If you’ve ever participated in digital marketing, you’ll know that there is no such thing as a “one-size-fits-all” marketing strategy.
There are different strategies for different types of groups.
You would not market your products or services to a person the same way you would with a business.
That’s why it’s important to know the difference between B2B and B2C marketing.
How can knowing the difference between B2B and B2C marketing benefit your marketing strategy? Let’s find out.
B2B marketing is a neat little term that stands for business to business marketing. This is the marketing of certain products or services to companies or organizations.
Some examples would be:
- A car parts manufacturer marketing their products to local mechanic shops.
- A digital marketing agency promoting their services for online businesses.
- A rental car company offering cars to a taxi service.
With this type of marketing, the needs of businesses are the main focus. When you are promoting to businesses, you are considering that business’s pain points.
In general, it’s businesses offering their products or services to other businesses. You need to be able to explain how your product or service can improve the businesses you’re marketing to.
Compared to B2B marketing, many of us are familiar with the concept of B2C marketing.
It’s the marketing of certain products or services to other people. See if these examples don’t sound familiar to you:
- Netflix requiring subscribers to pay a monthly subscription for content.
- An online clothing brand promoting their Fall collection to online visitors.
- A stationary company promoting a sale on planners.
With B2C marketing, the products and services are directly marketed to individuals. This type of marketing requires businesses to maintain positive relationships with their consumers.
The focus is not so much on the professional needs of individuals, but on their everyday needs. That’s why products like detergent, soap, diapers, and cleaning products are marketed.
Differences Between the Two
So, what are some key differences when it comes to B2B and B2C marketing?
Both of these marketing strategies are geared towards a different focus.
With B2B marketing, the focus is on sustaining relationships. You may be entering a partnership with another business for years to come.
To be able to sell products and services to businesses, it’s important to know the interests and challenges of those businesses.
Unlike B2B marketing, B2C marketing has a different focus. The focus of B2C marketing is the product. While you can still share how your product or service can help the consumer, the relationship between the business and the customer doesn’t necessarily have to be established.
Because of this, B2C marketing can come off as more transactional than B2B marketing.
Another key difference is the number of people involved in the decision-making process.
With B2C marketing, there is only one person making the decision to purchase the product or service – the consumer. The only convincing you may have to do is rationalizing the purchase for the consumer.
This is not the case with B2B marketing.
Instead of one person, you’ll be responsible for communicating with a group of people, from key stakeholders to marketing teams. That means that you need to convince different groups of people of the value that your product or service can offer the business.
B2B and B2C marketing also focus on the different interests of consumers and businesses.
B2B marketing is centered around logic. The value that you offer with your product or service must make logical sense to every member involved in the buying decision.
Specifically, the impact that your product or service can bring to a business will be taken into consideration.
If you can’t explain these two factors, businesses may not partner with you.
But logic is not as important when it comes to B2C marketing. B2C marketing revolves around the emotions of the consumers.
Consumers are more likely to make a purchase based on what they’re feeling. Feelings are so powerful that consumers can rationalize their purchases if the product or service makes them feel good.
Length of Relationship
Another key difference is the length of the relationship with B2B and B2C marketing.
With B2B marketing, a longer relationship is expected between two businesses. You may be negotiating for a longer contract between one or several businesses that last for at least a few years.
That is why sustaining a relationship is so important with B2B marketing.
With B2C marketing, the length of relationship between the business and consumer can vary. You can come in contact with consumers who may purchase your product or service once.
You may be lucky and gain some clients who continue to purchase your product or service for years. It really depends.
Now that you know the difference between B2B and B2C marketing, you can use this information to your advantage.
You can base a marketing strategy around who you want to market your products or services to.
If you want to market to different businesses, you can create content that centers around building long-lasting partnerships and branding.
If you want to market to consumers, you can create content that tailors to the emotions, needs, and interests of your target audience.
For more information on digital marketing, check out my blog posts A Simple Guide To Brand Management – Valeria Publications and 5 Myths That Businesses Believe About Digital Marketing – Valeria Publications.
Share your thoughts about B2B and B2C marketing below.