Business to Business Marketing
In B2B, understand the buying group, commercial outcome, procurement and implementation.
Cheat sheet
In B2B, understand the buying group, commercial outcome, procurement and implementation.
What to check first
Map the plant manager, procurement, quality and finance requirements.
How to make the call
Convert the trial to a rollout only after quality and procurement gates clear.
OpenStax · Business markets and purchasing behavior · further reading for b2b & sales
Indian practice case
Fictional scenario
A Chennai packaging supplier wants to replace a competitor at a dairy plant.
Reveal the step-by-step solution
- Diagnose the problem.
Map the plant manager, procurement, quality and finance requirements.
- Work through the evidence.
Propose a trial on one line with rejects, downtime and total landed cost measured against baseline.
- Recommend and validate.
Convert the trial to a rollout only after quality and procurement gates clear.
More Indian cases
Interview question
How would you use business to business marketing to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Propose a trial on one line with rejects, downtime and total landed cost measured against baseline. Convert the trial to a rollout only after quality and procurement gates clear.