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How Does a Marketing Strategy Differ Between B2B and B2C Companies?

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The difference between B2B and B2C is its clientele: B2C businesses are aiming for customers, B2B businesses are aiming for other businesses. A clothing store is B2C because it’s aiming for customers, but the clothing brand looking for a shop to sell their items is B2B.

As a business owner, you know this, and you’ll therefore know that you’ll need to tailor your marketing campaigns to reflect this. There’s no point in selling your amazing B2B software product on Times Square to a bunch of tourists. That’s the B2C market. However, taking the steps to tailor your marketing strategy is the part where a lot of businesses get stumped. Take a look at our suggestions for how you should differ your marketing campaign depending on if you are a B2B or B2C business.

The tone is more blunt

When it comes to B2B marketing, you’ll want to do some research on the language getting used. In B2B marketing, you have to prove that you know what you’re talking about and that starts in the lingo. Understand the terms, the acronyms, etc. and demonstrate that you can use them correctly.

This feeds into the wider idea that the tone is very different between B2B and B2B marketing approaches. B2C customers are going for the Mad Men approach of trying to convince customers, usually through low-level emotional manipulation, that they want these items in their lives. E.g. Time with family is very important so capture it with a Kodak camera.

B2B is very much more about telling the industry that you are the biggest and the baddest, or that you have something very innovative that the industry has never seen before. You’re not telling any desk jockeys that their lifestyle will be greatly affected by your product, but instead point out how efficient the item is and how it makes life easier. It makes for a much less fluffy or dreamy approach to selling for something more straight to the point.

Focus on presentation and deliverance of your products

As we’ve gone over, the point of your marketing campaign is less about the “message” of your item and more about the item itself, so that means proving that your product is in fact the best. You can work with a content marketing service to put across the point that your product or service is the one that clients want to go with.

This means focusing on your positioning. Put together a SWOT analysis to determine your Strengths, Weaknesses, Opportunities and Threats and then work on how to incorporate or tackle them in your marketing.

The relationship you’re building is different

Marketing is all about building a relationship between you and who you are marketing to. Somewhat ironically, this relationship is a lot more personal and important in the B2B industry. Customers buy an item and the item “changes their life” and unless they really love the item, they aren’t likely to think about the brand again, whereas B2B relationships are a top priority. Things like pitching, meeting, etc. offers a lot more opportunity to buy the item and create/maintain a relationship with your client.

Pursuing a relationship with your clients allows you to separate your business from others. You can build your brand, express your priorities as a brand and endear yourself to your clients.

This is all particularly important because B2B brands are looking to develop leads. Repeat customers are often influenced by the product itself, but B2B repeat or ongoing purchases can be achieved through incentives such as B2B loyalty programs.

Maintain open communication

The best approach with B2C businesses is to not overcomplicate things. Narrow all the best elements of your items into a few good selling points and hammer them home. On the other hand, the B2B approach is to keep communication between the two businesses open. You can then, as the seller, give more examples of how your product is the right fit for the buyer. There has to be a fully informed decision-making process in place in order to entice clients into deciding that this product or service is what’s best for their business when they take into account all the elements of their own business, like operations, employees, compliance, etc.

Niche versus funnel

The main difference between B2B and B2C is the size of the market. A B2C company works in a much larger-scale market with a target that can spread across the globe. Whereas the B2B market is a lot more contained. This means it lends itself more to a niche, or making the product or demographic stand out by showing what it’s doing differently.

If you were to follow the sales funnel instead, the B2C market would see them travel through awareness, interest, consideration, intent, eval, and finally buy. But the B2B sales funnel stops at awareness, interest, desire, and then action.

One thought on “How Does a Marketing Strategy Differ Between B2B and B2C Companies?

  1. I just want to go from A to B

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