It is an acronym for Business-to-Business. In simple terms, one business offering a product or service to another business, but not directly to the consumer, is termed as a B2B product / service. e.g. hoists and cranes, copiers, electric motors, machine tools are termed as B2B products. Considering the very specialised nature of this business, one needs to develop a unique approach towards B2B Marketing Communication.
Creating a successful Techno-brand is all about effectively communicating its competitive advantage and building relationships.
Most commonly known by its acronym IMC. Integrated Marketing Communications take a holistic approach towards internal and external communication activities and processes of a company to promote the brand and improve the bottom line of the company.
It is careful planning and systematic execution of all the communication activities to achieve the desired results. In B2B context, IMC takes into account activities such as technical and sales literature, corporate profile, direct mailers, media advertisements, exhibitions, films, dealership identity, public relations, newsletters, internal branding and other such activities.
Typically, a brand which exists and is familiar in B2B environment is termed as a Techno-brand. An established techno-brand is characterised by certain attribute/s such as technology, quality, reliability, service, etc. Such an attribute is always possessed by every B2B product / service and needs to be identified and projected. An expert agency explores such attributes and carefully nurtures them as a competitive advantage of the brand. This helps the target industries to quickly identify and associate the brand with their needs and are also able to clearly differentiate from the competition.
Simply because a specialist B2B agency understands communications as well as engineering. The advantage is that such an agency can quickly capture your thoughts and effectively communicate with your target audience in the language which they understand.
Though the concept of a specialised B2B Marketing Communications Agency is new to India, in Europe and US it is a common practice for good businesses in B2B domain to hire a specialist B2B agency for IMC or Brand development for several reasons. Most important being, the buying process, buying pattern and selection criteria greatly differ in B2B environment compared to the consumer market.
Developing a target-specific and highly focused communication requires a great deal of understanding of complex technology and market environment apart from understanding marketing communications. It calls for a carefully achieved balance between rational and emotional approach while developing a strategy and creatives. Advertising agencies or design agencies working in B2C domain several times lack this industry-specific expertise.
A specialist B2B agency can quickly understand your company, technology and product offerings, application areas, market segments, competition, etc. This results in a highly focused and high-impact communication which ensures higher Return On Investment (ROI) for you.