Trade marketing: learn how to use it in your B2B sales strategy!

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Trade marketing is a strategy widely used by B2B companies to gain more visibility in the market and increase sales. In general, it is usually carried out by the sales team, together with the marketing team, working closely with the network of suppliers that the brand uses to reach its customers.

Key takeaways from this article:
Trade marketing is a B2B sales strategy that focuses on executing actions that aim to bring more visibility to the solutions offered by the brand.
This tactic not only depends on collaboration between marketing and sales teams, but also on a solid partnership between businesses and the distributors of their products.
To create a solid strategy, the trade marketing professional must analyze market data , manage sales channels and also manage teams.
A trade marketing strategy depends on a structured sales process to work. Learn how to create one from scratch and what its main steps are .
In fact, trade marketing is a tactic that works and has been around for quite some time. The best part is that it’s not that complicated to adopt in your business. Still have doubts? Then keep reading, because in this article we’ll explain:

what is trade marketing;
how the strategy works and its benefits;
who is the trade marketing analyst;
practical tips on how to adopt it.
Don't waste time and check it out!

What is trade marketing?
Trade marketing is a strategy that integrates sales and marketing forces, aiming to bring more visibility to a company's products and/or services. The tactic is also commonly called B2B marketing , as it is widely used by businesses that sell to other organizations.

Here, actions are implemented that expose the brand in sales channels in a strategic manner, seeking to increase visibility and, therefore, attract the attention of potential customers.

Additionally, trade marketing helps improve the company's positioning in the market. After all, the more consumers see the brand exposed, the greater the chances of them remembering it when they need the solutions it offers, right?

The focus here is to reach the customer using partnerships with suppliers and planning actions aimed at increasing demand for the company's products and/or services.

It is worth noting that trade marketing can be used in both the physical and digital environments.

In physical stores, strategies focus on displaying products, as well as promoting them and providing them with promotions.

In digital, this occurs through advertisements on strategic pages and even the organization of the telemarketing leads, egypt telephone number data sales page, so that the consumer can easily find what they need, including obtaining personalized recommendations.

>>>> You may be interested in: How to use digital marketing for sales and increase brand reach?

What is the objective of trade marketing?
The main objective of trade marketing is to increase sales . At the same time, the strategy favors the strengthening of the brand in the market. This means that it makes the company stand out from the competition through strategic exposure.

Additionally, trade marketing can help the business choose the most suitable distribution channels for its solution, considering those that its buyer persona visits most.

As a result, there are several benefits for companies that adopt this tactic, such as:

increased profits;
more visibility for solutions;
creation of a competitive edge.
The result is that the brand's chances of dominating the market and becoming a reference are greater, since it is seen more. Is that clear?

Now, it's time to see what a trade marketing analyst does. Let's go!

>>>> Take the opportunity to read: differentiation strategy — learn how to beat the competition through a differential

What does a trade marketing analyst do?
The trade marketing analyst may be responsible for:

monitoring of indicators;
creation of action plans ;
data analysis;
management of channels used in the strategy;
search for new opportunities for exposure;
team management.
In general, these professionals usually have experience in the areas of marketing or administration and need to be able to analyze and understand the data collected to outline effective strategies.

How to use trade marketing to boost your business?
So far, you already know what trade marketing is and what the objective of this strategy is, as well as its benefits. So, how about applying it to boost your business sales?

Know that this process is not as complicated as it seems. Just follow these 4 tips to the letter!

1. Study the market
Studying the market in which your company operates — and its niche — is an essential step, as it allows you to identify who your brand’s target audience is. That is, who buys from it.

From this, it is possible to discover which purchasing channels the customer usually uses, which tactics are used by their direct competitors, possible actions, etc. This process helps to direct planning in the right direction.

2. Discover the distributors’ needs
The second step is to find out what your distributors are looking for. Remember: the trade marketing strategy depends on joint action between the brand and distribution centers to work.

Therefore, we recommend talking to these sectors to understand what type of customers they serve, which others they want to reach and what they expect to receive from partnering with your business.

Once this is done, focus on aligning your objectives. This will ensure that your company and suppliers are on the same page, avoiding problems such as supply shortages, for example.

3. Create an agenda of actions
The third tip for creating a good trade marketing strategy is to create a schedule — a calendar — with all the actions you plan to take. And don’t forget to detail the types, dates, people responsible and the budget for each one.

This makes it possible to create a more solid and diversified action plan. For example, creating a mix of promotions on specific dates and product presentations at distribution points, including combining them with digital marketing strategies.

4. Monitor results and make adjustments
Finally, we obviously need to mention monitoring results. After all, how else can you find out if your strategy was successful or if it was a total failure and therefore needs to be revised?

In this case, we recommend monitoring the main sales indicators , such as conversion rate and average ticket. Take a look at other sales indicators in this infographic:

trade marketing
In addition, it is necessary to closely monitor sales results. And for this, we recommend using a CRM, such as Agendor .

The tool not only facilitates this process, but also the planning of actions, with the creation of sales funnels, personalized reports and much more.

Are you curious to try it out? Then sign up and start using the CRM with the best cost-benefit in Brazil!