B2B marketing plan: 3 recommendations to keep in mind so that your client can find you and become interested in your off
Posted: Wed Dec 04, 2024 5:57 am
In B2B markets it is increasingly difficult to stand out for product attributes, so how can we generate value for our customers? The question has an easy answer although the solution is certainly complex, we give you some clues.
B2B marketing plan: 3 recommendations to keep in mind so that your client can find you and become interested in your offer
Have you got your B2B marketing plan well planned ? Companies that manufacture and sell industrial products or capital goods operate in environments saturated with supply and a large number of competitors on a national and international scale.
In these markets, it is becoming increasingly difficult to highlight the qualities of their products against competitors who can provide similar technical solutions. Therefore, in industrial companies, as well as in service companies, it is increasingly difficult to find objective competitive advantages based on the attributes of the product or service, because when faced with such a wide range of offers, the B2B buyer may have difficulties (technical and time-related) in deciphering all the information to which they have access and being able to make the decision that best suits their interests.
Therefore, if it is increasingly difficult to stand out for the attributes of our products , how can we generate value for our customers?
A first step would be to redefine the company's proposal in your B2B marketing plan and incorporate attributes and intangibles that provide added value to the customer. And this is one of the keys to the matter: putting the customer at the centre of the debate.
To make this task easier, Aeroplano recommends addressing the following three questions and answering them in your B2B marketing plan to make it easier for your client to find you and become interested in your offer:
Do we sell products or do we sell solutions?
Who is our ideal client profile?
What should our corporate website communicate?
1. Do we sell products or do we sell solutions?The B2B customer has gone from demanding products to demanding solutions .
The product plays an increasingly less important role; what interests them is a response to a specific problem . Because everyone has a problem or a need, but many do not know how to deal with it. They need suppliers who understand their sector, who demonstrate experience and knowledge, and who offer customized solutions. In short, they need companies that help them meet their needs and not so much a specific product.
And these solutions can incorporate services that generate additional income, such as technical assistance, maintenance and operation services, machinery rental services, etc., but they can also be intangible attributes that do not generate direct income but that help position the brand and its product portfolio, increase the ratio of won opportunities and operate with a higher commercial margin.
When a company talks about its products, it looks inward, it talks about itself and its activity. However, when a company talks about needs and solutions, it puts the customer at the centre of the debate.
This makes it much easier to generate empathy because the client feels reflected . When we orient our value proposition towards solutions, we think about the sector in which the client operates, we put our experience at their service, we offer them information so they can make decisions, in short, we accompany them in the purchasing process as a partner, generating trust.
2. Who is our ideal customer list of angola consumer email profile?
A quality product or service is only one of the important pillars of a B2B company 's value proposition . This proposition must go a step further and offer a differential value to the customer that can be based on the speed of delivery, technical service, know-how, personalized attention, etc.
But before designing the value proposition, we must consider our interlocutor . Who are we going to convey it to? The analysis of the value proposition and our target customer must go hand in hand, because we should adapt our value proposition to each customer segment.
Both the offices of an industrial company and a hospital may require a recurring cleaning service, but obviously their requirements are not the same. Defining our target customer and what their needs are is vital to being able to design a competitive offer.
However, it is not only a matter of identifying the customer segments we are targeting, but also of drawing up a detailed map of each of the verticals to find those customer profiles that can generate the most value for us .
Each customer segment can be broken down into multiple subsectors and, most likely, for all of them we do not have the most appropriate offer nor do we have attributes that help us differentiate ourselves from the competition, either because we do not have an adequate product, due to a lack of knowledge of their needs, due to price level, or because they are simply less profitable for us.
Defining precisely which customer segments interest us and what the ideal characteristics are within each of them can help us concentrate our marketing and sales efforts on generating business opportunities that generate greater profitability or that we are able to close more easily.
B2B marketing plan: 3 recommendations to keep in mind so that your client can find you and become interested in your offer
Have you got your B2B marketing plan well planned ? Companies that manufacture and sell industrial products or capital goods operate in environments saturated with supply and a large number of competitors on a national and international scale.
In these markets, it is becoming increasingly difficult to highlight the qualities of their products against competitors who can provide similar technical solutions. Therefore, in industrial companies, as well as in service companies, it is increasingly difficult to find objective competitive advantages based on the attributes of the product or service, because when faced with such a wide range of offers, the B2B buyer may have difficulties (technical and time-related) in deciphering all the information to which they have access and being able to make the decision that best suits their interests.
Therefore, if it is increasingly difficult to stand out for the attributes of our products , how can we generate value for our customers?
A first step would be to redefine the company's proposal in your B2B marketing plan and incorporate attributes and intangibles that provide added value to the customer. And this is one of the keys to the matter: putting the customer at the centre of the debate.
To make this task easier, Aeroplano recommends addressing the following three questions and answering them in your B2B marketing plan to make it easier for your client to find you and become interested in your offer:
Do we sell products or do we sell solutions?
Who is our ideal client profile?
What should our corporate website communicate?
1. Do we sell products or do we sell solutions?The B2B customer has gone from demanding products to demanding solutions .
The product plays an increasingly less important role; what interests them is a response to a specific problem . Because everyone has a problem or a need, but many do not know how to deal with it. They need suppliers who understand their sector, who demonstrate experience and knowledge, and who offer customized solutions. In short, they need companies that help them meet their needs and not so much a specific product.
And these solutions can incorporate services that generate additional income, such as technical assistance, maintenance and operation services, machinery rental services, etc., but they can also be intangible attributes that do not generate direct income but that help position the brand and its product portfolio, increase the ratio of won opportunities and operate with a higher commercial margin.
When a company talks about its products, it looks inward, it talks about itself and its activity. However, when a company talks about needs and solutions, it puts the customer at the centre of the debate.
This makes it much easier to generate empathy because the client feels reflected . When we orient our value proposition towards solutions, we think about the sector in which the client operates, we put our experience at their service, we offer them information so they can make decisions, in short, we accompany them in the purchasing process as a partner, generating trust.
2. Who is our ideal customer list of angola consumer email profile?
A quality product or service is only one of the important pillars of a B2B company 's value proposition . This proposition must go a step further and offer a differential value to the customer that can be based on the speed of delivery, technical service, know-how, personalized attention, etc.
But before designing the value proposition, we must consider our interlocutor . Who are we going to convey it to? The analysis of the value proposition and our target customer must go hand in hand, because we should adapt our value proposition to each customer segment.
Both the offices of an industrial company and a hospital may require a recurring cleaning service, but obviously their requirements are not the same. Defining our target customer and what their needs are is vital to being able to design a competitive offer.
However, it is not only a matter of identifying the customer segments we are targeting, but also of drawing up a detailed map of each of the verticals to find those customer profiles that can generate the most value for us .
Each customer segment can be broken down into multiple subsectors and, most likely, for all of them we do not have the most appropriate offer nor do we have attributes that help us differentiate ourselves from the competition, either because we do not have an adequate product, due to a lack of knowledge of their needs, due to price level, or because they are simply less profitable for us.
Defining precisely which customer segments interest us and what the ideal characteristics are within each of them can help us concentrate our marketing and sales efforts on generating business opportunities that generate greater profitability or that we are able to close more easily.