The Journey of B2B Platforms



Today's modern technology greatly facilitates sales prospecting. Although it took a very long time to get to the point where we are now, we can enjoy benefits such as predictive and prescriptive lead scoring technology, which can recommend the spot-on companies for you to reach out to and the right time and the right way to get in touch with them.

The origins of B2B marketing have their roots in the 1800s, with the publication of the magazine "The Forrow" by John Deere, which instructs farmers about the latest techniques in the field of agriculture, and the American Railroad Journal, issued for miners and manufacturers. 

As another example: quite early in time, in 1886, the first official Yellow Pages directory was created. When the printers ran out of white paper, they used yellow ones. This is how the Golden Pages were born! Because Yellow Pages contained a list of phone numbers of people and companies, it was of great use to salespeople looking for new prospects in their area. 

B2B marketers focus on very niche markets where buyers are more concerned with their connection with their buyers than with the price.

Before the dawn of the Internet, b2b marketing essentially consisted of: conventions and exhibitions, trade catalogs, direct mail, advertising to the final client, and visits to their offices. 

But in the 90s, it was really when sales prospecting took off, thanks to the World Wide Web, which made available to salespeople from all over the world, direct access to millions of companies and their web profiles.

As consumers moved online, B2B marketing channels focused on: email, social media, websites, digital advertising, and Q&A forums. 

At its essence, B2B sales and marketing will always involve some type of competitive tendering process with customers, which demands significantly close digital and physical relationships with customers.

One of the B2B marketplace pioneers was the platform Alibaba, launched in 1998 by a former English teacher, Jack Ma, enabling Chinese SMBs and wholesalers to find clients overseas. Before that, in 1995, eBay was one of the first companies to create and market an Internet website to match buyers and sellers of goods and services. 

A bit later, in 2003, LinkedIn was launched. Reid Hoffman developed this professional social media platform in his living room. Today, LinkedIn is the world's largest online social media platform for business people and companies to connect and network. 

The entire history of the evolution of online platforms is vast and very comprehensive. 

Over time, these online markets have become a tool we use daily, almost without realizing their importance, becoming an instrument that makes our lives and businesses easier!

Salespeople can now select their targets based on criteria such as sales triggers, buying intent, social media presence, and so many others.

The number of digital sources suffered a massive explosion, with platforms such as procurement and marketplaces being the salespeople's choice! 

By highlighting B2B markets, companies are laying the foundations of a new type of trade characterized by transparency, choice, and resistance.

To be an online presence during the times we're living is a must-do. The general benefit of online marketing is that it promotes sales because social media aids in stimulating leads and identifying prospective clients. Positioning your products online determines to appear appealing to your prospects while building and maintaining partnerships with them. 

Eastlink BV is one of those platforms dedicated to helping your company find new customers, helping your department find new projects and suppliers, and eliminating the obsolete stock you might have by developing a solid knowledge in the maritime sector over the years! 

In conclusion, B2B marketers will remain one of the business's most agile and forward-thinking professionals.