Usage of CRM-marketing tools in B2B and complex markets

Komarova Anna Alekseevna, Stepankov Georgy Alexandrovich

In the scientific work, the tools of CRM (Customer Relationship Management) - marketing, which allow the efficient use of the Internet as an additional channel for attracting customers, are examined. The nature of business relations in B2B, B2C, B2G, G2B markets can be quite different, which entails a certain specificity in the use of marketing and advertising tools. The characteristics of complex markets are described, such as: a long transaction cycle; the large role of the human factor in making purchase decisions; large amount of average check. CRM marketing refers to the concept of doing business through marketing communications, a set of applications connected by a single business logic and integrated into the corporate information environment of the company (often in the form of an add-on over ERP) based on a single database, built on the use of unique knowledge about existing and potential consumers through the creation of large databases (BIG DATA) with maximum segmentation, the purpose of which is to provide as personalized content as possible to each client Comrade. when using CRM-marketing technologies, the sales manager receives all the information necessary for him, including the behavioral characteristics of an individual belonging to a certain segment of the target audience. The Internet is currently the main driver of media consumption growth in Russia, and companies selling their goods and services on the B2B market are actively interested in fully utilizing this media channel for business interests, as a result of these processes progressive changes are observed in traditional promotion schemes.

Keywords:CRM-marketing, B2B markets, Internet advertising, promotion on B2B markets, instruments of CRM-marketing, raising of sales on B2B markets, advertising on B2B markets.