Business-to-business (B2B) are companies whose primary customers are other businesses. These audiences are tech savvy and short on time, whereas business-to-consumer (B2C) are companies whose customers are individual consumers. Whilst there is certainly some overlap between the two strategies — and with similar marketing strategies — there is a difference in the information used to capture the attention of the two distinct audiences.
B2B Marketing
Return on investment is paramount for B2B, as this audience is more driven by logic and financial incentive. They will want to learn how this product or service will boost company profit, save money and stay competitive. A specialist B2B inbound marketing agency will look to leverage on this in their persuasion to other businesses.
Education is key for this group, as knowledge of the products they are browsing is necessary to make good business decisions to drive profit.
Content must be detailed and supply prospective clients with specifics on what a product or service can do for their business, or indeed provide them with what they need to know to be successful with your product.
There is usually a longer chain of command with B2B customers who often have to put forward a case in order to have their purchase approved. You have to supply them with all the relevant data to make that case, which in turn, means that you are marketing to more than one person. You should look to make your contact an advocate for your product.
B2B customers have a longer buying cycle to meet long-term company goals. This means that the evaluation process before any commitment to buy is often much more complex.
Sales are often done as contracts when marketing to B2B, and it is this ongoing commitment which makes it a much more significant decision for the business. Marketing initiatives should include how the users’ needs evolve over time.
B2C Marketing
B2C marketing tactics are less focused on building a relationship. Customer loyalty is obviously still highly sought after, but it is prudent to consider that this group is not seeking masses of information; therefore, the content you deliver should be restrained and to the point.
Consumers will often look for the best price and most trusted retailer when deciding on a product or service, and therefore marketing initiatives need to convey a feeling of confidence and security in the business.
Consumers have a limited grasp on industry jargon and therefore it is wise to keep things simple and relatable for entire communities. Studies have found that 83% of consumers prefer an informal tone.
B2C purchases are often emotionally driven as there is no need to gain permission for purchases, and therefore B2C customers will often rely on their gut to make purchasing decisions. The focus within this group should be to deliver high-quality products or services at the quickest rate possible.
This group also responds well to entertainment. Businesses should focus their marketing efforts on entertaining their B2C customers as they are more invested in their own enjoyment.
Once you have a firm grasp on these differences you can implement tactics that will maximise your marketing efforts for the specific group you are targeting.
