B2B and B2C Marketing–Differences Every Marketer Should Know

The digital Marketing world is familiar with the terms B2B and B2C  Marketing but it is highly unlikely that they will know the B2B and B2C marketing strategies! While B2B (business-to-business) strategies focus on process-driven purchasing decisions, B2C (business-to-consumer) focuses on purchasing decisions based more on emotion.

Though there seem to be similarities between the two marketing types – B2B and B2C, Marketers have to implement their strategies in such a way to capture the attention of two distinct audiences.

Introduction to B2B and B2C Marketing

The full form of B2B is business-to-business. In this type of marketing, other businesses are the customers of the company business. Such companies dedicate their marketing efforts to cater to the interests and challenges of other businesses. A glaring B2B marketing example is that of an interior design agency that designs office spaces.

The full form of B2C is business-to-consumer. In this type of business, it is mainly individuals who are the customers for company business. These companies dedicate their marketing efforts to cater to the interests and challenges of people in everyday lives. An example of B2C marketing that can be cited is that of FMCG companies that sell oral care products like tooth-brushes and tooth-pastes.

The Intersection of B2B and B2C Marketing

A company may have both B2B and B2C initiatives running in parallel, and so we may often come across instances where both these marketing strategies may cross or intersect each other. This can be explained by taking the example of an interior design agency that may design office spaces for other businesses (in this case it becomes B2B marketing) and design the rooms of home-owners (in this case it becomes B2C marketing). Another example that can be refer as that of an FMCG company that may sell toothbrushes and toothpaste to individuals (in this case it becomes B2C marketing) and sell them to dental clinics (in this case it becomes B2B marketing).

Read Other Article: How To Choose B2B Lead Generation Companies?

B2B and B2C Marketing Differences that Marketers Should Know

The digital marketing agencies who serve B2B as well as B2C businesses, it’s essential for their marketers to understand the differences in marketing strategies for both these business types. And they differ concerning building relationships or strategizing communications. Understanding the differences can help marketers to accordingly develop high-performing marketing strategies. Let’s figure out major B2B and B2C marketing differences below.

Customer Relationships

In B2B marketing, relationship building plays a crucial role, especially during the buying cycle. The top priority of B2B businesses being to generate leads and drive long-term relationships, it needs to focus on building personal relationships due to the importance of generating repeat and referral business.

In B2C marketing, the major goal is to induce consumers to buy products on the website of the company or its affiliate to drive sales. The B2C marketing strategy revolves around selling the product with the maximum time consumed on delivering high-quality products at competitive prices in the shortest time possible.

Target Audience

B2B businesses thrive in a niche market. Therefore is becoming necessary for any marketer to understand the demographics of their target audience. Compiling and analyzing accurate data is an effective way to attract the audience in a B2B environment. As lead generation is the major goal for B2B marketers, they need to build a top-of-funnel prospect list. An integrated re-marketing and lead generation marketing funnel can follow this.

B2C businesses have a larger-scale market and thrive in a much more spread-out area. So, marketers heavily depend on and follow the marketing funnel to gain their customers. Beginning by pushing emotional advertisements at the top of the funnel can create a wide net to gain some qualified top-of-funnel leads. Analyzing the demographics of the top-of-funnel leads can help to generate the warmest lead list to generate sales.

Advertisements

B2B businesses usually prefer to purchase services or products from an expert–an expert who understands their terminology and processes. So it becomes most important for B2B businesses to speak in a similar language that their target audience likes to hear! For example, to sell costly software, the B2B business should focus on building confidence in the prospective customer. Emotions should not come in the way, as any business that intends to buy the software will always do so to improve the overall performance of their business.

B2C businesses usually need to evoke an emotion in the consumer. Therefore, they must use a voice that entices prospective consumers to click on an advertisement. In B2C businesses, you need to use a straightforward language that speaks in the customer’s voice. We should avoid industry jargon that turns away any customer.. Anyone wanting to buy a bike will take less time to decide on business planning to purchase a piece of highly priced software.

Decision-making Process

B2B buyers are meticulous and calculative in their decision-making process. A committee takes the purchasing decisions. It also involves various departments like procurement or accounts for the approval of the purchases. Thus it’s a long chain that B2B marketers have to deal with!

B2C buyers involve their emotions, and it bases their purchasing decisions on their desires. B2C buyers are more dependent on their gut feeling when they buy something. As they are not accountable to anyone, they are independent to take their own decision to purchase. And a brand that tells them a promising and rosy story propels them to take a quick decision!

Return on Investment (ROI)

B2B customers seek efficiency and expertise. Therefore, the B2B purchasing process is driven more by logic and financial incentive. In short, any business before buying a product or service from other businesses is likely to analyze the Return on Investment (ROI) for their business.

B2C consumers mainly seek offers and entertainment.

We observe that B2C purchasing is driven more by individual emotions. The individual, unlike a business entity, is unlikely to analyze the Return on Investment (ROI) for themselves.

Conclusion: B2B and B2C Marketers have Unique Problems

As seen from the above B2B and B2C marketing strategies, the B2B and B2C marketers have unique problems to deal with. B2B marketers are often faced with a lack of content along with the time to create it.

On the other hand, B2C marketers have a bigger advertising budget and also have other means to spread their word.

But whatever differences the marketers face, the ultimate goal of both the types is to generate leads – that’s where their success lies!

To sum it up, despite all the differences, whichever side a marketer works on, it is common knowledge – all marketing is person to person. If you are unsure of your marketing strategies, it’s highly recommended to take expert advice

or hire the services of a professional consultancy.

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