Internet promotion for b2b. Theoretical foundations for the formation of a complex for promoting services in the b2b market

According to Rain Group research, B2B markets are changing the way they work with customers. And those companies that are able to see and understand the key drivers of increasing sales in business markets will be able to increase the competitiveness of their products and take a leading and growing position in their industries. This article provides step by step guide for marketing in the B2B market, based on the latest global trends and taking into account the evolution of sales techniques. We will only talk about proven and most effective tools B2B marketing. At the end of the article you will find detailed marketing plan promotion of goods and services in the B2B market.

New customer service model

There is a three-step model of working with clients in the B2B market, which has proven its effectiveness in practice.

First, the company must establish a relationship with the client:

Then, the company must convince the client that it is she who - the best choice of all alternatives:

And finally, the company must show the maximum level of cooperation with the client:

How should this model be interpreted in terms of the job of a marketing manager? We offer an author's guide for marketing management in the B2B sector, taking into account all the features and specifics of the business market.

First step: establishing contact with customers

First, you should establish and polish the quality of interaction with customers. This means improving the quality of first contact with customers, developing a customer feedback management program, analyzing customer demand and key needs, and developing a plan to improve and develop the company's product.

Step Two: The Right Negotiation Arguments

Next step: work with product texts. Make the texts show that:

• your company's product The best decision among all alternatives
• your company's product demonstrates the most effective result
• cooperation with your company does not carry any risks for the client, only benefits

Third step: developing a customer support program

Finally, create a working customer retention program: able to eliminate switching to competitors, increase the frequency of use of the company's product, increase the value of the transaction with the client.

Ready checklist

A detailed and most practical checklist for b2b marketing. With it, you will not forget important moments and will be able to effectively plan your work.

The b2b market is a part of the market or economic space where activities are directed not at the average consumer, but at companies that further interact with the end consumer. His work is completely different from the standard consumer market, so the tools, the strategic direction, and the sales technique are completely different. There are practically no similar approaches.

main motivation making a purchase of something on this trading platform is the increase of capital. The object of income is the product. The client invests money by buying a product for the subsequent profit.

• The significant differences of such a market include the following indicators: On the b2b platform, the buyer and the end user are not the same person. The assets of the firm or company are used as funds for the purchase of goods. The decision to purchase goods lies with a specific person with specific interests. Decisive factors for such a person can be:

1. Individual convenience in working with the supplier;
2. Ambition of a personal nature;
3. Friendly relations;
4. Many other reasons that have nothing to do with the quality of the goods.

This is the main difference - the end consumer pays attention to the product itself, and such a person responsible for the purchase of goods is influenced by extraneous factors. To some extent, emotions take over. Photo taken from hostcomp.ru

Decision making is equally important. The more expensive the purchase of goods for the company, the more responsible people vote for the decision. That is, the interests of all participants in the process must coincide. One person can succumb to emotions or become a “victim of advertising” of a particular product, but a group of people still relies on other factors. For them, the main thing is to make a profit associated with the purchased product.

• General Methods communications. In the space of the b2b market, the main participants in the process are a sales specialist and a buyer company. It is on the skills and professionalism of the manager that the success and conduct of trade deal. Here the main thing is not advertising campaign or PR activity, namely the manager. Yes, and advertising in this case will not be appropriate, since it is troublesome and expensive to make advertising in order to attract several players-buyers in the b2b market.

Communication and work with corporate clients is more subtle, it requires high communication skills in dealing with several people representing the interests of one company. Therefore, the sales manager must be a highly qualified professional.

To attract the maximum number of customers, promotion methods were developed and implemented. Below will be detailed description the most effective channels for attracting the target audience, among which are:

• Own sales department. This department in any developing company is a key link. This channel is one of the most expensive, but very effective.
• Website creation. Having a business but not having a website is a rarity, nonsense. But here we are talking not about an online store or a standard corporate website, but about a one-page resource, the purpose of which is to persuade customers to make a purchase. The structure of a single page site is much higher than that of a classic website. But this works ideally if you trade in one group of products.

To increase conversion, the website should be supplemented with online chats and the ability to feedback. You can also post interesting cases that testify to a high level of professionalism. Also, the presence of customer reviews (videos and texts) will not hurt. On the site you need to place everything that interests a potential client.

