The “four Ps” are also known as “the marketing mix”:
The business-to-business (B2B) marketing mix and the business-to-consumer (B2C) marketing mix are not the same, despite what many people don’t realize. The main distinction is the inclusion of three more factors that B2B marketers must now consider:
- Physical evidence
These seven factors serve as the foundation of a product’s marketing strategy and are essential to getting prospective customers to accept and use a new product. B2B marketers must target their business clientele when customizing their seven Ps for their offering.
It is not appropriate for B2B and B2C marketers to use the same strategies in their marketing mix, even for aspects that overlap. B2B and B2C marketers will prioritize significantly differently in these cases.
Table of Contents
The sevens p’s of the marketing mix
B2B selling generally requires greater clarity and concision than B2C selling due to the larger number of stages and decision-makers/influencers involved in the purchasing process.
While B2B marketers must persuade an organization of individuals with distinct demands and decision makers, B2C marketers have the luxury of simply needing to intrigue and convince the person, making a decision that probably only affects them.
Your business must take into account two key factors while developing and promoting a product or service that is valuable to your customers:
- Consider both the product’s packaging and appearance.
- The product must satisfy all of the customer’s requirements.
Businesses won’t spend money on a product or service that doesn’t suit their needs. The consumer, on the other hand, is more adaptable and concerned with looks.
Individuals are more susceptible to product design and add-ons than organizational decision-makers are. This is so because business buyers follow a checklist of requirements to meet all of the needs of the firm rather than making a personal choice.
Compared to consumer consumers, business purchasers are much more concerned with pricing and value because it has a direct impact on their profitability. Trends and styles are far less significant in the context of commercial purchasing.
When marketing to businesses, marketers must have a well-laid pricing strategy that is simple to explain and comprehend so that business decision-makers are not put off and can quickly relay the information to those in the C-suit of the firm for approval.
This is a reference to the communication strategy used to market a product. For people working in the business-to-business sector, the following channels are excellent:
When put strategically in areas where your prospects can reach them, these sorts of materials can contain a substantial amount of specific information. Provide physical goods that have your contact information for prospects to take with them.
For B2B marketers, email marketing is a crucial tool. When done correctly, this can offer a simple, affordable approach to getting in touch with customers and prospects in a way that can be measured in terms of your conversion rates and return on investment.
Regardless of the type of consumer you serve, it is crucial to always deliver the ideal product at the ideal location and time. However, a place need not only be a geographical location. For instance, Tradekey.com is a famous online platform for B2B services that consumers can easily access.
Marketers typically don’t need to worry about salespeople when it comes to selling consumer goods. A can of Coca-Cola is a homogeneous product, so a salesperson is not necessary to persuade the customer that it is the best can of Coke for them.
The B2B marketing mix now includes the “people” component, making the purchasing process a crucial selling factor for your product. Your method can serve as a showcase for your knowledge and serve as a vital component of the value offer.
Given that B2B marketers frequently provide non-standard solutions to their clients, the method of delivering this solution becomes crucial because it sets you apart from your rivals.
The B2B marketing mix emphasizes the importance of actively gaining your audience’s trust. This is accomplished via a range of material and immaterial techniques.
For instance, how your office is organized has a big impact on how customers and potential customers view you. Meetings in person are common in B2B selling to build trust.
Therefore, it is crucial to promote yourself in a way that is appropriate for what you are giving. Whether you do this by portraying yourself as a prestigious, high-end professional or as a relevant, small business for the average guy, this can be a selling point for potential customers.