Several studies have shown that business-to-business buyers are more demanding. They have a responsibility to make the right decision when purchasing on behalf of their companies. They take less risks and therefore need quality to be absolutely right. They have the expertise to recognise a bad offering when they see one. They are used to getting what they want. They are often paying more than they would as a consumer and therefore expect more in return. They are likely to regard themselves as interacting with the product or service supplied to them, rather than playing the role of passive recipient.
This is clear that a B2B marketer should meet the target audience’s needs; B2B marketer therefore raise the game to ensure that the product, services and intangibles meet and exceed customers’ requirements.
Business-to-Business buyers are more predictable than their consumer counterparts. This means that good quality market intelligence and close attention to our target markets’ needs place us in a strong position to meet the needs of the market.
Basic Questions a B2B Marketer should always think before making B2B marketing strategies are:
- What are the reasons for past sales losses?
- What makes your company different?
- What motivates the customer?
If we are able to analyse the above 3 basic questions then as a B2B marketer, we can succeed to create a brand image and increase sales