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The Difference Between B2B and B2C Marketing
Over the years I have been asked the same question by both customers and prospects of Marketri, "What's the difference between B2B and B2C marketing?" My answer is always the same: the audience. I think that's pretty easy for most people to understand as B2B marketing programs are targeted toward other businesses, while B2C campaigns target consumers.
When people typically think of marketing, they think about the B2C ads they see every day and often, there is some confusion in applying these principles to B2B marketing tactics.
What things are important to consider when marketing to businesses?
Here are some differences in working on a B2B Marketing Plan:
- You may not be marketing to the ultimate decision maker(s), but possibly a staff member charged with gathering information on potential products and services for purchase.
- You are marketing to professionals, as opposed to consumers who may or may not be professionals. This usually means that your promotions should be a little more "buttoned-up".
- Be sure that all campaigns are intuitive, educational, and to the point.
- Professionals don't have a lot of time to dig around your site or to participate in your campaigns. Value is more important than price. Businesses are able to write off portions of the products and services they purchase throughout the year. Usually businesses are more concerned with getting the most value out of products and services, and are willing to pay a premium for the comfort of knowing they are purchasing a high quality product or service.
Tips for Developing Quality B2B Campaigns
Now that you have a better understanding of the difference between B2B and B2C marketing, you're better equipped to develop quality marketing campaigns for your organization. Using the information above, here are few tips to help you get started:
- Do some research on the companies within your target market and determine who you need to target within each organization (you may not find a specific person, but you can find out what department(s) within the organization would need your products or services).
- Be sure that all outbound communications are highly professional in both their design and content.
- All promotions should be educational and easy to understand. Be sure that you can convey your message quickly so you're not wasting the prospect’s time.
- Price your products and services right. Pack them with value by ensuring they are of the highest possible quality. Don't be afraid to charge a premium if your products and services are the best in the industry.
Once organizations understand the differences between B2B and B2C marketing, it is much easier to develop a highly strategic marketing plan for your company. What are some of the other differences you find between B2B and B2C marketing? Leave a comment with your thoughts below.