• Event marketing is an important way to promote within the b2b market. It contributes to the proper construction of friendly and business relations between partners. Event marketing activities include:

Various exhibition events;

1. Seminars;
2. Conferences;
3. Webinars.

In this case, you can win because of low competition, and therefore, having shown yourself as well as possible, you can form a certain number of customers.
Photo taken from msk.podvijka.ru

• Availability of partners. Sales growth in any business directly depends on the development of relationships with partners. In order to acquire reliable and correct partners, it is necessary to compile a certain database, including the largest and most important of them.
• Attracting telemarketing. This direction is to communicate with customers through telephone communication. For this, special call-centers are created, where a program is written for each client - the subject of conversations. They are used to call client base and a special list of warm clients is compiled, with whom further work is done. To slightly reduce waste, you can use the services of district call centers, as they are many times cheaper than those located in metropolitan areas.
• Creation tender sites. Tendering is not an easy process. Some companies take part in tenders with great pleasure and successfully win them. But where there is a place for corruption, it is better not to participate in tender programs, as practice shows.
• Application of all types of advertising. Advertising is acceptable in the media, on radio, on television. The most important is still advertising in the print media, in the press, despite the fact that fewer and fewer people read the press. The main thing is that the printed edition should be of high quality.
• Communication with social networks. The audience of social networks is huge, and it is constantly increasing, so this must be taken into account. Each social network has a specific audience. It's about demographics. The most popular social platforms are:

1. Facebook;
2. In contact with;
3. Classmates;
4. Instagram;
5. Twitter.

Instagram is the most productive, because by posting a publication there, it can be done in other social networks.

• A new direction is E-mail marketing. This vector of progress is in the process of development, but the prospects are already noticeable today. Quality E-mails can be done using Getresponse, E-mail, Unisender, Pechkin and others. In addition to a good mailing list, it is also an excellent analytics.
• YouTube channel and other platforms. Place for posting video content. In the near future, the place of books and printed publications it is video content that will occupy, so this is a bet on the future.

As mentioned earlier, having your own website is necessary. But it often happens that using a key query, a user gets to a competitor's website. To eliminate such situations, you need to optimize the site in such a way as to become accessible and have some advantages. Pay attention to both content and structure.

Among the many promotion channels, marketers have identified the most effective:

• Content marketing. Creation of the correct information field. It could be a blog helpful tips, and communication with readers in the question-answer mode. Self-promotion doesn't hurt either.
• Email marketing. This mailing is not spam. For example, a site visitor registers by leaving his e-mail, and then he receives news about the arrival of goods, discounts, promotions, and so on from the site to his mail. Also useful and effective is the instructive information contained in e-mails. It all depends on what the company does.
• Viral advertising. A high-quality and interesting video is mounted, in which there is also advertising. Then it spreads on the network, and then it’s up to the small thing - it is rapidly spreading by people through social networks and other platforms. The main thing is that it should be something worthwhile and memorable.
• Contextual advertising product. These are announcements for a certain circle of readers and viewers, which are united by interests related to the advertised product. Contextual advertising can be of two types:

1. search engine;
2. Thematic.

• Media advertising. Advertising using video and a static image on banners. Such advertising is easy to analyze and build further plans according to the results. Placement takes place on thematic sites and portals visited by the target audience.
• SMM promotion. If a company participating in the b2b market is focused on long-term projects and goes step by step to fulfill its business objectives, then SMM promotion is an ideal option. This improves the image of the company.

Inexpensive ways to promote goods and services

Among the low-budget channels for promoting products, you can make a whole list:

