B2B marketing is deeply complex and often nebulous. How does your business connect with its target audience? How do you signal that your product is valuable and reliable? For many businesses, answering these questions feels like a guessing game.
Some find an answer with the traditional four “Ps” of B2B marketing: product, price, place, and promotion. This list often leaves out the practical aspects of B2B marketing: people, process, and physical evidence. These seven Ps are the key to connecting with your audience, and you can support each one with a third-party logistics (3PL) provider who specializes in strategic fulfillment processes.
The 7 Ps of B2B Marketing and the 3PL Provider Advantage
Partnering with a 3PL provider can enhance each of the 7 Ps of B2B marketing. Here’s how.
1. Product
The core of all B2B marketing is the product your business is offering. Your branding, advertisements, and homepage will all be centered around this product, so you need to convey its quality visually, even if it’s something intangible. Ideally, the product should provide a solution to a problem affecting your target audience. This enhances its appeal and gives it a unique identity in the marketplace.
A 3PL provider can enhance your product’s appeal by ensuring it’s delivered on time and in perfect condition. This doesn’t just ensure the product works properly. It also shows the customer your business is committed to quality and efficient service. These qualities are vital, especially in the competitive world of B2B e-commerce products.
As a 3PL provider, ProShipper protects your products with careful packaging and handling during transit. We make sure your customers get exactly what they ordered as soon as possible.
2. Price
Competitive pricing is one of the most important Ps of B2B marketing. If the price is too high, customers won’t be willing to spend on your business’s product. If the price is too low, they’ll likely see it as a sign of low quality.
Competitive pricing strikes a perfect balance between the two, communicating value without making that value unreachable. Market research into the cost of goods, market demand, and competitor pricing can help your business find the right price for your product.
3. Place (Distribution)
In the world of B2B marketing, place refers to your business’s distribution channels. Your product has to be able to reach its target audience, and even more importantly for your marketing, your audience needs to know that it can reach them. Start by considering your business’s geographic coverage and channel partnerships. Its online presence should then reflect these factors so that customers can see them.
4. Promotion
With the first three Ps established, your business has the foundation it needs to begin promotion in earnest. Effective promotion that uses product, price, and place can generate leads and drive sales in a way that little else can. Your business can do this through channels such as:
- Content marketing
- Social media
- Email marketing
Each of these channels represents a unique opportunity to promote your product to its target audience. Coordinating a unified marketing plan across each one can take that reach even further.
While a 3PL provider like ProShipper can’t directly affect up-front promotion, we create a seamless customer experience on the back end. We don’t just handle your packaging. We also process customer returns and ensure goods are delivered on time. This leads to happier customers and better online reviews, which are essential for promotion.
5. People
The best promotion is powered by people. Without a skilled and motivated B2B marketing team, your business’s promotional efforts will struggle to connect with consumers. You can solve this problem by investing in regular training and development. This will help your marketing team use emerging techniques and technologies in their promotional materials, which makes all the difference in a crowded market.
6. Process
From lead generation to your B2B order fulfillment process, your business’s functions are a core part of its appeal. They’re directly tied to the quality of your product and delivery mechanisms, which both affect your marketing. Well-defined processes also decrease costs and improve operational efficiency, making pricing more flexible. Mapping out each of your key business processes can help you identify opportunities for improvement.
Many businesses start by outsourcing fulfillment. An expert 3PL provider like ProShipper helps streamline your B2B e-commerce process by reducing errors and improving delivery times. We take things a step further with our powerful warehouse management system. This system gives your business real-time inventory tracking, order syncing, and performance visibility. It’s also compatible with your sales channels and numerous e-commerce platforms.
7. Physical Evidence
Case studies, testimonials, product samples, and other pieces of physical “evidence” prove that your product is trustworthy. They’re an indispensable part of promotional efforts and form the core of a reliable, professional brand image.
Put together this proof where possible. A review tab on your business’s website is a great place to start. You can even build articles around the positive impact of your product on another business.
The Unique Advantage: How 3PL Providers Supercharge the 7 Ps
A 3PL provider does more than ship your product to customers. It amplifies each of the 7 Ps of B2B marketing so your business can reach more customers.
- A 3PL provider makes your product more accessible, enhancing its appeal.
- A 3PL provider reduces fulfillment costs, making your pricing more flexible.
- A 3PL provider expands your distribution network, opening up new places.
- A 3PL provider follows through on promotion by delivering intact goods and handling returns in a timely manner.
- A 3PL provider frees up time and resources so that your marketing people can develop new skills.
- A 3PL provider optimizes your B2B e-commerce business process, reducing costs and creating satisfied customers.
- A 3PL provider promotes physical evidence by creating satisfied customers, improving your product’s reputation.
Power Your B2B Product Fulfillment and Marketing With ProShipper
Choosing the right fulfillment solution can help your business achieve its goals, connect with new audiences, and get its product out there. With ProShipper, you get all this and more. We’ve been navigating the e-commerce landscape for over 20 years. We fulfill over 100,000 orders every year with speed, precision, and care. We scale our fulfillment processes exactly to your needs to maximize value for you and your customers.
Reach out today for a demo or call us at 888-354-5751!