Many brands are using social media channels to communicate with consumers (B2C). Recently, some B2B firms have started using social media to reach out to organizational buyers and build a relationship and reputation among consumers or employees. A survey of marketing managers was recently published, “ 2017 Social Media Marketing Trends: Top B2B and B2C Networks and Paid Channels ” (MarketingProfs, June 6, 2017). Look at two major B2B firms Facebook pages – Cisco and GE . Review these pages and Chapter 6’s Model of Organizational Buying Behavior (Exhibit 6-4) and Major Sources of Information Used by Organizational Buyers (Exhibit 6-6). How are Cisco and GE using their Facebook pages? What do you think are [Continue Reading …]
One of the changes going on in organizational buying is the next generation of organizational buyers. Many of these new buyers are Millennials who are much more comfortable with technology, the Internet, and social media. In the textbook and in this “What’s Now?” series, we have often identified characteristics of the Millennial consumer. This article, “ 8 Keys to Selling to the Millennial B2B Buyer ” provides insights about how this new generation or organizational buyers might behave. Chapter six’s opening case scenario describes Metokote’s B2B relationship with its customer, John Deere. Considering what you learned in this article and chapter 6, suggest three ways that Metokote might operate [Continue Reading …]
Bonus chapter 2 examines how marketing interacts with other functional areas of the business. One of these areas is production and operations and another is information systems and computer technology. This article in Bloomberg Businessweek, “ These Cows Will Text You When They’re in Heat ,” (November 3, 2016) describes new technology used by dairy farmers. Read bonus chapter 2 and this article. Explain how the marketing for a dairy could benefit from this technology?
As we know from chapter 6, organizational customers are different as compared to consumers. The chapter notes that “most purchasing managers start with an Internet search when they need to identify new suppliers, better ways to meet needs, or information to improve decisions.” Yet as noted in this article, “ Stop Treating B2B Customers Like Digital Novices ,” (Harvard Business Review, May 10, 2016) many companies that sell to B2B customers have yet to figure out how to take advantage of the web. Review the text book’s discussion of Exhibit 6-4, the Model of Organizational Buying. Now think about how the ideas suggested in this article might [Continue Reading …]
B2b brands can be creative, too. Usually we see many of the most interesting campaigns for consumer brands. Nothing could be more B2B/industrial than heavy equipment. Caterpillar (the high quality, premium priced tractor and heavy equipment maker) has been running a fun viral campaign for about a year now: “When you choose Cat®, you get what you pay for — durable and reliable equipment, and long-lasting relationships. Discover what we’re built for…” Do help customers discover what Cat is built for, they have released a series of five (so far) clever videos demonstrating their products in action. The videos are well-done two-minute stories. One of my favorites is this [Continue Reading …]
In a world with too much advertising, more brands are looking to “storytelling” as a way to position their brands and engage customers. While many consumer brands are pretty good at this , it is more of a challenge for a B2B brands. One company that has been pretty good at this is GE . This article at TopRank‘s blog, “ How to Make B2B Marketing Stories Bigger With Social Media Microcontent ” (September 17, 2014) provides some advice and some examples you might find helpful in class. Have you seen any other B2B brands that do this well? What consumer brands have you seen that tell a good, engaging story with their brand?
General Electric (GE) sells some of its goods directly to consumers — but most of its sales are to other businesses. While lots of B2B advertising and promotion is pretty boring, GE wanted to avoid that trap. According to CMO Beth Comstock “We are all emotional beings. We want context. We want relevance. We want connection.” This article at Advertising Age, “ GE Tells the Secret of Making Geeky Cool ,” (October 5, 2013), provides a great summary of some of the interesting promotion GE is doing right now: See its Datalandia site its web series that attempts to show how big data solves problems, Inspired scientists (young and old) use [Continue Reading …]
I guess this campaign is more than a year old now — but it is fresh and new to me. John St . is an agency based in Toronto, Ontario, Canada. It is hard to call any agency an “ad” agency as most — like John St. — do all kinds of promotional efforts. The clever video below demonstrates a wide range of its services in a cute way. It actually fits as a B2B and B2C example at the same time — and it also demonstrates integrated marketing communications.