Marketing of B2B System Performance Tools for Commissioning Company 24Apps

Abstract

Marketing materials for IT-companies and services are often filled with industry specific language and jargon, which is redundant to the average customer. With B2B purchasing decision making often falling on shoulders of individuals unfamiliar with the topic at hand, the need for marketing materials which shift the focus from the technical to the practical has grown. This need was the driving factor in commissioning company 24Apps seeking a marketing perspective for the creation of marketing materials for their partner company eG Innovations’ services in the form of a white paper. The objective was to produce a marketing material, in English, which could be utilized in both digital and physical marketing. The theoretical framework was created accordingly, with an emphasis on B2B aspects of sales, marketing and the white paper. With the knowledge acquired from the analysis of literary works of the theory and analysis of the companies’ current marketing materials, drafts of the final project were made and presented to the commissioning company, from which the company chose the best fit. The project will be utilized in B2B marketing of services and benefit stakeholders on both the seller and buyer side of the sales transaction. The conclusion of the thesis project suggests that the creation of a clear marketing plan and brand identity in marketing is a key element in selling a product in the B2B market. Future project suggestions include the creation of a cohesive marketing plan that can be utilized to market and sell all the company’s products and services. The final project outcome is included in the appendices.