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Business to Business Marketing and Branding Considerations

By

Stephen C. Campbell





Business to business trading [and associated marketing] is essentially the exchange of products and services between companies as opposed to the sale of goods and services to individual consumers. Most businesses need to trade with other companies because they require components that fit into their manufacturing process, components that they do not make themselves. This mode of operation is quite common in the technology world.

For example, a phone may require a component that has been developed by [say] Samsung or a computer might need a component developed by [say] Seagate; even though the finished product itself has the stamp of another company's brand. This is the culmination of operations coming together to give the consumers the full branded product [apparently] from a single manufacturer. Since not every business can manufacture all of the components that it requires for its finished product, it has to rely on other businesses to supply it with whatever it needs in order to complete its manufacturing process.

Another part of business to business trading is the channel marketing perspective i.e. getting the finished product to wherever it is finally sold. Since most businesses do not have their own stores, they have to rely on existing stores or distribution channels. Whenever you visit a retail outlet or other store you will find numerous products from different companies, most of which are not in most cases of the brand of the store that you are in. This is where B2B marketing comes into play and where significant amounts of revenues are generated, as a consequence the B2B marketing aspect of the strategy is vital as businesses reach out to other businesses in order to increase visibility, sales and revenue projections.

There are obvious benefits to be gained from focusing on B2B marketing from a strategic perspective and this model of operations has become a necessity for some businesses. It should be made clear however that there are many things to consider that will [by definition] have an effect on other parts of business operations. Perhaps the main thing to take into consideration relates to ensuring that the quality of the products or services meets or exceeds the expectations that are required by the receiving company.

Whether your company purchases components that fit into other finished products or if you choose to sell someone else's product through whatever sales outlet your business possesses, the quality aspect of the product is critical. If the product quality that a particular company purchased to resell happens to be low during the shipment phase [assuming all evaluation tests have been passed] this will have a negative impact on the image of the selling organization. This can lead to long term damage resulting in downturns in revenues generated from specific product lines.

Bearing all of the above in mind [as we merely scratch the surface when it comes to B2B branding and marketing strategy development] companies will continue to need to take advantage of this form of business operations in order to succeed. This may be for the simple reason that they do not wish to focus on selling to the end user or do not have the distribution channel infrastructure in place in order to ensure that its products and services reach intended market segments.

Considering the operation of businesses from a macro perspective it becomes easy to see how critical the B2B marketing and branding and aspect of the strategy is. Focusing on this part of the strategy enables businesses to meet goals and revenue projections whilst concentrating on their core competencies.

Stephen C. Campbell is a business strategy consultant, one of his specialties is that of business to business branding and marketing strategy development. He has significant experience in this form of business operations once working in the management of the international OEM [Original Equipment Manufacturer] business throughout Europe the Far East and the United States. Insights gained by working with companies from different market sectors and countries are used to benefit the companies he consults with.


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