PROJECT MARKETING IS THE MARKETING MANAGEMENT THAT SUPPORTS COMPLEX SELLING
Project Marketing is the market intelligence management that allows you to understand the “cartography" of the complex market of any industrial project. This intelligence is the basis for the consultative sales carried out afterwards directed to the different actors involved in the project.
These actors are, among others:
3. Regulators (normative).
4. Intermediaries (integrators, distributors, dealers, etc. ).
The industrial marketing of progressive B2B companies should be able to develop the methodology for project detection at an early stage, to analyze the characteristics of the project, to assign project for sales personnel, to determine potential for cross-selling, to allow for a systematic monitoring of the consultative selling management, to support the consultant seller during his/her technical visit to the different actors of the project. And of course, to determine the price to be quoted.
The knowledge captured by marketing should not only be limited to project searching and detection, but also to the analysis of customers' behavior during the sale, and afterwards.