How to organize a successful B2B

How to organize a successful B2B
Pubblicità
  • Salone Franchising Milano
  • Sole24Ore
  • World Marketing Summit Italia 2019 (WMS)

18 Maggio 2017
Categoria: Marketing internazionale

B2B, business-to-business, is the exchange of products, services or information between businesses and consumers. Most small businesses sell to other businesses or to consumers by organizing B2B or B2C (Business to Consumer).

Business to business relationships are developed and ongoing, and the sales processes involved take longer than business-to-consumer relationships.

B2B decision making may take place at more than one level. For instance, the salesperson meets with the departmental manager, who then has to get approval from the business owner before the sale is closed.

Emotions have no place in B2B sales.

In this article, we want to learn how to organize a successful B2B and win.

Behave equally with customers

We have to know all the customers are the same. It is not important the dimension of the customer. You should behave with all of them with the same respect, consideration and time. They deserve to be treated with equality. If your customer is satisfied, you are satisfied too.

Plan well in advance

Planning events requires you to work with a number of different internal and external stakeholders. It’s important to factor in enough time to communicate with all of them.

Another big benefit is to plan your date and venue early: you can start marketing with a good lead-time, increasing your chance of getting good numbers through the door.

Customer must be surprised

Wonderful things happen when customers get more out of business relationships than they expect. They come back for more. They tell friends or another person. Sometimes they write on social network then all of the world can know about you. A surprisingly good customer experience should be the goal of every company.

Help B2B customers serve their own customers better

Most buying decisions made by companies are geared toward improving their own sales and service capabilities. So let’s help B2B customers serve their own customers better.

Be clear about your objectives

Having a clear understanding of the business reasons for running the event is the first and most important step in the process. Your objectives will enable you to measure the success of the event: and they will also help you deciding on the right format.

If your main reason for running the event is to nurture relationships with existing clients, a specialized conference, featuring product case studies and technical how-to presentations is likely to be a crowd pleaser.

If your objective is to get new prospects through the door, a sponsored keynote presentation is more likely to fit your bill: especially if your product is fairly new to the market sector.

Let’s be honest

If we wanted to, we could easily go to one relevant industry event every week. So how do you stand out from the crowd and differentiate yourself from professional industry and association events? By going niche!

Rather than hosting another generic conference on the future of big data, organize an event that truly reflects your business’ specialty. Offer your audience something they can’t get anywhere else.

Source great speakers

The speakers are the main selling point for your event. They can show all of your activity more inspirational and well-known. Your speakers are important to get audience’s attention and make them register and after that your customers will often speak at a lot about your events.

Find some fun freebies

Never underestimate the power of a freebie. A great giveaway is your chance to keep your brand at the top of people’s mind even after they’ve left the party.
So invest some time and effort into sourcing a product. It will keep the event buzz alive for you just that little bit longer.

Fonte: a cura di Exportiamo, di Morvarid Mahmoodabadi, redazione@exportiamo.it

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Pubblicità
  • FDA
  • Sole24ore
  • World Marketing Summit Italia 2019 (WMS)