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- Title
B-to-B-Marketing ist Hochleistungsmarketing.
- Authors
Reinecke, Sven
- Abstract
B2B marketing has developed dynamically in recent decades and requires a realignment in terms of digitization, automation, live communication, and sustainability. Anton Holenstein, Chief Strategy Officer, and Burkhard Böndel, Head of Corporate Communications at Bühler, provide insights into the latest findings and developments in B2B marketing. In the B2B context, not only individual buyers but entire buying centers must be served, which makes marketing more challenging. Bühler is an international provider of process solutions for various business areas. In B2B marketing, building and maintaining stable customer relationships is crucial while also utilizing innovation and digitization. In the future, live communication will focus on a few international leading trade fairs and local sales events. The article describes the shift in strategy of B2B companies towards virtual events due to the COVID-19 pandemic. It emphasizes that nowadays, 90% of purchasing decisions are made online. An example of the success of B2B marketing is the establishment of the Milling Academy, which has created a fan base in the milling industry. The companies have also increased their research and development efforts and introduced innovative concepts. It is emphasized that sales managers need to be trained in the digital world to maintain customer relationships. Collaboration between marketing, communication, product management, and sales is important for exchanging knowledge and experiences. Better content needs to be created at virtual trade fairs to engage visitors, and the requirements for online conversation management have become more complex. It is emphasized that willingness to change and the ability to handle digital tools are important. The text focuses on training sales employees on various topics such as digitization, storytelling, and value-based selling. It discusses how the optimal distribution between virtual trade fairs, in-house trade fairs, and traditional trade fairs could look like. It is recommended that 70% of customer contacts should take place virtually, while 20% should be physical and 10% should take place at trade fairs. The introduction of virtual trade fairs was successful, but transitioning customers into individual conversations proved to be difficult. Bühler also has a strong commitment to sustainability and emphasizes that sustainability should be considered an economic driver. Concrete examples of sustainable solutions are mentioned, which are also economically successful. Bühler has also launched initiatives to offer services that help customers optimize the efficiency of their systems. Customers are willing to share their data to benefit from these solutions.
- Subjects
CHIEF strategy officers; BUSINESS-to-business transactions; INDUSTRIAL marketing; CONSUMERS; DIGITAL technology; TRADE shows
- Publication
Marketing Review St. Gallen, 2022, Issue 6, p48
- ISSN
1865-6544
- Publication type
Article