Ini Ide dan Strategi Marketing B2B yang Terbukti Berhasil

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Sebagai salah satu kunci keberhasilan suatu bisnis, pemasaran menjadi hal yang penting karena perannya sebagai ujung tombak kegiatan bisnis.

Bayangkan sebuah bisnis yang didirikan dengan orientasi profit tidak memiliki bidang apalagi strategi pemasaran. Tentu saja bisnis tersebut bisa kacau karena tidak berjalan sesuai harapan. Perusahaan boleh saja memiliki tim HRD yang tangguh, tim keuangan yang sangat teliti, serta tim bagian operasi yang sudah merencanakan produksi dengan biaya serendah untuk keuntungan optimal, tapi apa artinya tanpa tim pemasaran yang mengenalkan dan melakukan penjualan terhadap masyarakat sebagai konsumen?

Banyak macam cara untuk menjalankan pemasaran sebuah bisnis. Strategi-strategi tersebut memilik keunggulannya masing-masing. Setiap strategi memiliki kekuatan ketika dipadukan pada kondisi eksternal yang tepat, misalnya masalah target konsumen. Di antara sekian banyaknya strategi pemasaran, ada salah satu strategi marketing yang cukup terkenal yaitu strategi marketing B2B. Apa itu?

Strategi marketing B2B memiliki kepanjangan Business to Business.

Kegiatannya adalah transaksi (baik elektronik maupun transaksi fisik) antara satu entitas bisnis dengan entitas bisnis lainnya. Penjualan yang dilakukan satu bisnis ditujukan pada bisnis lain, bukan kepada konsumen akhir. Bisnis seperti ini sebenarnya sudah banyak terjadi di zaman sekarang ini.

Sebagai contoh sederhana dari tipe bisnis ini adalah bisnis katering yang menyediakan produk makanan untuk sebuah perusahaan asuransi yang memiliki banyak karyawan. Meskipun kelihatannya bisnis katering ini menjual produk pada karyawan pada perusahaan, manfaat dari produk makanan tersebut sebenarnya sebagai dukungan agar karyawan perusahaan asuransi bisa bekerja secara optimal dan menghasilkan produktivitas yang berarti bagi perusahaan.

Strategi Marketing B2B

Kesuksesan suatu hal yang berhasil dicapai bisa dilihat dari dijalankannya taktik atau strategi yang dibuat. Dalam marketing B2B pun terdapat beberapa strategi yang dikenal sebagai kunci sukses pelaksanaannya dalam dunia bisnis.

Sebelum menginjak pada apa saja strategi marketing B2B yang sukses, perlu diketahui adanya perbedaan antara strategi B2B dengan B2C. B2C dikenal sebagai marketing yang mainstream. Jika, B2B memiliki orientasi untuk menjual produk pada entitas bisnis lain, maka B2C memiliki orientasi untuk menjual produk pada konsumen akhir. Perbedaan orientasi ini saja sudah akan memengaruhi strategi-strategi yang akan dijalankan.

Karena B2B berhubungan dengan entitas bisnis lain, maka strateginya harus fokus pada beberapa hal yang harus dijaga dan diperjuangkan sehingga kerja sama kedua entitas bisnis terkait tidak pudar. Strategi tersebut antara lain:

1. ‘Konsumen’ Anda Akan Sangat Menghargai Kualitas Produk yang Anda Jual.

Bisnis yang Anda jalin dengan entitas bisnis lain tak sekedar menjual produk, tetapi juga masalah bagaimana Anda menjaga hubungan dengan entitas bisnis tersebut. Hubungan antar entitas bisnis tersebut dijaga dengan berbagai macam cara, salah satunya adalah dengan tetap mempertahankan kualitas produk yang jual.

Selain produk yang harus menjadi perhatian utama, bisnis B2B yang sukses biasanya tidak akan melupakan kualitas layanan pendukungnya. Hal ini meliputi pekerjaan teknis yang dilakukan secara disiplin dan tepat waktu, misalkan pengantaran produk, jumlah yang diberikan, sampai dengan pemberian garansi.

2. Mempertahankan Nilai sebagai Hal Unik dan Kunci Bertahannya Tipe Bisnis B2B.

Salah satu kunci kesuksesan untuk semua tipe bisnis adalah ketika mereka berhasil menjaga dan mempertahankan nilai pelanggan. Nilai pelanggan atau Customer Value merupakan nilai selisih antara harga yang dibayar konsumen dengan manfaat yang didapat konsumen. Semakin besar nilai pelanggannya, semakin tinggi konsumen akan menjadi percaya dan loyal pada bisnis.

Menjaga dan mempertahankan nilai pelanggan memang bukan sebuah perkara mudah. Salah satu faktor penyebabnya adalah konsumen yang bermacam-macam keinginannya. Akan tetapi pada bisnis B2B yang mana konsumennya lebih spesifik ke arah entitas bisnis tertentu, seharusnya Anda bisa lebih tahu karakteristik mereka dan apa yang mereka harapkan dari bisnis B2B Anda. Hal ini akan membantu Anda mempertahankan nilai pelanggan.

