Promotion planning is relatively easy when the decision making habits of the customer base and the vocabulary unique to their segment are known. Specific trade shows, analysts, publications, blogs and retail/wholesale outlets tend to be fairly common to each industry/product area. Once it is figured out for the industry/product, writing the promotion plan is simple. Promotion techniques rely heavily on marketing communications strategies (see below).
Sales and distribution
The importance of a knowledgeable, experienced and effective direct (inside or outside) sales force is often critical in the business market. When selling through distribution channels also, the number and type of sales forces can vary tremendously and success as a marketer is highly dependent on their success.
The purpose of B2B marketing communications is to support the organizations’ sales effort and improve company profitability. B2B marketing communications tactics generally include advertising, public relations, direct mail, trade show support, sales collateral, branding, and interactive services such as website design and search engine optimization. The Business Marketing Association is the trade organization that serves B2B marketing professionals. It was founded in 1922 and offers certification programs, research services, conferences, industry awards and training programs.
An important first step in business to business marketing is the development of a positioning statement. This is a statement of what is done and how it will be better and more efficient than competitors.
The next step is to develop messages. There is usually a primary message that conveys more strongly to customers,what is done and how the customers benefit from it. This is often supported by a number of secondary messages, each of which may have a number of supporting arguments, facts and figures.