Understanding the differences between B2B Marketing and B2C

If you are not aware what B2B and B2C refers to, it simply means targeted marketing to either business to business audiences or business to consumer. Believe it or not, there is a difference when it comes to marketing products and services to these two groups, and whilst a marketing agency may identify many similarities between the two groups, driving prospects from each one relies on very different communication approaches.

Below are just some of the different approaches a marketing agency might take when they are undertaking B2B marketing as oppose to B2C where targeted marketing focuses on the consumer. As a general rule B2B marketing tends to focus more on logic whereas with B2C, a consumer’s purchase tends to be based much more on emotion.

·         A marketing agency can use industry jargon to good effect on B2B platforms, but simpler language is required when communicating with those in the B2C sector.

·         Drivers matter, as the two different groups are driven very differently. The B2B audience most likely is looking for expertise and knowledge, whereas deals and entertainment are generally more what consumers are seeking.

·         Detailed content is required for targeted marketing to a B2B audience. Interesting, relevant and valuable content is highly regarded by this group whereas B2C audiences might be looking for content which is simply useful, humorous and has sharing possibilities. This is why content for B2B audiences tends to be quite lengthy as the business has to prove their worthiness and expertise whereas content short has a much higher appeal to consumers.

·         Getting close to the brand is important if a marketing agency is targeting the B2B sector whereas this has little significance or importance to a B2C consumer.

·         Decision making differs between the two groups. B2B marketing is a much longer process as there are usually more people involved in decision making. If, however you are buying for yourself like many B2C consumers are, the choice is usually solely yours with perhaps the possibility of a little input or influence from like minded friends and family. B2B audiences therefore tend to be much more invested in the decision making process and the buying cycle as it can have greater consequences if not thought out properly than a consumer who may have only spent a few minutes thinking about a purchase before completing their transaction.

Targeted marketing therefore is very different between B2B and B2C audiences and it’s essential for industry professionals to understand different communication approaches are required if they are to achieve successful outcomes and campaigns for each group.