ownership, and also enabled its customers to use the innovative product in their own
environmental programs. As a result, Philips has created a new, fast-growing market
for their business. The lamp Alto have replaced a quarter of the fluorescent ones, which
were actively used in places of general consumption in the USA (Philips, 2018; Kim,
2005).
Thus, the analysis of those who, apart from the traditional target audience, may
be interested in the new technology, allows companies to see new ways to increase the
perceived value of the product, as well as to find new groups of people that can
influence the decision to purchase.
Similarly to the way as e-commerce has changed the consumer market (B2C-
market), information technologies are making significant changes today in the work of
industrial companies. Surveys show that business customers, as well as individual
consumers, are increasingly using publicly available information, as well as social and
professional networks for self-diagnosis of problems and forming opinions on their
solutions. Thus, a survey of CEB's Marketing Leadership Council showed that, on
average, a B2B buyer takes 50% of their decision before contacting a sales manager
(Council, 2012). The upper limit of this indicator was 70%. According to a
study by Boston Consulting Group, in 2010, consumers of the B2B market in China
previously searched the Internet for the goods $ 100 billion worth that were purchased
later (Boston Consulting Group, 2012).
Big demand for new technology today forms the agriculture, which aims not only
to improve the yield and milk yield, but also to solve global challenges, such as hunger,
climate change, water management, etc. However, the introduction of technologies
here is uneven. As a rule, only the largest agro-holdings can afford to use the latest
software, innovative equipment, and invest in scientific development. Despite the fact
that the largest international agricultural holdings such as Cargill, Monsanto, Syngenta,
DuPont, CHS, Kernel and others have provided themselves with billions of annual
turnover, all these successful players in this market have an interesting feature - this is
their site.
Discussion. At the same time, social media, blogs, search engine optimization,
as well as functional websites and user-friendly interfaces, are traditionally not
considered by companies as important factors affecting B2B sales (Kissmetrics,
2018). Deepening in the study of these factors, J. Bullas found that the rate of quality
content tops the list and the demand for quality content has grown significantly in the
B2B sector. Companies that fail to develop the necessary competencies in this context
risk losing consumer awareness of their product, which inevitably entails a decrease
in sales volumes. In order to form the desired opinion of a potential customer about
a new technology, sales managers are obliged to implement the relevant content in
the process of finding information about it (Pfanstil, 2018). Therefore, to create a
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