Differences For B2B Versus B2C Marketing

(By Gil Gerretsen) Over the span of my career, I have observed an interesting tendency among businesses that sell to other businesses. That tendency is to talk in a business voice rather than an interpersonal voice. They seem to forget that there is always a human behind every business purchase.

That said, there are some key differences between how you formulate a business to business (B2B) strategy versus a business to consumer (B2C) strategy. This article will highlight some of those and help you create a solid marketing presence for your B2B company.

Understanding Key B2B vs. B2C Differences

B2B marketing isn’t a similar game at a different level; it’s a completely different sport altogether. Here’s why:

1) B2B is more complex. By the very nature of it's products or services, the message is less straightforward. While offers for consumers are usually not very technical, the offers for businesses generally require more complex information and understanding.

2) B2B has a longer purchase cycle. Because the financial cost and impact is greater, there are often multiple people involved in the decision or it requires more extensive review by an individual. B2B purchases are rarely a whim purchase.

3) B2B impacts more people. When a company buys a product or service, it changes how the company will do what it does. As a result, the company must evaluate both the short-term as well as the long-term implications.

4) B2B marketing is tougher to track. Since sales cycles can be very long, it can be difficult to know which marketing tool or platform initiated the interest or which produced the beneficial end result. Often, it is a blend of multiple marketing tools.

Understanding Key B2B vs B2C Similarities

B2B marketing may be a different sport, but there are still foundational practices and principles. Here's why:

1) Both B2B and B2C need to focus on buyers. Never become a megaphone to talk about yourself over and over. Rather, focus on the frustrations and pain points of the people who might need and want what you have to offer.

2) Both B2B and B2C must understand the community they serve. You can't connect and bond with buyers if you don't know what makes them tick.

3) Both B2B and B2C are not a one-way street. You must engage and have meaningful conversations with your buyers. All business is ultimately about mutually beneficial relationships.

4) Both B2B and B2C require you to pay attention. You must study trends and changes in your community. You must know what's going on and how it is affecting them.

Understanding The B2B vs B2C Landmines

1) Not communicating the right things. B2B marketing is about relevance. B2B companies can't be boring but should be different from entertainment oriented B2C companies. You can safely deploy complex and technical information if you are confident your community values it.

2) Not being relevant. B2B marketing must be cross-functional. You must leverage your sales teams and customer service teams to help you actively understand your community's current thoughts and worries. The world is constantly changing and you must be on top of those changes.

3) Not being in the right places. B2B marketing is about meeting your community where they are. Your style must be appropriate to that venue or platform. There are often sub-cultures that you must know and address.

4) Not having a diversified presence. B2B marketing requires a well-developed action plan that includes tactics for word of mouth campaigns, publicity campaigns, advertising campaigns, direct promotion campaigns, and networking / referral campaigns.

Understanding The Bottom Line

Building a B2B marketing strategy isn’t a one-and-done process, it’s a constantly evolving and recurring one. As your business grows and your skills expand, you can continuously adapt to shifts within your target community. It's important to routinely reflect on what has changed, what is going right, and what can improve. Build it into your monthly calendars.

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