3 Ways B2B and B2C Marketing are Different
If you have worked in the marketing function of your organisation or studied marketing at university, chances are that you would be familiar with the terms B2B (Business-to-Business) and B2C (Business-to-Consumer) Marketing.
Both of them cater to different audiences, and although they have some similarities, their approaches to engage and connect can be starkly different.
Often, the key difference between the two is not just the audience itself (B2B is about businesses and B2C is focused on end users) but the process each one takes to reach the action stage.
Let’s look at three key differences between B2B and B2C channels of marketing and what you need to do as a marketer.
Nature of Purchases
B2B purchases are based on logic, can be time consuming and involve long buying cycles and relatively slower speeds of decision making by the people involved in the client company.
In a B2B scenario, a large number of people and departments are involved, so is the sum of money to be invested or spent and hence the organisational processes tend to be longer.
As a marketer, your job is to understand and accept that and create customised content and messages to communicate at every stage of the buying process, tailored for individual client needs.
On the other hand, B2C purchases are faster — can happen on the spot at the shop floor or take a few minutes, or a fortnight, at most. This is because the decision maker and the buyer is likely to be the same person and (s)he often takes a call based on the brand’s emotional appeal.
In this setting, you can create content and advertisements to spread brand awareness and create an emotional connection with your target group.
Product Information
B2B clients demand a lot of product information as purchase decisions are taken from a long-term perspective and have greater impact on the 3 P’s — People, Processes and Performances (Think RoI, cost benefit analysis,…)
As a marketer, your role is to provide genuine, detailed and up-to-date information about your product. Use product demos, give away samples (or trial period offers if ‘software’ is the core offering), share testimonials and be open to clear any queries along the way.
Usage of industry terminology and jargon is acceptable in B2B marketing, as it demonstrates your expertise and understanding of the field.
In B2C Marketing, the focus is on practical benefits and the myriad problems the products can solve, thereby bringing convenience to the customer.
The message should be therefore be uncomplicated, relatable and easy to understand, across all mediums.
Brand Building and Relationships
Brand building in a B2B context depends on the presentation of information, the communication by the selling firm and its delivery of products and services. A good, professional relationship is important as it implies that you have built trust and a favorable brand image in front of the client.
The key is to establish relationships, so that your company gets more business for the long-term. Brand building is subtle, but an important part of marketing efforts.
When it comes to B2C Marketing, branding is the key. The relationship between the customer and company is less interactive, largely due to the geographical spread and sheer size of the consumer market.
You may never know the exact reason why a potential customer did not buy your product.
Hence, your aim should be to create a memorable piece of content linked to your brand and a quality experience which ensures customers approach you and are happy to come back again.
Conclusion
It is necessary to understand the characteristics as well as differences between both B2B and B2C channels to devise marketing strategies which work for them individually. Using these differences to your advantage will require a deep understanding of the channels, industry and of course, the customers!
