
 
specifications
 
search and qualification
 
of suppliers
 
evaluation
 
supplier selection
 
purchase feedback
 
K
e
y
 
s
e
l
l
e
r
 
c
o
m
m
u
n
i
c
a
t
i
o
n
s
 
o
b
j
e
c
t
i
v
e
 
a
n
d
 
t
a
s
k
s
 
Communications
 
objectives
 
Task
 
generate awareness
 
prospecting
 
feature comprehension
 
opening relationship
 
qualifying prospect
 
lead generation
 
qualifying prospect
 
performance
 
presenting sales
 
comprehension
 
message
 
negotiation of terms/
 
closing sale
 
offer customisation
 
reassurance
 
account service
 
R
e
l
a
t
i
v
e
 
c
o
m
m
u
n
i
c
a
t
i
o
n
 
e
f
f
e
c
t
i
v
e
n
e
s
s
 
Advertising    Trade    Personal
 
Shows  Selling
 
Low
 
High
 
 
 
 
 
 
 
 
 
(
G
o
p
a
l
a
k
r
i
s
h
n
a
 
a
n
d
 
L
i
l
i
e
n
 
1
9
9
5
)
 
Figure 7.5
 
Relative effectiveness of business communication tools
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Explore the significance of brands in B2B markets, the role of communication strategies, and the impact on business success. Delve into integrated marketing communications, budgeting methods, and the mix of marketing elements essential for effective business communication. Gain insights into strategic decision-making in advertising, trade shows, and more to enhance business brand presence and engagement.


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  1. Business to Business Marketing Chapter 7 Market communication

  2. Learning outcomes understand nature and role of brands in business markets and impact of communication on business brands be able to explain meaning and importance of integrated marketing communications understand factors affecting composition of the communications mix in business markets;

  3. Learning outcomes be able to explain budgeting methods used for communications programmes be able to explain role of company websites, content and search marketing, advertising, public relations, sales promotion in business communications mix be able to explain strategic and tactical decisions made by managers in relation to advertising and trade shows

  4. Business brands Meaning and relevance in business markets brands in business-to-business markets are normally at the corporate level so we can explain a brand as comprising the expression and stakeholder images of an organization s identity (Abratt and Kleyn 2012) powerful brand can be critical success factor in increasingly competitive markets (Kotler and Pfoertsch 2007) companies such as Cisco, GE (General Electric) and IBM consistently feature in InterBrands top twenty global brands.

  5. Figure 7.1 Corporate brand Corporate Identity Corporate Reputation strategic choices mission vision strategic intent values culture strategy: formulation & implementation reputation dimensions performance products innovation service citizenship workplace governance corporate expression visual identity brand : promise personality communication brand image experience relationships communities Corporate Brand adapted from Abratt and Kleyn 2012

  6. Figure 7.2. Communication mix and customer acquisition process Communication objectives Potential customers target segments leads Communication Tools awareness advertising PR content and search marketing interest website enquiries content marketing webinars tradeshows prospects online screening telemarketing field sales visits evaluation new customers trial telemarketing field sales visits email and mobile marketing social media marketing established customers purchase transactional and relationship sales teams social media marketing Adapted from Anderson & Narus 2004; Chaffey 2014; J rvinen & Taiminen, 2015)

  7. Figure 7.3: Communicati on automation for customer acquisition campaign objectives and target audiences agreed marketing and sales performance analysed creative content and campaign tools decided target list built using database: contact information, login, cookies or IP addresses warm leads nurtured crm software marketing automation software qualified leads routed to sales/crm campaign executed target response monitored: campaign platform, website, email behaviour and activity prospects segmented according to activity and scoring criteria Source: Adapted from Chaffey (2014); Jarvinen and Taiminen (2016)

  8. Figure 7.4 Influence of information from different sources 9 8 7 6 5 4 3 2 1 0 colleague/friend recommendation sector specific intermediaries supplier website social media platforms via search engines via online display ads via sector specific online communities access to information influence of information source Figure 7.4 Influence of information from different sources Source: Adapted from Buyersphere (2015)

  9. Creating a good first (web) impression present website information that is easily verifiable clearly express the identity of the organization that lies behind the website highlight expert content and services relevant to customer needs signal honesty and integrity via tone of voice and about us, our philosophy and FAQs pages make it easy for site visitors to contact the organization on every page ensure that the site reflects the way that the company does business to ensure consistent online and offline experience make access and navigation easy use frequently updated, relevant and useful content to secure customer data avoid errors! (Power & Chaffey 2012)

  10. Content marketing PR and information-based material used to signal company expertise to stakeholders Digital formats include: company blogs webcasts podcasts whitepapers Accessed via: company, industry, social media sites Relies on: key words for search visibility

  11. Advertising Creative plan Effective b2b print ads rational approach should be used in creative strategy information on performance & product quality should be included and presented in logical manner symbolism and metaphors can be used for selling proposition Lohtia et al 1995

  12. Trade shows/exhibitions Selling tasks: identification of prospects gaining access to key decision makers disseminating facts winning orders account handling Non-selling tasks: building/maintaining company image gathering competitor intelligence product testing/evaluation maintaining company morale Bonoma 1983

  13. Table 7.2 Exhibition centres worldwide by size Insert table 7.2 from typeset manuscript here Source: AUMA, 2018

  14. Visitor reasons for trade show attendance Sales & Marketing General administration Design Engineering R&D Reasons 19.1 16.6 6.66 7.5 4.16 see new products/ developments obtain product/ technical info. try new products/ demos see new companies 0.83 4.16 3.33 7.5 5.0 2.5 4.16 3.33 7.5 5.0 2.5 4.16 1.66 0.83 1.66 3.33 0.83 0.0 0.0 0.83 see specific company/ product discuss specific problems compare products 0.0 0.83 1.66 4.16 1.66 0.83 1.66 0.83 0.0 3.33 Blythe 2002

  15. Figure 7.5 Relative effectiveness of business communication tools Key seller communications objective and tasks New customer/prospect Buying phase Relative communication effectiveness Communications objectives Low High Task need recognition generate awareness prospecting developing product specifications feature comprehension opening relationship qualifying prospect search and qualification of suppliers lead generation qualifying prospect evaluation performance comprehension presenting sales message supplier selection negotiation of terms/ offer customisation closing sale purchase feedback reassurance account service Advertising Trade Personal Shows Selling (Gopalakrishna and Lilien 1995)

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