In our Indian scenario, Business to Business (B2B) A type of commerce transaction that exists between businesses, such as those involving a manufacturer and wholesaler, or a wholesaler and a retailer. Business to business refers to business that is conducted between companies, rather than between a company and individual consumers. This is in contrast to business to consumer (B2C) and business to government (B2G). A typical supply chain involves multiple business to business transactions, as companies purchase components and other raw materials for use in its manufacturing processes. The finished product can then be sold to individuals via business to consumer transactions. The reality is that while most B2B companies produce content, they lack either a structured approach and productive collaboration with the sales team to create something meaningful and with purpose. In this blog article, I’ll share some reasons why it’s important for marketing to collaborate with sales to provide the high-quality content help that the sales teams need.
The friction generally stems from a misalignment in terms of goals. So, what are the primary goals of marrketing and sales enablement for B2B companies ?
The main reasons are :-
- Generating the qualified leads that translate into qualified opportunites and won deals.
- Creating and delivering the sales tools that help sales team to advance deals through to close.
B2B sales or content management professionals worldwide said that content was very important to the effectiveness of sales representatives. There are many types of sales content that could be beneficial during the sales proces including eBooks, white papers, videos, webinars, case studies, research, presentations, assessments, calculators, links to other content, blog articles, etc. This type of sale is likely to be larger than a business-to-consumer sale, since the company may purchase your product for multiple sites or employees, and tends to be more financially driven, since the buyer must justify the purchase to other members of the organization. E-commerce actually helps flatten the playing field between large and small businesses. In fact, many customers would rather do business with a small company rather than a large one because the customer service is more personal and interactive.
By addressing the B2B sector in addition to the B2C, you have contact to another new target group which enables you to pursue new sales opportunities. A good way to attract these customers is by using a B2B shop with a public catalog, and attract even more visitors through search engines to the online store. By using advanced cross-selling and up-selling of related or additionally useful products, you can expand the obtained revenues even farther. Customers in B2B commerce are more loyal than customers from B2C sector. Since business customers are committed to you as the supplier longer through contracts and individual agreements. What does this mean for you? Lower acquisition costs and long-lasting customer relations. You can also strengthen customer loyalty further by offering services and products that are customer-oriented.
A B2B e-commerce solution must have the ability to grow. The good thing is that you have the ability to sell in your local region and far beyond. More customers from different regions means that your business and your revenues can continue to grow. B2B shops also need to be attractively designed and intuitive to use. For company oriented online stores, the design will definitely have a more serious and professional design, yet a personal approach is increasingly important. After all, your business customers are used to a certain standard from their private lives as consumers.