Case Study
BIfurcated MARKETING CHANNELSBIFURCATED MARKETING CHANNELS
Choosing the Right Channels to Drive Marketing
For a B2B2C business, effectively marketing to both business partners and end consumers is essential for success. For B2B partners, the focus should be on showcasing how the business’s products or services add value to their operations and increase sales. This can be accomplished with targeted messaging, co-marketing campaigns, and support tools that empower partners to succeed. At the same time, marketing efforts should directly engage end-consumers to build demand and loyalty for the brand, utilizing strategies like social media outreach, influencer partnerships, and direct-to-consumer advertising.
BIFURCATED Marketing Channels
Driving Demand with Bifurcated Marketing Channels
Challenge
An international manufacturer entering the US market needed to develop marketing channels for both its B2B customers and the end-consumer to whom the service would be delivered. Adding to the challenge was the fact that the B2B customers would purchase the device that would deliver the service to the end-consumer. Although the marketing tactics utilized would be different for each channel, they had to work together and complement each other in order to achieve brand awareness and generate demand.
Solution
The company tailor its marketing strategies to address the unique needs of each audience. For B2B partners, the focus was on educating the audience on how the product could be added to the partner’s business to differentiate itself from the competition affording the opportunity to increase sales. This was accomplished with educational webinars, and marketing collateral that could be provided to the end-consumer. At the same time, the company launched marketing tactics aimed at building brand recognition and demand by the end-consumer through social media outreach and influencer partnerships. A consumer-facing website was developed as part of the end-consumer marketing strategy, and included a B2B portal that provided entry into content for B2B partners.
THE RESULTS
By aligning these dual strategies, the business launched a seamless ecosystem to allow business partner to increase sales by stimulating brand recognition and driving demand among end-consumers. The use of social media and influencers was one of the key factors that led to adoption of the service by consumers in the US. The initial market entry approach was so successful that the company launched 2 new product extensions within a year of entering the US market.