2. Engaging Business Buyers with Digital
and Social Marketing
As in every other area of marketing, the explosion
of information technologies and online, mobile,
and social media has changed the face of the B-to-
B buying and marketing process.
e-procurement and online purchasing
B-to-B digital and social media marketing.
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3. E-procurement and Online
e-procurement is purchasing through electronic
connections between buyers and sellers—usually
Advances in information technology have
dramatically affected the face of the B-to-B
Online purchasing, often called e- procurement,
has grown rapidly in recent years.
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4. E-procurement and Online
Virtually unknown two decades ago, online
purchasing is standard procedure for most
In turn, business marketers can connect with
customers online to share marketing information,
sell products and services, provide customer
support services, and maintain ongoing customer
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5. Ways of E-procurement and
Reverse auctions, in which they put their
purchasing requests online and invite suppliers to
bid for the business
They can engage in online trading exchanges,
through which companies work collectively to
facilitate the trading process.
Companies also can conduct e-procurement by
setting up their own company buying sites.
Companies can create extranet links with key
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6. Benefits of B2B e-procurement
It saves transaction costs and results in more
efficient purchasing for both buyers and suppliers
E-procurement reduces the time between order
It eliminates the paperwork associated with
traditional requisition and ordering procedures
e-procurement frees purchasing people from a
lot of drudgery and paperwork.
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7. Problems of B2B e-procurement
It may be subject to hacker attacks.
It can also erode decades-old customer–
The system may be too complex
The technology may change frequently.
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8. B2B Digital and Social Media
Today’s B-to-B marketers are now using a wide
range of digital and social media marketing
approaches— from websites, blogs, mobile apps,
e-newsletters, and proprietary online networks to
mainstream social media such as Facebook,
LinkedIn, YouTube, Google+, and Twitter—to
engage business customers and manage customer
relationships anywhere, anytime.
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9. B2B Digital and Social Media
B-to-B digital and social media marketing isn’t
just growing, it’s exploding.
Digital and social media marketing have
rapidly become the new space for engaging
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10. B2B Digital and Social Media
Digital and social media play an important role in
engaging business buyers in a way that personal
selling alone cannot.
Instead of the old model of sales reps calling on
business customers at work or maybe meeting up
with them at trade shows, the new digital
approaches facilitate anytime, anywhere
connections between a wide range of people in the
selling and customer organizations
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11. B2B Digital and Social Media
It gives both sellers and buyers more control of
and access to important information.
B-to-B marketing has always been social network
marketing, but today’s digital environment offers
an exciting array of new networking tools and
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12. B2B Digital and Social Media
Some B-to-B companies mistakenly assume that
today’s digital and social media are useful
primarily to consumer products and services
But no matter what the industry, digital platforms
can be powerful tools for engaging customers and
other important publics.
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