Both Business-to-Consumer (B2C) and Business-to-Business (B2B) marketers seek to attract the attention of the target audiences, but these audiences are completely diverse. Moreover, although average marketers understand the differences between target audiences, they may not be aware of the differences between B2C and B2B marketing strategies.
1. Simple Language vs. Industrial Jargon
Usually, communication with consumers should be relatable and accessible for different target groups. Using simple language in this case will allow marketers to convey information to all potential buyers. On the other hand, communication with business often requires the use of specific terms and industry jargon, which increases the readability of information for potential recipients. Such jargons could be incomprehensible to a non-professional, but they could become the basis for effective and open communication with ideal clients.
2. Decision Drivers
Another subheading for this point could be Logic vs. Emotions. The B2C audience is usually triggered by emotions, while B2B clients usually select a supplier based on specific cases and requirements. Therefore, business oriented marketing strategy should appeal to logical drivers, as B2B clients often have to get approval for the deal from several stakeholders. Thus, B2B offers have to be supported with financial rationale, logic and strong data.
3. Request for Education
B2C customers are more likely to look for entertainment and bargains in deals. By contrast, B2B clients tend to strive for efficiency, gaining experience and being educated. Such clients want to receive knowledge and relevant information that will help them succeed in their work and career. B2B buyers are driven by the desire to look like office heroes who make great decisions, while B2C customers are just expecting pleasure and enjoyment from the purchase.
4. Content Detailisation
In order for a sales strategy to be successful, B2B marketing requires highly detailed content, since the target audience consists of highly demanding consumers. Extensive content is most likely to work in B2B segments, as suppliers or contractors has to demonstrate their skills and provide their target audience with the motivation to buy in. On the other hand, B2C marketing should be simpler and more focused on meeting basic needs. For example, content on social networks should be accessible, humorous and useful, though this is often not an easy task. B2C consumers prefer something short and fast, especially in the segment of cheap products.
5. Relationship Importance
For a loyal part of B2C audience, the development ofclose relationships with the company is usually not in demand. They just mainly follow the brand, utilise content and go shoppingon an occasional basis. On the other hand, sellers in the B2B market should develop and maintain close relationships with their contacts within consumers, providing value and staying in touch in order to remain the first choice and build trust. To sum up, the average B2C consumer searching for close relationships with the brand is an exception, while the B2B audience are seeking for information and opportunity to create close relationships with suppliers.
6. Duration of Decision Making
The duration of the sales cycle in customer and business-orientedcompanies could vary significantly. Since each B2C customer makes decisions on their own, the time frame for making a purchase decision is usually very short. Of course, customerscarry on a certain review of the market, get acquainted with reviews and feedbacks and consult with friends, but all this takes much less time compared to the purchasing cycle of a business. The B2B procurement process consists of multiple stages, such as the development of requirements for products, the budget allocation, competitive bidding and accounting operations, each of which requires coordination by a number of decision makers.
7. Status and Effectiveness
For individual consumers, the purchase of a particular product or service is an opportunity to improve their social status. Therefore, an effective B2C marketing strategy should involve social aspects. On the other hand, B2B clients make decisions based on the benefits of the product for the organization in general and for their own career progress in particular. Accordingly, the positioning of the B2B products must be different.
8. Different Problems
B2B and B2C marketers are faced with completely different problems caused by the inherent differences between the two types of business. While the most common problem for B2B professionals is the lack of high-quality content or time to create it, their colleagues from the B2C sector are most often forced to operate in a highly limited advertising budget. Consequently, this should be taken into account before considering the marketing strategy.
Author Bio Anna Clarke is a freelancing expert and the owner of 15 Writers. She has successfully led and developed team of freelance academic writers for over 20 years. Anna is passionate about self-improvement, motivation and helping others toward academic and personal success.