Café Scientifique: What you need to know about B2B Marketing


On Tuesday 21 November, Berlin School of Business and Innovation hosted the Café Scientifique 17.0 session on ‘What You Need to Know About B2B Marketing.’ Mr Hans Gerdes, Leader Business Development at Metall-Chemie GmbH & Co. KG, was the guest speaker for the session.

The session was hosted by Flavio Andrew do Nascimento Santos, Café Scientifique Coordinator and Lecturer at BSBI, along with Dr Svitlana Samoylenko, Lecturer at BSBI. For the first time, the Café session took place in the holographic theatre of Alte Post BSBI campus, witnessed by a record number of on-campus students and staff members alike. The session covered various ideas and perspectives for the B2B environment.

The session kicked off with an introduction to the definition and differences between B2B and B2C marketing, highlighting key players in the market and outlining the main distinctions between the two. Hans Gerdes shared insights into best practices for establishing trust in B2B companies and how businesses can build and maintain long-term relationships with their clients or partners. Additionally, the session provided insights into the skills and knowledge required for a successful career in B2B marketing, offering guidance on how students can prepare themselves for a career in this sector.

Hans Gerdes interacted with the students, addressing their queries with his valuable knowledge in the field, helping them gain a deeper understanding of B2B marketing and the key factors contributing to success in this field. Hans Gerdes remarked: “The main difference is when you look at the consumer behaviour of your B2B is that you cannot stimulate demand. The demand is there with the customer or the customer of the customer. You can only make sure that they buy your product, your offering, compared to somebody else’s offering.”

Flavio Andrew do Nascimento Santos, stated: “All the examples in the Cafe Scientifique for B2B are about how trust is built in this environment. Companies need to open themselves up as a company to other companies; therefore, trust has a central position in the relationship in the B2B contexts.”

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