There are several factors that make B2B marketing different than B2C marketing. Because of this, the strategies for each have to be designed and approached differently. If an integrated B2B and B2C marketing agency treats them the same, they are missing the true value of each audience that will eventually effect the ROI and your brand. Let’s explore a few key differences between B2B and B2B Marketing.
Aspects of B2B Marketing
- Relationship-driven
- Small, yet very focused target market
- Longer sales cycle with multi-step buying process
- Brand identity created through personal relationship
- Practical buying decisions based on business value
One of the most glaring differences between B2B and B2C is B2B companies rely on longer relationships than consumers do. Operationally speaking, it is tremendously challenging and costly for companies to switch vendors or suppliers each month or even each year. The more successful businesses prefer to have a dependable partner that it can rely on for a lengthy period of time.
Furthermore, the focus for a B2B company has to be on communication and relationship building using marketing activities that increase leads which can be fostered during the sales cycle. Another key aspect: B2B marketing must educate different people in the target audience because the decision to purchase involves a multi-step process that includes more than one person. There is a steady rise in the number of B2B companies using content marketing as part of their marketing mix. In addtion, B2B companies are breaking out of their comfort zone and starting to use Instagram for business marketing and also social media advertising to reach and engage their target audience in new ways.
Aspects of B2C Marketing
- Product-driven
- Large target market
- Influencer Marketing
- Social Media Sales Cycle
- Shorter sales cycle with single step buying process
- Brand identity created through repetition and representation
- Emotional buying decision based on status, desire, or price
B2C marketing primary goal is to turn shoppers into buyers. Using various merchandising activities like coupons, displays, online offers celebrity influencers and celebrity apperances and finally, freebies, it attempts to lure the target consumer to purchase a product or service. Therefore, B2C marketing campaigns need to be designed and executed in such a way that it captures the customer’s interest more aggressively and consistently.
In contrast to B2B businesses—which usually make large purchases to meet previously identified business needs—consumers typically make smaller purchases, many times to meet what they perceive as a need only after seeing the product for sale. Therefore, consumer purchases take much less time—partly due to the fact that the decision is usually made by only one person. Another key aspect: Consumers expect to benefit from their purchase, but generally don’t weigh the financial risks as greatly as businesses do.
Marketing at Dreamweaver
At Dreamweaver Brand Communication, we have a proven track record for crafting successful marketing campaigns for both B2B and B2C companies in South Florida, New York and beyond.