3. Jangan Puas Sekarang! Lakukan Improvement Terus-Menerus!

Banyak yang akhirnya gagal di tengah jalan untuk bergelut di bisnis B2B karena cepat merasa puas dengan pencapaian mereka yang (mungkin) sudah di atas target. Maka penting untuk diketahui dan dicamkan bahwa bisnis adalah hal yang berkelanjutan sehingga akan terus membutuhkan improvement. Bukan hanya karena terus-menerus berjalan, bisnis akan selalu menghadapi tantangan zaman yang semakin beragam dan persaingan menjadi lebih ketat. Ketika bisnis bisa sensitif terhadap perubahan dan fleksibel dalam melakukan improvement, ia sudah memiliki kunci untuk bertahan dalam perlombaan bisnis ini.

Tips Sukses dalam Marketing B2B

Tidak ada hal yang bisa sempurna tanpa banyak taktik yang dijalankan. Perlu diingat bahwa taktik tersebut pun bisa saja berubah sesuai dengan kondisi lingkungan. Nah, untuk membantu menyukseskan jalannya bisnis dan marketing B2B ini, ada beberapa tips yang sebaiknya tidak diabaikan para pebisnis tipe ini untuk menjalankan dan mempertahankan bisnis B2B yang sudah dijalankan. Berikut tips yang bisa Anda lakukan untuk menjalankan marketing B2B dilansir dari Circle Studio.

1. Perhatikan strategi!

Dalam menyusun strategi, pastikan Anda sudah mempertimbangkan banyak hal. Dari banyaknya hal-hal pertimbangan tersebut, pastikan Anda tidak melupakan bab analisis pemasaran, profil konsumen, tujuan yang ditetapkan, sampai pengembangan kampanye.

2. Perhatikan content marketing.

Content marketing jadi hal yang tidak boleh luput dari perhatian. Perlu diketahui bahwa content marketing bisa menjadi magnet yang akan membantu Anda menemukan berbagai informasi penting seperti hasil riset, prospek yang menggiurkan, mengendalikan inbound traffic, dan lain-lain.

3. Jangan lupakan traffic generation.

Traffic generation bisa dipahami sebagai cara sebuah bisnis mempromosikan produk mereka. Di zaman yang serba canggih ini, promosi bisa jadi tak lagi mahal. Manfaatkan saja media sosial untuk mempromosikan produk secara gratis dan juga lebih dekat kepada target konsumen tertentu sesuai dengan rencana bisnis Anda.

4. Masalah lead generation.

Lead generation adalah bagaimana bisnis bisa mengonversikan pelanggan yang datang ke situs resmi bisnis sama seperti ketika menghasilkan penjualan dari mereka. Mencapai pelanggan sekarang ini menjadi hal yang relatif ribet, jadi marketer harus memutar otak dan mencari cara bagaimana menjangkau mereka dengan lebih mudah. Dalam lead generation ini, marketer biasanya akan fokus untuk menemukan dan mempelajari bagaimana mereka bisa membangun hubungan yang berkelanjutan dengan konsumen mereka.

5. Pentingnya lead management.

Lead management adalah proses tracking dan pengelolaan konsumen yang prospektif. Lead management menjadi program yang cukup berguna terutama dalam membantu bisnis untuk berkembang dan hal ini terdiri dari beberapa aspek yaitu: lead intelligence, lead scoring, list segmentation, lead nurturing, CRM integration, dan marketing automation.

6. Analisis dan Pengukuran.

Setiap segi program pemasaran yang dijalankan harus berdasarkan hasil pengukuran dan analisis. Jangan melakukan program tanpa strategi yang disusun berdasarkan penglihatan sekilas terhadap lingkungan bisnis. Ketika strategi tersebut tidak tepat, Anda tidak akan hanya rugi secara biaya namun juga waktu.

Itu dia sekilas mengenai ide dan strategi marketing B2B yang bisa Anda terapkan. Semoga referensi ini bisa membantu Anda yang sedang bergelut atau malah memulai bisnis tipe ini sehingga lebih siap menghadapi tantangan bisnis yang sudah bisa diproyeksi dari sekarang. Selamat mencoba!

sumber : formulabisnisindonesia.com

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You may be able to get a well-paying work with only a graduate degree yet an undergraduate degree is essential in lots of areas to increase pay and climb the corporate ladder. While undergraduate degrees imply you have a good level of expertise, masters levels demonstrate not only a dedication to increasing your understanding about your area yet additionally a dedication to boosting on your own.

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Online programs have typically been likened to diploma mills that hand higher degrees to any individual eager to fork over the money. Masters degree pupils can be assured that the online programs they enlist in are legitimate programs aimed at mentor specialist skills and increasing the potential for higher wages as well as work bankability.

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