B2B-portal is an electronic platform for bidding between dealer and buyers – legal entities. B2B-platform allows you to partially or completely remove the burden from the call-center, sales managers, sometimes even the marketing department and accounting – the bidding and ordering process takes place online without a large number of intermediaries.

The difference between the wholesale portal and the retail store

Pricing policy

In contrast to B2C sites, which usually offer certain prices for a product or service for all users, B2B portals have a different pricing policy – it is most often tied to the history of interaction with the client company and the volume of the purchase. The site places a base price as a demonstration price, which is adjusted for customers after authorization on the site and when placing an order.

The appearance and functionality of the site

A user looking for B2C merchandise should be attracted by bright product cards, a variety of photos and videos, and a detailed description – this can be a major factor in making a purchasing decision.

Customers in the B2B segment usually have little time and many tasks, so the site space is organized more laconically: the type of catalog is often tabular, and the price lists for services and products can be uploaded in a convenient format (.xls, .pdf, etc.).

Automation of the legal side of the process

Speed and convenience of the transaction is important both for the seller and the buyer – so the portal should provide a convenient workflow. It should be possible to draw up an agreement, an invoice and exchange necessary constituent documents without using fax or e-mail.

Focusing on long-term cooperation

The main source of income for the portal owners are not single clients, but loyal partners who make orders regularly and in predictable volumes. It is important to build strong and trusting relationships with partners, as well as to offer discounts and bonuses for subsequent orders to make cooperation permanent.

The long transaction phase

Compared to B2C purchases, business-to-business deals are characterized by a long lead time – going through countless approvals at each of their stages. Ensure that the personal manager assigned to the client is competent enough to support at all stages and provide expert advice on the company’s services.

Marketing strategy for B2B-portal

Internet promotion of B2B-portal is primarily aimed at creating an expert reputation in the market and attracting loyal customers who can bring the company a large income. The target audience makes informed decisions, which are often the responsibility of not just one person, but a working group. That’s why it’s important to create a well-thought-out marketing strategy.

Market analysis and competent USP

First of all, you need to understand who your customer is and how they behave in the marketplace:

• whether you are targeting a specific market segment or your product is universal;
• who your main competitors are and what your differences are;
• What problems your customers face and how you will help to solve them.

Having answered these questions, you can form SPM – a unique selling proposition – and determine how to position the company in the market.

Content marketing

Quality content is one of the most useful and effective ways to attract customers to your B2B website. Analyze the demand in your topic, make a content plan that includes the following areas:

• Communicate about the product – its features and benefits;
• tell about the ideas and business strategies that your product will help to implement;
• inform about promotions, changes in the assortment.

You need to track effectiveness in order to adjust your strategy and create the most useful materials for your partners.

Promotions and discounts

In the field of wholesale purchases bonus programs are no less important than in the retail segment. Seasonal promotions, liquidation, discount offers can influence the client’s decision on cooperation, because due to the large volume of purchases even a small discount on a unit of goods can greatly reduce the total amount.