1. Company mention. If there is information about the company on the Internet, you can place a link. Effective and inexpensive.
2. Take part in webinars. They are often free, and this makes it possible, without paying, to advertise your products. It will be seen by a wide audience. It is necessary to write a small but attractive program and draw up a plan of action.
3. Cross promotion. The two companies agree on mutual advertising each other. Convenient and easy way advertising, consisting in a relaxed dialogue.
4. Creating a blog. Create a blog and comment on it. This must be done with irreplaceable regularity, adhering to a pre-planned plan. If the comments are bright and memorable, then this will first draw the attention of visitors to you, and then to your company and products.
5. Take note of Google+. Create a personal account and make it interesting to draw the attention of the audience. The most interesting information on the Internet is always heard and in plain sight.
6. Live communication for the purpose of advertising. IN Lately due to the rapid development computer technology and progress in general, people for some reason forgot about the simplest thing - about live communication. In the process of communication, you can tell others about your kind of activity, offer something, advertise something unobtrusively. After all, even among strangers who are around us in everyday life, there can be many potential customers.
7. Do not bypass all kinds of competitions and conferences. There are many competitive programs for firms and enterprises. This is a great opportunity to present yourself to a large audience and show what your company is capable of.
8. Use of the social platform - twitter. It is, to some extent, an excellent marketing platform. To achieve a positive result, you need to choose the right subscribers and start active communication, making comments, while unobtrusively mentioning your company.
9. Look at marketing from a different angle. For some reason, it is commonly believed that the goal of marketing is to acquire new customers, while not remembering the old and current ones, who also need attention. The maximum benefit of marketing lies in working with the existing customer base. This has been proven by the experts of this vector.
10. Friendship with strong competitors. It is they who dictate the rules of business and have a good customer base. The reference point should be directed only to the strong. Having made friends and helping a competitor, you can count on the fact that he will definitely help you - this is the rule of business, honest business.
11. Don't forget about something as small as a hashtag. It is also effective as a billboard, only on the Internet. Now they have access to all in social networks. Come up with your own hashtag related to your company and leave it after each post.
12. Compiling a database of E-mail addresses. They are necessary for promotional mailings that help fuel interest in the site or product in question.
13. Issue a press release. Although they are no longer relevant, but for marketing sphere are still important. For just a few dollars, you can create one using the PRWeb resource. Can do without material costs, then the PRLog.org website will help you. The downside of the site is only the language - English, otherwise everything is fine. We decided to create a press release in Russian, use the B2Blogger resource.
14. Creation of a business blog. This is a platform that you can fully dedicate to your products. But the blog should not be overly advertising. After all, readers like to visit a high-quality and interesting resource, not an advertising one.

So, using free methods promotion of goods and services, you can achieve high results. The main thing is to approach this correctly and then you will achieve some results:

• get new customers;
• determine your position in the market;
• discover new ways to sell goods.

Golden rule: “Marketing should not drain the budget, empty the wallet and cost a thousand dollars. Marketing is an art, the art of getting attention and generating interest. Marketing can only take your time."

The promotion complex is a set various kinds activities to bring information about the merits of the product to potential consumers and stimulate the desire to purchase it. The role of promotion is to communicate with individuals, groups of people and organizations through direct and indirect means in order to ensure sales of the organization's products. [kotler]

The structure of the promotion complex in the b2b market has a number of differences due to the peculiarities of the b2b market. For a more complete understanding of the specifics of the b2b market, consider these features.

The essence of the b2b market is that it does not work for the end consumer, but for the company various areas and industries (public, private, commercial and non-commercial), as well as individuals buying for business purposes.

This is one of the primary differences that marketing faces in the b2b buying decision process. In the b2c (business to customer) market, personal emotions play a significant role. The reason for the purchase may be a beautiful box, a pleasant memory associated with the product or commitment to a particular brand.

The situation in the b2b market is completely different. Here the buyer is a company consisting of competent people, professionals who are distinguished by collective, purposeful activity, the result of which is the amount of profit received.

All participants in the industrial market, unlike buyers of the b2c market, are equally active in choosing counter-partners. They analyze and evaluate potential suppliers, spend significant resources on making a decision on a deal, sign agreements and contracts, etc. Here we can note the “model of industrial purchases” developed by N. Rackham, based on the work of 2 hemispheres. Rackham says it's important not so much to develop a promotional concept as it is to understand the purchasing decision process of an industrial buyer. According to the model, the right hemisphere is responsible for purchasing decisions from buyers in both markets. However, once the industrial consumer has made a purchasing decision, that decision must be justified to the buying group, which requires a return to the analysis in the left hemisphere. Thus, in the b2b market, rational motives are the basis for making a purchase.

The process of making a purchase decision in the b2c and b2b markets according to the model of N. Rackham

Thus, promotion in the b-2-b market is often less spectacular than in the b-2-c market, but this does not mean that it is less effective. However, do not forget that the persons involved in the decision to purchase, simple people devoid of emotions and a sense of humor.

The second difference is that the purchase decision is made by a group of people with different social status. It can be either the owner or employee. The motives for buying from them, although mostly rational, are still different. For the owner, this is primarily an economic benefit for the business; for an employee, personal gain, recognition and confirmation of his status can play a role.

