Everyone is selling, everywhere is marketing
Plants reproduce by marketing themselves
Animals market themselves to attract mates
Life is full of various marketing scenarios
Four stages of B2B marketing development
Origin: Industrial mass production spurred the development of corporate marketing.
The first stage
Core business: production
Corporate cognition: Consumers need products that can be purchased everywhere, improve production efficiency and expand distribution scope.
Production concept: The emperor’s daughter has no worries about getting married
second stage
Corporate cognition: Consumers need high-quality and low-price products.
Product concept: The aroma of wine is not afraid of deep alleys
The third phase
Core business: sales promotion
Corporate cognition: If left to its own devices, consumers will not take the initiative to buy too many of the company's products.
Sales concept: Wang Po sells melons and boasts about herself
Stage 4
Business Core: Consumer/Competition
Corporate cognition: Meet consumer needs better than competitors in the target market
Marketing concept: Create users and meet needs
The only purpose of a business is to create customers☞Peter Drucker
The most important thing for a business is to meet the needs of customers profitably☞Philip Kotler
The lowest driving factor of marketing ☞Human nature
Sales is the purpose
Advertising is about selling products, otherwise it’s not advertising ☞David Ogilvy
The first cause: human nature
Any of our actions does not begin with awareness. Most of the real factors that form human behavior are unconscious. ☞Freud
There are two core factors behind driving employees to improve performance, motivation factors and hygiene factors. ☞Herzberg
Maslow’s needs: survival needs – safety needs – social needs – esteem needs – self-actualization☞Maslow
The “Demand Triangle” to crack the code of consumer needs
Cracking the code of consumer demand☞Demand growth
feeling of lack
The difference between ideal and reality
Target
Solutions to fill the gap
Maslow's hierarchy of needs from a business perspective
Social needs
Comparing or exceeding peer income levels
B2B Marketing Mix Strategy: Redefining the 4Ps
Motivation differences in basic needs between B2B and B2C
demand motivation
Consumer: Emotional, desire, style, credibility
Corporate customers: rational, reduce costs, improve efficiency and profitability
Focus on inside and outside
Decision-making model
Enterprise Customers: Complex
Redefine 4P
product
become a solution
Provide solutions including a combination of products, technologies, services, etc. for users' specific needs.
price
turned into value
What specific problems are solved: improving efficiency, reducing risks, optimizing inventory, etc.
“Low Price” is used by B2B companies when marketing their products and services13
Ranked last among brand themes.
channel
Becomes an information portal
B2B marketers no longer need to pay attention to channel terminals, but need to pay attention to what users are looking for and discussing on the Internet.
Promotion
became education
Users are looking for companies with ideas and partners who can educate them in a certain area of expertise.
The dual combination of B2B marketing
First Principles of B2B Marketing
How companies build brand trust
Make trust your first value
Risk coefficient, group checks and balances
Company brand is extremely important
Whose trust do you gain?
Key Decision Maker (KP)
Decision-making chain: Demand ☞ Plan ☞ Procurement ☞ Acceptance ☞ After-sales ☞ Continued
Multiple scenes, multiple rounds
contextual differences
Varies from person to person
Achieve a balance between user value and customer value
balance of binary values
Products that only focus on customer value but not user value are prone to failure.
Products that only focus on user value but not customer value are often well received but not popular.
Useful, usable, easy to use, love to use
How companies build trust with customers
unconditional trust
Requires a priori sense of knowing
Three main factors in building trust
The difference in service willingness determines the customer's choice.
Faith is the substance of things hoped for, the evidence of things not seen.
Category labeling of the 4T model to build brand trust
High-dimensional competition: brand
Brand is what consumers consume
The core of business competition is brand, which is the occupation of customers’ minds☞Trout
Become the "first" in height/become the "only" in perspective
Users can usually remember no more than seven brands, but they can remember many categories.
Demand☞Category☞Brand
Categories enter users’ minds earlier than brands
Humans prefer to believe in things that are more certain
Category segmentation is the last grain of sand in user decision-making
Category occupation, value discovery
Make yourself clear and reduce customers’ cognitive costs
Testimonials and evidence of the 4T model for building brand trust
success case
54% of B2B marketers say sharing customer stories, experiences and using “unbiased third-party customer testimonials” are extremely effective.
Third party theory (opinion leader)
Opinion leaders can increase brand trust
Let data speak
Data is the basis for quantification and explicitness of value
The 4T Model of Building Brand Trust: High Touch
seeing is believing
Construction of offline channels
Face-to-face sales are still an important model for B2B companies
Face-to-face sales are an important element in building trust
ground-air coordination
marketing
client
Reputation (recommended to me by a friend)
Awareness (knowing and understanding)
scene marketing
Case: A Philippine airline made an invisible QR code on the streets of Hong Kong. It is invisible when it is sunny and will appear when it rains.
Three important operations
The ideological proposition of the 4T model for building brand trust
success of a business
It’s not about what you do, it’s about what you stand for
It’s not what you produce, it’s what you create
USP
Unique selling proposition, product selling point
UVP
Unique value proposition, customer value
5 rounds of value creation
product
Product thinking shifts to user thinking
Product Manager☞Marketing Manager
Product selling points ☞Customer value
Technical parameters☞Effect data
experience
Customer experience beyond expectations
Knowledge
Not only produce products, but also produce knowledge
The main body of innovation is “entrepreneur”
The mediaization and contentization of enterprises are inevitable trends
Content value lasts throughout the customer journey
Most companies fail to take into account what 80% of B2B vendors think: it is important or very important to continue providing content after they make a purchase.
Content that guides leadership (36%)
Technical support/updates (30%)
Information about new products (25%)
Customer cases served (9%)
three phases
cognitive stage
Create demand and build brand and solution awareness with users (trend insights, research data, expert opinions)
consideration stage
Focus on needs and output products or solutions for the industry to users
preference stage
Share successful cases, preferential measures, unique values, etc. in the same industry to further promote purchasing decisions
Wondershare EdrawMind
