The world of high-tech B2B/B2G is characterised mainly by the technological level of the “products” and “offers” and the fact that its customers are primarily private or public organisations and not individuals. It therefore incorporates the specific features of high-tech into the general B2B/B2G context, which may not necessarily involve advanced technology.
Engineering and technical culture dominate at all levels, and altough there has been a increase in graduates from other backgrounds, it is essentially “a world of engineers doing business with advanced technology“.
Other characteristics, commonly found in the broader public high-tech industry also apply to professional high-tech such as international competition and locations, extensive supply chains, extended market chains ranging from the manufacturer of a component to the user or operator of a complex system, including manufacturers of air, rail or naval “platforms”, links with public or private research laboratories and, in general, with a whole “sectoral ecosystem”, emphasis on innovation and intellectual property, and the duration, cost and risks of technical developments, the long life of products, the variety and sophistication of customer services, the sale of standard or customised “solutions”, sometimes large contracts or major “programmes”, reinforcing a strong “project culture”. In a word, combining technical excellence and profitable business is the major challenge for all B2B/B2G high-tech companies.
This section provides insights into the specificities and unique features of the B2B/B2G high-tech world.
In any company, sales activity can be carried out in different ways depending on the complexity of the sale and the cost of the sales structure. Some sales methods are particular to the B2B/B2G world.
Project-based selling or project trading is a particular business modality that is common in B2B/B2G high-tech, but not exclusively.
Business development is often mistakenly confused with business development or business development, perhaps because “selling” is not considered prestigious enough. Yet in technology, business development is a particular activity distinct from both sales and marketing, although it may sometimes be housed in one or the other. So what is business development in technology?
Many of the high-tech B2B/B2G technologies are dual-use, i.e. they have both civilian and military applications. This duality has consequences in several areas.
The Technology Marketing Academy blog has been created by a group of consultants and trainers who collaborate for more than ten years with the largest B2B/B2G High Tech companies in France and abroad. ont enseigné dans les plus grandes Business Schools. Il est coordonné par Valérie BERTHEAU, Group Product Policy VP, Thales et Présidente, 3AED-IHEDN et par Michel PERRIN qui a enseigné le marketing technologique et le marketing digital à l’Executive Education d’HEC Paris durant près de 15 ans.
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