THE DIFFERENCE BETWEEN B2B AND B2C MARKETING

By Achim Klor

B2B MARKETING IS A MARATHON
Although both business-to-business and business-to-consumer marketing targets people, there is a fundamental difference between B2B and B2C marketing. At the core, businesses that market to other businesses are relationship driven, whereas businesses that market to consumers is product driven. Think of B2C as a sprint and B2B as a marathon.

The initial marketing strategies are typically the same for both, however, what motivates the purchase is inherently different. When companies make buying decisions, they have different needs and complex requirements than consumers. For instance, B2B markets are smaller but the sales cycles are longer (can take years depending on the product), making the relationship itself a critical piece of the sale. It is not uncommon in a B2B sale that the people (or brand) standing behind the product or service end up being the deciding factor.

NO ONE EVER GOT FIRED FOR BUYING IBM
Business marketing tends to be less emotional and more logical or rational than consumer marketing because the purchasing process and the information required for making purchasing decisions is much different. That being said, business purchases are often made with their fair share of emotion since people still have to deal with people and, at times, incredibly engaging brands (like IBM). And since B2B is relationship driven, it becomes a more personal, one-to-one process, making the emotional connection with the people and the brand just as prevalent in some situations.

B2B VS. B2C
B2B: Business Marketing
Company to company sales
Relationship driven
Personal negotiation process
Small markets
Long sales cycles
Educational activities
Rational buying decisions
Business value
B2C: Consumer Marketing
Company to consumer sales
Product Driven
Mass media and retail process
Large markets
Short sales cycles
Merchandising activities
Emotional buying decisions
Status and desire value
INSIGHT, STRATEGY, CREATIVE, METRICS
Even though the outcome between B2B and B2C is different, the fundamental principles of marketing for both is virtually the same.

Marketers still have to unearth the right insights in order to successfully match the strengths of the products and services with the needs of the market.
The subsequent marketing strategies must position the products and services to align with the market’s buying behavior.
The execution of the creative, content, messaging and communication must successfully resonate with the market and demonstrate the business value to the point of making the sale.
Automating the marketing process and building in measurable metrics must also be implemented so that management can determine what’s working and what isn’t.
Have any thoughts or insights to share about B2B vs. B2C marketing? Let us know below or on Twitter (@SterlingKlor).

Resources: http://strategydesign.co/the-difference-between-b2b-and-b2c-marketing/