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Marketing and selling complex products and services to
other companies requires a different knowledge base than in the consumer realm,
yet there is little available to assist B2B marketers in Australia.
Now help is at hand.
You will find a range of resources providing you with best practice knowledge gathered
from professional and experienced sources locally and from around the world.
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Business-to-Business marketing is a highly specialised area within marketing. For
people working in industries such as: heavy industry, IT, ICT, engineering, professional
services and financial services, the knowledge and skill set required is vastly
different to what’s required in the Business-to-Consumer (B2C) field.
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Here is your link to Australia's richest source of business information. You can
gain independent, accurate, comprehensive, and up to date research on over 500
industries, including statistics, analysis and forecasts. There’s also
reports on Australia's top 2000 companies and Risk Rating Reports
on every industry. IBISWorld has all the information to help you make better
business decisions.
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View Reports |
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Business-to-Business marketing is a highly specialised area within marketing. For
people working in industries such as: heavy industry, IT, ICT, engineering, professional
services and financial services. Business-to-business or 'B2B' is used to describe
transaction of goods or services between businesses as opposed to that between businesses
and other groups. B2B can also encompass marketing activities between businesses,
and not just the final transactions that result from marketing. B2B also is used
to identify sales transactions between business (also sometimes referred to as 'Institutional
Sales'). For example a company selling photocopiers would likely be a B2B sales
organization as opposed to a B2C sales organization.
The term 'Business to Business' can also mean all transactions made in an industry
value chain 'before' the finished product is sold to the end-consumer for final
consumption.
B2B Marketing Communications is how businesses promote their products and services
to other businesses using tactics other than direct sales. The purpose of B2B marketing
communications is to support the marketer’s sales effort and improve company profitability.
B2B marketing communications tactics generally include advertising, public relations,
direct mail, trade show support, sales collateral, branding, and interactive services
such as Web design and search engine optimization. The Business Marketing Association
is the trade organization that serves
B2B marketing professionals . It was founded in 1922 and offers certification
programs, research services, conferences, industry awards and training programs.
E' or 'Electronic' Marketplaces, in 'Business to Business' context primarily refer
to large online platforms or wesbites that facilitate interaction and/or transactions
between buyers and suppliers at organisational or institutional rather than individual
levels
B2B marketer exists to service the following areas: B2B Marketing Methodologies,
Marketing and selling complex products and services to other companies, B2B marketers,
Marketing managers, B2B marketing professionals, Universities, Advertising, Industrial
marketing, Project and product management, Marketing communications, Integrated
marketing communications, Intellectual property, digital printing, production, Customer
Relationship Management, CRM.
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