Let’s play Shakespeare: ” B2B or B2C? That’s what it’s all about.” Seriously. The sets of B2B and B2C segments overlap in certain parts. If we had to emphasize one thing, your addressees are still just flesh and blood people. But in marketing, you need to know who exactly you are talking to. And this is where B2C and B2B marketing diverge. There are profound differences and patterns between B2B and B2C that need to be realized. A marketer who is used to moving in the B2C world and communicating with consumers can easily drown in B2B.
Of course, the audience of B2B and B2C marketing is different . While in the B2B world you are a businessperson
targeting other businesspersons, in the B2C segment you are targeting individuals, consumers. In B2B you sell software,
consulting services, transport services, products through wholesale, etc., in B2C you offer individuals toothbrushes,
sneakers and Czech porcelain. In the first case, your target group is hundreds, in the best case thousands of companies, in the second it is hundreds of thousands to millions of customers.
So how does B2B marketing differ from B2C digital marketing?
Your clients’ budget and the number of deals closed are related
There is only one thing, that is clear. But there is a difference in how you promote a thermos mug for 500 CZK and
software for hundreds of thousands. The origin of this difference lies in the fact that a company and an individual
have different budgets . This difference is reflected in overseas chinese in worldwide database another thing, namely the question of how many deals need to be closed to achieve the desired business results .
In the B2C segment, you need to focus on selling your products to as many consumers as possible, which is reflected in how intensive and diverse your company’s marketing needs to be. You should use a wider portfolio of communication channels – PPC advertising , influencer marketing, children are not allowed to stomp podcast advertising, TV advertising, offline presentation, etc.
In contrast, in B2B marketing, you need far fewer sales to meet your business goals, of course – this goes hand in hand
with how limited your target group of potential clients is. So in B2B marketing, it’s not quantity that matters, but
quality . While in B2C you usually (not necessarily) focus on reaching the widest possible audience (and maybe someone will catch on), in B2B you have to aim like a top sniper.
OK, let’s summarize. In B2C you are addressing a wider audience who are expected to have a lower budget for purchasing
your goods, while in B2B you have to focus your advertising on a narrower but narrowly profiled group of potential clients
who have a much larger budget. You have to put in the work to prepare and refine each message, because there is no second chance.
Decision time and motivation to take action
Both B2B and B2C clients have one thing in common. Your marketing must motivate them to take action . While
a great B2C ad will ignite the spark and ensure an immediate explosion – “I see the ad, I’m excited, I add it to the cart, I
confirm the order and I pay”, with B2B marketing we have to prepare for a longer distance. In the B2B segment, the decision-making time is always longer and, for example, our clients are no exception, even a business process lasting more than a year. Which is a big difference with B2C, where it’s a matter of minutes.
While a B2C customer sees an advertisement and the only thing they think about is whether they really need your product, whether they have enough money for it, and maybe even school email list check out a review on YouTube, in the
B2B segment, it is usually not just one person who makes a purchase decision based on subjective preferences.
When a company makes a purchase, it usually requires the approval of a larger number of “decision-makers”. They are often not even from the same department. The budget for the purchase must be approved at multiple
levels, etc. But let’s go back to the beginning. Even so, your marketing must trigger an immediate action. It doesn’t have
to be an immediate purchase, as is the case in B2C, but it could be, for example, that the recipient sends an email to the
CEO, writes in their notes that they will propose the purchase at the next department meeting, writes to you for more information… Even in B2B, you need to be able to spark interest.
Myth: B2B marketing without emotions
Many marketers who are concerned about B2B also cite the fact that there is no room for emotion in B2B marketing as a reason . Of course, from the above it is clear that there must be more than one rational argument for
your offer to meet the needs of not one person, but a company and a whole range of decision-makers. But emotions should not be forgotten either.
B2C marketing There is, of course, a big difference. While in B2C marketing a funny video on TikTok or a great influencer
review on Instagram can sell, in B2B it is not so simple. In B2B you have to reach your goal step by step. It is often referred to as a “ marketing funnel ” or funnel marketing . This is a more complicated strategy where you change
your communication depending on what stage your customer is in. It is not just a B2B issue, you can apply it in any marketing, but in B2B you have to pay extra attention to the funnel.
B2C marketing
If the funnel is long-term, it is necessary to have a lead nurturing strategy ready so that you can target prospects (potential customers you have contact with but are not yet ready to convert/purchase) and stay in touch with them until they become leads or until you push them to do so.
The first stage of funnel marketing is to expand awareness, i.e. ” brand awareness “. At this point, you want to attract as many potential clients as possible (although of course there may not be nearly as many as in B2C marketing, as we mentioned) and get prospects and leads from them. Then work with both, focus further marketing on prospects, and communicate with leads about the business. But you (as a rule) will not collect leads with dry marketing that does not distinguish you from the crowd. If you do not have a unique product that the world has not seen before and everyone urgently needs it, you have to attract, have a spark, attract, excite. Even the B2B addressee. After all, he is only human. In order for him to decide to pass on the information that your product could be useful, you have to get him on your side .