Therefore, if in b2c companies usually the same message is promoted through different communication channels, they try to surround it with the same information message from different sides; then in the b2b sector it is necessary to deliver different messages to different decision makers (due to the group nature of industrial buying).

The third difference is more high level buyer's risk. The buyer-businessman risks much more than the buyer-man in the street. Huge sums are circulating in business, and the enterprise risks not only the money that is given for a complex product, but also future profits, and even its existence as a business structure.

The fourth difference is a smaller number of buyers. The business seller, as opposed to the consumer goods merchant, usually deals with a limited number of buyers. Since there are few consumers, very often you have to focus not on some average consumer, as in b2c marketing, but on one specific buyer. Accordingly, the entire marketing mix should be developed for each of these consumers separately: promotion in the b-2-b sphere turns out to be more personalized, and therefore more interpersonal. [L. Ivanov "Industrial Marketing"]

The fifth difference is in its way derived from the previous ones and consists in the need to establish closer cooperation between the seller and the buyer. The buyer of industrial goods and services, like no one else, wants to have long-term, permanent and trusting partnerships with their suppliers. He is not interested in "new taste". The main selection criterion is comfortable, permanent and clear conditions delivery and, most importantly, trust in the supplier. [Dmitrieva Irina Magazine Advertiser №1 2004]

All these features have a significant impact on the formation of the promotion complex. Since the transaction is logical, reliable economic indicators and analytical data based on them can become weighty arguments in favor of concluding a deal between partners. In his book Selling the Invisible, G. Beckwith, using the example of two firms, proves that buyers need evidence: facts and figures. I choose between two manufacturers, the buyer will give preference to the manufacturer who appeals with numbers, and does not unfoundedly promote the merits of his enterprise. [Beckwith G. Selling the Unseen: A Guide to modern marketing services / Harry Beckwith; Per. from English. - 5th ed. - M.: Alpina Publishers, 2009. - 224 p.]

Another important point in b2b marketing, which is especially important to pay attention to is such a classic persuasion factor as a unique selling proposition - USP. For b2b marketing, it is extremely important that the USP concept is carefully thought out, prepared and communicated to the consumer. If the buyer, when choosing a company, does not see a clear answer to the questions: “Why should I contact this particular company? How is it better than the rest of the companies on the market? ”, He will simply move on to analyzing the proposals of another company.

However, since in this term paper we are talking about the promotion of such specific products as services, one cannot ignore the main characteristics of services, which also affect the choice of means of promotion.

First, let's define the concept of "service":

According to F. Kotler, a “service” is any event or benefit that one party can offer to another and which leads to the satisfaction of a need, but does not lead to the possession of anything.

Tykotsky wrote that a “service” is a product of labor, identical in nature to material goods.

According to GOST, a “service” is, first of all, the result of the interaction between the contractor and the consumer.

From this follow the main characteristics of the service:

• · Intangibility. Services are intangible: they cannot be seen, tasted, heard or smelled until they are purchased. The buyer is forced to simply take the word of the seller.
• · Perishability. Services may not be stored for further sale or use. The reason many physicians charge fees for non-attendance patients is that the value of the service existed at the time of the patient's non-attendance. With a stable demand for services, their fragility does not cause serious problems, but if the demand is subject to fluctuations, then service providers face certain difficulties.
• · Inseparable from the source. Services are provided and consumed simultaneously, i.e. can only be provided upon receipt of an order. A service is inseparable from its source, be it a person or a machine, while a product exists in material form regardless of the presence or absence of its source.
• · Quality inconsistency. The quality of services can vary significantly, depending on when, by whom and under what conditions they were provided. In the process of providing a service, there are many important role the human factor plays: often the quality depends not only on the professionalism and experience of the performer, but also on his physical condition and mood at the time of the service. Service buyers are often aware of this variation in quality and seek advice from other buyers when choosing a service provider.
• · No owner/owner. The consumer of the service, as a rule, uses it for a limited amount of time. . Unlike tangible goods, services are not owned by anyone. In most cases, the provided service cannot be used for too long a period of time. Ultimately, it either becomes obsolete or becomes irrelevant. Any performance, football match, vacation at sea on a package tour ends sooner or later.

