Research and Markets Adds Report: B2B Marketing Market Assessment February 2008
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TMCNet: Research and Markets Adds Report: B2B Marketing Market Assessment February 2008

[March 28, 2008]

Research and Markets Adds Report: B2B Marketing Market Assessment February 2008

(Wireless News Via Thomson Dialog NewsEdge)
Research and Markets has announced the addition of B2B Marketing Market
Assessment February 2008 to its offerings.

Business-to-business (B2B) marketing is emerging from under the shadow
of its larger business-to-consumer (B2C) marketing cousin as businesses
are increasingly recognizing the importance of taking an holistic
approach to how they conduct their business -- not just with regard to
their customers' but also in terms of how they are perceived by
employees and other business stakeholders, such as partners, suppliers
and shareholders.

B2B marketing has long been associated with product marketing; the
product launch, the sales campaign, trade press advertising and
mailshots have all served to identify what B2B marketing is about.

However, this is changing. Customer relationship management (CRM) has
demonstrated the need for businesses to make the requirements of their
customers central to their operations, with the same high standard of
service provided at all customer 'touchpoints' (customer contact
points). This has led to businesses more closely scrutinizing their
business processes and articulating the values that govern the way in
which they operate.

This process inevitably draws a picture of the 'brand' -- the package
of values that businesses associate with themselves -- and B2B
marketers are strongly advocating that the brand-marketing techniques
that are employed so successfully in the B2C arena are also essential
to successful B2B marketing.

It is tempting to consider B2B marketing agencies as direct marketing
(DM) agencies specializing in the B2B sector. However, the sector
embraces an extremely diverse number of services. There are, of course,
many full-service agencies working across the full spectrum of
marketing channels -- but there are also many specialist agencies
working in individual channels, such as e-mail marketing or online
advertising. Some specialize in providing marketing services for
particular vertical sectors, such as construction, healthcare or IT,
and others take a more holistic approach, working in brand marketing.

Marketing to businesses is more complex than marketing to consumers.
There are similarities -- segmentation, data analysis and data modeling
are all techniques that are used to target the most likely buyers in
B2B as they are in B2C -- but the business-buying process is more
complicated. The decision to buy is often made after a lengthy process
and by a group of people -- the decision-making unit (DMU) -- rather
than an individual. There are many hurdles to jump before the DMU is
reached, with the gatekeepers and influencers having to be won over
first, followed by the procurement team (whose role is becoming
increasingly important to buyers).

Increasingly tight regulations have also presented difficulties for
marketing to businesses. The introduction of the Corporate Telephone
Preference Service (CTPS) in 2004 meant that many organizations could
opt out of being approached for marketing purposes, and created a need
for business lists to be constantly refreshed and updated.

As a result of these conditions, the expertise held by specialist B2B
marketers has been in increasing demand and this sector has grown. We
estimate that the B2B marketing sector was worth 11.34bn in 2007.

One of the fastest-growing channels used by B2B marketers is e-mail
marketing; volumes in this channel are already on a par with those for
direct mail. Direct mail volumes have been decreasing but this could
represent more focused targeting, which makes for smaller mailshots.

Report information: www.researchandmarkets.com/reports/c86644

((Comments on this story may be sent to newsdesk@closeupmedia.com))

((Distributed on behalf of 10Meters via M2 Communications Ltd -
http://www.m2.com))
((10Meters - http://www.10meters.com))

Copyright ? 2008 Wireless News

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