With the change from offline to online, buyers are changing their behavior – retail is going digital. This trend has been seen in the B2C sector for years and is becoming more and more important in the B2B area. The growth in B2B e-commerce is rapid and it is estimated that the value of this market will reach US $ 20.9 trillion by 2027 (Intrado, 2020). The questions arise as to whether concepts from the B2C area can simply be adopted and transferred to the B2B sector, what is the difference between the two areas and which requirements must be met so that B2B providers can gain a competitive advantage from this trend.
B2B companies increasingly want long-term relationships with suppliers. Therefore, new business relationships can be very profitable. The difficulty nowadays is to reach the interested buyers at the right point in the purchasing process.
Germany is still one of the leading export nations in the world. According to information from the Federal Agency for Civic Education, the export surplus was 223.23 billion euros even before the start of the corona pandemic. Small and medium-sized enterprises play an important role in this – 45 percent of all German SMEs are already active in foreign markets.
Are you new to the world of online marketing or do you want to improve your knowledge? Then you are right here. Online marketing is also becoming increasingly important for SMEs, B2B and industrial companies in order to reach the target group. Almost all B2B buyers start their search for suppliers online. Simply click through the terms that you are not yet familiar with.
In the B2B area, online trading platforms are already an important part of the marketing strategy. Classic trade fairs and advertisements in specialist magazines are often no longer enough to increase international export activities and attract customers’ attention. Companies that do not develop in this area create a digitization gap. The digital reach of B2B portals, especially in the international area, is usually significantly higher compared to traditional, analogue media. The low scatter losses and the possibility of precise monitoring of the results are also advantageous. Through B2B platforms and trading platforms, customers abroad can be reached and relevant customer inquiries can be generated.
Inbound marketing is one of the most efficient methods of marketing online. In the following article you will learn why SMEs in particular should use this online marketing discipline.
Platform marketing enables export-oriented companies to successfully market their products internationally through the placement and comprehensive presentation of company and product details on B2B portals, marketplaces and company directories. This discipline of online marketing makes it easier for small and medium-sized enterprises (SMEs) in particular to open up new markets and acquire new customers internationally. Portal marketing should therefore be part of every lead generation strategy of SMEs.
Digitization has fundamentally changed the marketing and sales strategies of B2C (business-to-consumer) companies. While electronic goods or clothing used to be bought personally in specialty stores, the sales process and thus also the sales strategies have now shifted towards the online market. The same applies to the company’s marketing activities. Offline advertising spaces such as print ads are becoming increasingly unpopular. In the online world, on the other hand, the customer is made aware of the provider’s current offers through dynamic banners or search engine ads (SEA).
Alibaba.com is familiar to most B2B entrepreneurs and buyers today. The Chinese trading platform for industrial goods attracted attention in 2014 with one of the world’s largest IPOs. Only recently it was also counted among the ten most successful companies in the world.
Alibaba.com is one of the most famous among B2B platforms, but even here there are many worthwhile alternatives. There are over 1,500 platforms worldwide, ranging from industry-specific and regional to globally successful platforms. A good and above all suitable selection is not always easy for B2B companies. Our overview of the most important B2B portals gives you a good overview. Kyto will help you choose the platforms that are especially suitable for you.