Thus, the impossibility of using accurate, rational parameters of the service causes a problem in the development of promotional materials. The complex of service promotion should focus not only on stimulating demand, but also on making services more tangible and letting the consumer evaluate their quality. Customers in both markets experience anxiety when faced with services, due to the inability to see the result before purchasing the service. In this case, you should operate with the company's image, its reputation, customer reviews, etc. Well established trademark in the eyes of buyers is a certain guarantee of the quality of the services provided.

Thus, when forming a promotion complex, it must be remembered that the b2b service sector does not work for the end consumer, but for companies operating in a particular area, so the decision on the need for a particular service is extremely rarely taken alone. As a rule, a large group of people is involved in this, so the marketer needs to take into account the interests of the organization, people with the authority to make decisions, and competing companies. In the business market, one of the main goals of any enterprise is to show how the service will help corporate clients increase revenue or reduce costs. Of great importance here is PR, the company's reputation as a reliable supplier, but personal sales play an even more important role.

1.2 Features of using b2b market promotion tools

Despite the complexity of promoting the service sector in the b2b market, you can increase sales if you use a variety of activities for this, each of which is designed to solve its own problems. To promote the company on the market, it is necessary to carry out brand management, image advertising that increases the company's recognition in the market, use personal sales, remote sales. High effect also ensures the participation of the company in various exhibitions, specialized events, forums, seminars.

Let's take a closer look at the tools of the promotion complex. Promotion tools used in industrial marketing the same as in marketing for consumers According to Golubkov E.P. The promotion package includes:

• personal (personal) sales - verbal presentation of goods during a conversation with one or more potential buyers in order to make a sale;
• PR (public relations) - non-personal sales promotion for a product, service, social movement through the dissemination of commercially important information about them in the media;
• sales promotion - a variety of short-term incentives aimed at encouraging the purchase or sale of a product or service;
• · advertising - any paid form of non-personal presentation and promotion of ideas, goods and services on behalf of a known sponsor.

Lester Wunderman introduced the concept of "direct marketing" in 1967 while working with brands such as American Express and Columbia Records.

Direct marketing is marketing based on the direct impact on customers through various means of communication and communication in order to sell goods and services and maintain a customer base. Direct marketing is based on the fact that the client contacts the representative of goods and services.

However, do not forget that the effectiveness of these funds directly depends on the type of market. So in the consumer market, as a rule, the main efforts and means of promotion are spent on advertising and only then on promotion, personal selling and PR. Another situation in the industrial market. Here, thanks to the presence a large number specialized professional publications, and especially thanks to the development of the Internet, customers are well informed about a product or service, its main characteristics and additional features. Again, if the buyer does not feel the need for the product industrial value, it is almost impossible to convince him to buy a product. Under these conditions, the role of the image (reputation) of the company, information about it in publications increases. specialized press and in particular the opinions of others corporate clients. It is no secret that many firms, before making a large purchase of durable goods, conduct a kind of industrial intelligence (the so-called monitoring of suppliers). That is why the main focus is on branding, PR and personal selling, and only then advertising and sales promotion.

Table 1 presents data on the perception of information from the proposed communication sources, based on the analysis of promotion channels and the convertibility of potential customers coming from these sources to the company's profit.

Figure 1. The share of promotion channels in the formation of an integrated marketing communications strategy in the b2b market

Increasing customer loyalty in the field of B2B should be carried out through direct- marketing activities, as well as a system of discounts and optimization of conditions. Moreover, the content of mailings should not be exclusively informational and commercial in nature. Congratulatory letters have a more effective impact on the formation of a positive opinion about the outsourcing company.

Thus, it should be concluded that the promotion of B2B services is a set of measures aimed at creating a positive image of the company, which plays a key role when deciding on the choice of a subcontractor. personal selling in the chain of promotion channels are the most effective and close the circle of marketing activities, as they are in the nature of the final actions to work with a potential client. When choosing any marketing activity, one should be guided by the strategic direction of the company's development. All promotion channels must be coordinated and be links in the chain of a single strategy for the formation of integrated marketing communications.

In order for the B2B service sector to be represented in the business community at a truly worthy level, it is necessary to use integrated marketing and advertising campaigns combining both traditional methods and Internet technologies.

You can buy everything online - from matches to an island in the ocean. But is it worth it to go into online sales to b2b companies? How realistic is it to sell metal products or CNC machines through the site?

