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The Difference Between B2B and B2C Marketing

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B2B Marketing is a marathon

Although both B2B (business marketing) and B2C (consumer marketing) market to people, there is a fundamental difference between the two. At the core, businesses that market to other businesses are relationship driven, whereas businesses that market to consumers are product driven. Think of B2C as a sprint and B2B as a marathon.

The initial marketing strategies are typically the same for both, however, what motivates the purchase is inherently different. When companies make buying decisions, they have different needs and complex requirements than consumers. For instance, B2B markets are smaller but the sales cycles are longer (can take years depending on the product), making the relationship itself a critical piece of the sale. It is not uncommon in a B2B sale that the people (or brand) standing behind the product or service end up being the deciding factor.

No one ever got fired for buying IBM

Business marketing tends to be less emotional and more logical or rational than consumer marketing because the purchasing process and the information required for making purchasing decisions is much different. That being said, business purchases are often made with their fair share of emotion since people still have to deal with people and, at times, incredibly engaging brands (like IBM). And since B2B is relationship driven, it becomes a more personal, one-to-one process, making the emotional connection with the people and the brand just as prevalent in some situations.

B2B vs. B2C

B2B: Business Marketing
  • Company to company sales
  • Relationship driven
  • Personal negotiation process
  • Small markets
  • Long sales cycles
  • Educational activities
  • Rational buying decisions
  • Business value
B2C: Consumer Marketing
  • Company to consumer sales
  • Product Driven
  • Mass media and retail process
  • Large markets
  • Short sales cycles
  • Merchandizing activities
  • Emotional buying decisions
  • Status and desire value

Insight, Strategy, Creative, Metrics

Even though the outcome between B2B and B2C is different, the fundamental principles of marketing for both is virtually the same.

  • Marketers still have to unearth the right insights in order to successfully match the strengths of the products and services with the needs of the market.
  • The subsequent marketing strategies must position the products and services to align with the market’s buying behavior.
  • The execution of the creative, content, messaging and communication must successfully resonate with the market and demonstrate the business value to the point of making the sale.
  • Automating the marketing process and building in measurable metrics must also be implemented so that management can determine what’s working and what isn’t.

Have any thoughts or insights to share about B2B vs. B2C marketing? Let us know below or on Twitter (@SterlingKlor).


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