Organization: vision

Companies which operate in markets consisting mainly of consumers like FMCG and the OEM markets,  have been convinced for years of the added value of marketing in their primary process. The markets which are dealing with derivatives, the so-called B-to-B markets, are more often than not insufficiently aware of the profitability of added value marketing activities for their companies.

Different speciality

Managers often apply skills and methods from consumer marketing in technical business markets only to arrive at the conclusion that marketing isn't working for their company. Or they invest in fairs and salesmen thinking this will do just fine. Marketing for industrial- and technological companies just is a totally different speciality. They supply their products or services to different companies, which leads to different marketing methods and skills. That's why industrial marketing is a speciality.

Making the right choices

Marketing in technological companies focuses more on marketing strategies than on marketing communication. Choosing the right product/market combinations is crucial to mobilizing your resources effectively. The unconditional focus of your employees in creating value for your clients is a very difficult process. After all, it is quite tempting and easy to revert to your own insights, experience and skills isn't it? Creating added value for your client is a necessity, but appropriating this added value through optimal price fixing is an extremely difficult proces in many companies. The power of marketing is being aware of the client's right value drivers and effectively linking the competences of the organization. Although this  is a difficult process, support from specialists really pays off.

Three cornerstones

STEM Techniek en Marketing has set up three cornerstones, which will bring you a few steps closer to operating market-oriented: