B2B vs B2C marketing - different approaches

Evaluating differing strategies with respect to business and consumer markets

Whether we are marketing to consumers or to businesses, we are still marketing to people. This is a truism that should not be ignored. However, another truism is that 'people are different' and the importance of segmenting against these differences has been shown over and over again to work. Segmentation by market sector is probably the most basic form of segmentation, but is none the less useful for it.

First we need to understand whether we are in a Business to Business (B2B) or Business to Consumer (B2C) market. Generally this is self evident, but sometimes (for instance when selling products to teachers) we find quite a lot of marketing professionals exhibit confusion over which of the two terms - B2B vs B2C - to apply to their consumer base.

Getting the answer right is important because the strategies employed are quite markedly different and choosing the wrong approach could cost your firm dearly.

Some of the defining characterisitics of B2C strategies are that they focus heavily on the benefits of the end product. With a single-step buying process and short sales cycle the benefits of the product need to be spelled out from the outset. The aim is to induce an emotional response that leads to an immediate buying decision. Strong conversion factors are engendered desire, fear-based purchasing, status sales or (particularly in FMCG) 'bargain' price points.

In marked contrast, the B2B market does not (read cannot) engender immediate buying decision due to the hierarchical nature of company finance processes that stop individuals from doing so.

Therefore, B2B is of necessity, a relationship driven activity. The aim is to lead the purchasers through the multi-step buying process. Brand identity is often based on personal relationships rather than the logo and strapline reenforcement techniques of tv advertising. Much of B2B advertising is about awareness building activities that promote the rational business benefits of the buying decision.

This then is the fundamental difference. The rational (B2B) vs the emotional (B2c) approach

Next we will look at how this difference in approach translates into everyday marketing activities.

B2B Versus B2C Direct Marketing

We will rarely send a single email without a followup when running a B2B strategy. However, in B2C this can be appropriate.

When making an offer weare unlikely to 'bribe' (in the loosest possible and most ethically acceptable sense of the word) the recipient with an offer they personally will benefit from. Since they will need to justify buying decisions to colleagues a sweetner that the individual benefits from is rarely effective.

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