Write a 6 pages paper on major trends in business to business marketing. The trend in B2B marketing, similar to B2C marketing, is that of developing relationships with clients. Yet, there are still so

Write a 6 pages paper on major trends in business to business marketing. The trend in B2B marketing, similar to B2C marketing, is that of developing relationships with clients. Yet, there are still some customers who are not interested in anything more than a business transaction. Through relationship building, not only does a company develop a large and loyal clientele’ but it also, reduces the cost of attracting new customers to buy your product (Biemans 2010).

B2B marketing communication is done through various means, which fall in either of the two categories: one-to-one or mass media. But the message delivered through these mediums should be consistent and well-coordinated to avoid any contradiction or ambiguities. The message should be as clear as possible because in B2B marketing, unlike in B2C marketing, the clients are few but constitute a large amount of monetary worth. Hence, each account is very important for the success of the B2B firm.

Thanks to globalization, the B2B market — like any other market — faces fast-changing trends in marketing. One day something is a hit with customers, and a month later a better way to reach customers would come into play. Personal selling, advertising, PR, webinars, direct marketing, social media (Facebook, Twitter, LinkedIn, etc.), and the like are the various ways B2B marketers connect with their audience.

In the 21st century, the Internet has made waves in possibly every field, including the field of business. Through this trend, B2B marketers, today, enjoy an interactive, global customer reach at low costs. Internet marketing takes the form of e-marketing, webcasting and podcasting. E-marketing or website marketing is a form of B2B marketing which is not restricted to flow of information to customers, but also results in a flow of information from and about the customer to the B2B marketer — in other words, it is interactive. Webinars include recorded videos, comprising of sales messages, which are sent to potential clients to obtain feedback.