BNET Business Dictionary
Business Definition for: B2B Marketing
- the planning, promotion, and distribution of goods or services for use by businesses rather than individual consumers
- marketing activities aimed at buyers for organizations rather than domestic consumers
Additional Resources
- Why Your B2B Marketing is So Lousy
- Ever wonder why most B2B marketing is so gawd-awful? The reason: most B2B marketeers wrongly believe that B2B products in the 21st century should be marketed the way that consumer products were marketed in the 20th century. Unfortunately, what made Coke and Nike successful doesn't work today, especially not with...
- Blog posts 2009-06-25
- The Seven Myths of B2B Marketing
- One more post on this subject and then I'm moving on to more practical topics. I've gotten a lot of comments from my so-called "bashing" of Marketing, so rather than answering them individually, here is a list of the seven most common misconceptions about B2B Marketing: ...
- Blog posts 2008-01-04
- Whiteboard Video: The B2B Marketing Challenge
- Whiteboard Video: The B2B Marketing ChallengeBasic, but the start of good strategyOne thing to add to this is the addition of the audience framework for communicating within this funnel.At our agency, Schermer Kuehl, we organize by a process we've named Streamlined Messaging. By Streamlining, you can organize the first part...
- Discussion threads 2007-04-24
- The Seven Myths of B2B Marketing
- The Seven Myths of B2B MarketingWhy Bash?Simple. Because unless somebody points out that most Marketing is the proverbial naked emperor, bad Marketing practices will continue forever. That's the problem with having a corporate function that congenitally avoids quantitative measurement that's tied to their own activities. The...
- Discussion threads 2008-01-04
- B2B Marketing Essentials
- B2B marketing is a different breed altogether from traditional marketing. The target is an intelligent customer who is sophisticated and who doesn't do impulse purchase. The best promotion that works well in a B2B scenario is either referral selling or reference accounts. In fact, a web link to a case...
- White papers 2009-03-06
- Making B2B Marketing Work
- Interviews with business-to-business (B2B) marketing executives reveal that the marketing organization is ineffective when it is siloed, tactical, and not accountable for results that tie to meaningful metrics. As one marketer said, "Marketing has a credibility problem. . . Marketers like to spend a lot of money, and they don't...
- Research reports 2005-04-13
- The B2B Marketing Challenge
- The B2B Marketing ChallengeWhy ?These videos are missing the mark, in my opinion. The concept is outstanding. So just what is my problem with them? 1) WaY tOO MAny FoCUs ShifTS aT A TIme! I understand the technique is to make it more "active" and "MTV-ish" but the reality is,...
- Discussion threads 2007-10-29
- Why Marketing Won't Listen
- Travis Van's "Catching Flack" blog post Bad Marketing Follows Bad Sales blames Sales for not doing a good enough job communicating with Marketing about the nature of the customer base and the characteristics of a qualified lead. While I understand his point, with all due respect, the problem isn't...
- Blog posts 2007-07-18
- B2B brand management: Brian Sweeney reveals some exclusive research from the Chartered Institute of Marketing's Canon of Knowledge team which suggests B2B brands should deliver a clearer brand message. (Brand Papers)
- Branding is so well established in consumer marketing that we know instinctively what a consumer brand is and does. In B2B marketing the importance of branding is much less obvious. The CIM `Marketing to Business' team carried out both desk research and a Branding is...
- Research articles 2002-09-01
- Business Marketing 'Straight Up'
- Probably the most visible recent statistics proving a point that's perhaps a surprise to many, B2B and business-to-consumer (B2C) domestic shipments in 2003 each totaled about $8.3 trillion, according to government data. More significant than its relative size, however, B2B marketing is a uniquely complex discipline of activities at the...
- White papers 2005-09-09
- After September 11, Business-To-Business Marketing Will Never Be The Same Either
- Business-to-business (B2B) marketing is just one of the many sectors of the economy that are being impacted by the attack on America. The potential impact can't yet be determined with any degree of precision. Employees, often influenced by concerned family members, are resisting air travel in many cases. Although, direct...
- White papers 2003-01-01
- A Chief Marketing Officer Who "Gets It"
- Here's what I like about her approach. She's entirely tactical, right down to the basics of motivational psychology. She's not blathering the typical biz blab about about strategy and brand. She focuses on what's useful: generating leads and measuring what works. This...
- Blog posts 2008-10-09
- Measuring Marketing Performance
- Marketing is a necessary investment for generating and maintaining profit, rather than just an expense. Finding, getting, and retaining business costs money. As a result, marketing executives need to know the return on investment ROI of their marketing expenditure. However, measuring marketing activities can be problematic. To take a simple...
- Articles 2007-11-26
- Video: The B2B marketing sweet spot
- BNET Director Jay Gulick explains why B2B marketers should provide customers with resources such as whitepapers, case studies and Webcasts instead of traditional display ads. by BNET staff
- Blog posts 2006-07-11
- B2B Marketing
- This paper argues that business-to-business marketing is different from consumer marketing in deep and fundamental ways and this most certainly affects the way in which this kind of marketing should be carried out. It states that the common challenge for both business-to-business and consumer marketers is to truly understand their...
- White papers 2003-01-01
- The B2B Marketing Sweetspot
- BNET Director Jay Gulick explains why B2B marketers should provide customers with resources such as whitepapers, case studies and Webcasts instead of traditional display ads.
- Videos 2005-07-27
- Whiteboard Video: The B2B Marketing Challenge
- Peter Spande of TechRepublic explains why marketing to business professionals is a challenge and offers a solution to simplify the process: a marketing funnel. Host: Peter Spande, director, TechRepublic Length: 00:04:13 by BNET staff
- Blog posts 2007-04-23
- The B2B Marketing Challenge
- Peter Spande of TechRepublic explains why marketing to business professionals is a challenge and offers a solution to simplify the process: a marketing funnel.
- Videos 2005-09-15
- Bulldog Solutions Selects Unica for Enterprise Marketing Management Solution Alliance
- WALTHAM, Mass. -- UnicaR Corporation (Nasdaq:UNCA), a global provider of Enterprise Marketing Management EMM solutions, and Bulldog Solutions, a leader in sales lead generation using webinar campaigns and web-based programs, today announced Bulldog Solutions will deploy AffiniumR software during the second and third quarters of 2006 to support the delivery...
- Research articles 2006-06-26
- Beyond Translations: AMA Houston October Luncheon Examines International B2B Marketing
- Luncheon begins with member orientation and concludes with a surprise announcement HOUSTON -- It takes more than just a translation service to market your company and products internationally these days. On Wednesday, October 11, the American Marketing Association, Houston Chapter, presents, "Around the World in 30 Minutes: How to...
- Research articles 2006-10-05
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