The difference between b2b and b2c markets

How to sell a car? Watching who.

A human client needs to sit in the car. See what's under the hood. Consult with your wife. Hear about the favorable price and quality of service.

It is important for the buyer-organization to find out about the terms of leasing and the cost of depreciation. Understand the nuances of the contract and the conditions for further cooperation. They probably won't even look at the car.

The difference between b2b and b2c markets is enormous. And in the speed of decision-making, and in the amount of the transaction, and in the role of emotions. The decision to choose a tractor is made rationally and for a long time. About buying pizza - quickly and emotionally. If you arrange a battle between a marketer working with everyday goods and a marketer promoting financial consulting, it will stretch over several days. We have collected in a table some of the differences related to sales via the Internet.

The specifics of the markets are obvious, but when it comes to the Internet, questions arise. How to understand what this person wants to buy milling machine? Can a pizza consumer be our target audience with the characteristics of “top manager, 30-50 years old, working in production”? How do business users behave online? Therefore, sometimes Internet promotion in the business market is used intuitively. And the tools that show results in the b2c market do not work.

The main mistakes in Internet marketing in the b2b market

Wrong goal setting

The success of trading in consumer goods is in reducing transaction costs. An online store pays off by saving on renting a trading floor and paying sellers. In the network, it is important to reduce the cost of attracting an application.

It would be a mistake to set such a goal when selling b2b goods or services through the site. The salesperson's role in dealing with business customers goes beyond invoicing. When selling complex goods and services, it is required to demonstrate competence in professional field. The client needs to be convinced that the product solves precisely his professional tasks. Therefore, the goal on the b2b site may be to get a warm contact (after downloading the price list or demo version) and access to direct communication.

Why is it important to set the right goal? In b2b, there can be 3 applications per month, but each one is a million. Therefore, if you get carried away by reducing the costs of attracting an application, you can lose 3 million. Of course, you need to understand the maximum allowable cost of an action on your site.

Overlay offline segmentation on online users

The basis for offline segmentation can be the volume of consumption of goods, industry, frequency of calls, etc. The buyer of the machine can be a person of a certain age and position. To the top manager of the plant you go with one commercial offer, "Ipeshnik" send another.

It is not always possible to track socio-demographic characteristics online. The volume of consumption of goods on request is also not understandable - the manager of a construction corporation and the “IP” will enter the same request “milling machine” or “accounting program”. Therefore, it is better to segment online users based on additional criteria, at the intersection of online and offline characteristics.

Why is it important to segment? To show each audience the offer they need, increasing traffic conversion and thereby increasing the cost effectiveness of online marketing.

Measure the result with b2c market metrics

It is hardly enough to measure only the volume of traffic or conversion to requests. On the b2b market, the sale is long, multi-stage, which means that the result must be measured accordingly.

Set up deep analytics, build a long funnel and track results taking into account the characteristics of the purchase. Without losing a client after phone call.

For example, in the b2c market, one of the performance indicators is ROI (the ratio of the amount of profit to the amount of investment). For b2b, this metric will not be indicative - it is difficult to take into account all the costs for six months that went into making the deal go through. Much more valuable for understanding the effectiveness will be the conversion rate from calls to deals.

Why is it important to choose the right metrics? To understand which channels, in which period, brought you more targeted visitors. And invest in effective ones.

How to "set up" the Internet marketing system in a b2b company

Surely you are working on promoting goods / services on the Internet. You know which channels are effective. But sometimes it's good to "clean up" and check how well everything works. And can the scores be improved? By the way, one of the first rules systems approach to Internet marketing is to regularly audit indicators and adjust, based on the data received, not only tactics, but also a promotion strategy.

Let's go over the main points that are good to track regularly.

Adequacy of the goals of promotion on the Internet

the company's global business goals;

product features;

Selected tools.

The global goals for a b2b company on the Internet are likely to be focused in the area of ​​information, positioning and building trust. Online sales will be the second level goal.

At the level of product goals, the adequacy of the way your product is consumed is important. For example, when choosing rolled metal, a consumer monitors the Internet and sends requests to several companies for a mini-tender. This means that the target for rolled metal may be getting into the first selection list. What is needed for this? A simple and understandable application form with the ability to attach a tender request, a quick response to the request and getting contacts for further communication.

