Business-to-business (B2B) refers to business relations between two or more companies. In contrast to business-to-consumer (B2C) business relations, there is no direct end customer contact in this model. Business partners can be private compani...
Business-to-business (B2B) refers to business relations between two or more companies. In contrast to business-to-consumer (B2C) business relations, there is no direct end customer contact in this model. Business partners can be private companies, but also non-profit enterprises.
The aim of business-to-business marketing is to build up a basis of trust and establish loyalty in a customer company through personally tailored marketing measures. While in B2C marketing a comparatively large end customer base can often be addressed, the market in the B2B sector is smaller and relatively limited. B2B marketing measures are usually aimed at companies in a specific industry – and thus at a very select target audience. In addition, the portfolio in the B2B segment usually contains highly specialized, high-priced products that require explanation. This places high demands on B2B marketing.
Because B2B companies address other companies directly with their products or services, the ad must be tailored specifically to these companies and their needs. In B2B marketing, it is important to have technically correct and targeted information that informs potential customers about possible applications and services as well as technical details and the potential for success. More and more service companies from the B2B sector are shifting their sales activities to the digital sector. A customer-oriented digital commerce concept maps the challenges, interests and preferences of the customer online.
To make purchasing decisions online in the B2B segment, a platform tailored to the customer is required. Although B2B customers differ from B2C customers, today’s B2B decision-makers also expect an individualized shopping experience, customer support (preferably with personal contact) and price transparency, bundled on a suitable B2B commerce platform.
Personalizable elements such as agreed discounts or delivery options as well as automated repeat orders promote customer loyalty. For the company providing the service, it makes sense to use a B2B enterprise platform, which includes simultaneous data transfer by connecting a content management system (CMS) with ERP systems (such as SAP). By analyzing relevant data, it is possible to realize dynamic and individualized customer experiences, thereby raising customer loyalty and conversion rates.
Using artificial intelligence wisely in B2B marketing
In the B2B sector, the use of AI is becoming increasingly popular for target group analysis, relationship management or campaign control. Intelligent technologies offer new market opportunities and competitive advantages due to their numerous application possibilities. Using AI in B2B marketing productively calls for a comprehensive and high-quality database. On this basis, the AI is able to learn and automate processes independently. Data-driven marketing is only possible with sufficient and sound information.
Planning B2B marketing strategies with the help of AI
Big data allows AI to analyze patterns and trends, to model neural networks in hardware and software and thus to imitate human thinking. By means of machine learning, artificial intelligence trains to continuously perfect decisions and recognize what works and what doesn’t using recurring patterns. From this knowledge, AI is able to make predictions and recommendations for action and to support the B2B company in planning a marketing strategy.
Intelligent customer support to assist the B2B marketer
With the aid of AI chatbots, which take on areas of customer communication, companies can not only save time, they can also offer their customers a pleasant opportunity for interaction by addressing them specifically and through new, efficient forms of dialog. The use of artificial intelligence is therefore not only helpful when it comes to the precise capture of new target groups, but also frees up useful space that B2B marketers can use for partner management or the strategic development of new fields of business.
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