An example of an application that allows you to quickly get into a mini-tender:

Goals and metrics in the context of tools are determined depending on life stage site development. For example, at the initial stage of the promotion, there is no data on the quality of traffic sources. It is difficult to predict which channel will bring quality visitors. Therefore, goals can be set in terms of traffic volumes. After analytical period goals should be revisited.

If you already know the average cost of an application, you can move on to more complex metrics. For example, leasing company may set a goal "to ensure the n-th number of applications, not exceeding a certain percentage in the total amount of executed leasing contracts."

Segmentation by online criteria

There can be many types of segmentation in the network, for example:

• by stage life cycle client (potential, current, departed);
• by type of consumption (through tenders, wholesale, works with companies from the state register, etc.);
• by type of requests (multi-component low-frequency, branded, general);
• by behavior on the network or on the site (for example, those who viewed a certain set of pages and downloaded the price list);
• by interests (pizza, economics, design);
• by client CID (user attribute based on the browser used).

Segmentation, which takes into account your knowledge of offline customers with an attempt to model their behavior on the network, gives the greatest effect.

Unfortunately, the volume of applications from a site in the b2b market is usually small, so it takes time to accumulate statistics on the quality of the segments (which segments give higher quality applications). However, it is important to determine the value of each segment (what is the volume of customers and the average check) and estimate the volume of demand (for example, by the frequency of requests).

In the future, segmentation will not only allow you to effectively work with each segment. But to complete the most important task is to expand exactly the segment that brings the greatest profit, find an audience with similar characteristics on the network and show it your offer. It is the search for new customers and reaching new audiences that is the most difficult and demanded task for b2b.

All applications are "qualified"

Often potential client"lost" at the stage of a telephone call. The goal of Internet promotion has been formally achieved - the client was taken to a personal conversation, an appointment was made. What happens to him afterwards is often unknown.

However, how to evaluate the effectiveness of working with the Internet if we do not know what quality of the audience we bring to the sales department? An order for rolled metal can be for 20,000 or 20,000,000 rubles. Who do we need more?

Promotion of goods and services in the B2B sector is fundamentally different from promotion in B2C. And this is not about search promotion, but about building a whole marketing chain.

Let's imagine a consumer of B2C goods, let's say they are theater tickets.

A potential client decided to buy theater tickets. He makes a request in a search engine, sees ads and sites promoted to the TOP using SEO. He clicks on them, analyzes the correspondence of the issue: are there any tickets, then makes a choice according to his criteria.

For example

• Price
• Class
• concrete theater
• Delivery or pickup

The decision in this case will be made very quickly. For example, after running contextual advertising Calls will begin to arrive in half an hour.

Now let's imagine a typical B2B product sales chain.

Take, for example, a woodworking machine.

A potential client was thinking about purchasing an expensive machine to expand production. So far, one machine can cope, but with an increase in the number of customers and at peak loads, the company begins to feel a shortage of equipment. Here the sales chain will not be as fast, so we will introduce the concept of customer temperature. Since the potential buyer is at the very beginning of the decision-making journey, then on a 10-point scale, he will have a temperature of, say, 2.

He needs a machine, but his absence in this moment is not critical.

Large funds are needed to purchase new equipment, so the client begins to monitor prices and consider different options. This may take a long time.

Let's say he's moved into the warm client stage: 7 out of 10 on a 10-point scale.

We allocate important characteristics potential purchase:

• Budget
• Product characteristics
• Customer Reviews
• Guarantee
• Maintenance costs
• Equipment reliability
• Delivery time

So, our potential buyer opens a search engine, monitors suppliers, studies information. Since the product is technically complex, it is impossible to explore all the options in half an hour.

B2B products and services usually don't have as fast a response after launching an ad, typically two weeks or more. Therefore, when developing a marketing chain, it is necessary to take into account the possibility of returning a client to the site for the sale of machine tools again and again, it is necessary that in the process of studying materials your resource is always nearby.

The B2B sales chain is roughly as follows:

• First contact
• Need Research
• Meeting
• Commercial offer
• Supply contract
• Meeting
• Sale

And this means that your site should not sell a product on the first visit, it should sell the first contact (consultation) or meeting. This is a very important point. Many advertisers make the mistake of emphasizing the “order” or “add to cart” buttons when selling expensive machines. It's not motivating at all. potential buyer. And it's not just about the buttons, but also about the content of the site itself.

Build the right marketing chains and get the right sales!