Do you sell to other businesses, consumers or both?
There are differences between business to business (B2B) and business to consumer (B2C) marketing that should be taken into account before you develop a plan to extend your reach. Not only will your messaging be impacted, but the type of customer you target will influence:
|B2B Marketing||B2C Marketing|
|Prospect||Relationship based||Solution driven with purchasing power|
|Sales Process||Multi-step buying process||Transaction based|
|Buyer Disposition||Interested in value||Emotion, convenience, and external factors drive buying decision|
|Market Size||Smaller audience; targeted to job titles, functional areas or departments||Larger audience; more likely to target by lifestyle traits|
|Messaging||Focus on education, awareness, and value||Focus on emotional appeals and value|
|Branding||Sales representative is an extension of your brand; being customer centric is vital||Inspire trust, loyalty, and awareness with product/service; repetition is important|
|Buying Event Triggers||Initiative or needs based||Personal or lifestyle driven|
|Purchasing||Volume, bulk, or larger transaction amount||Point-of-purchase experience is more important; time, place, and convenience play larger role|
- Bilbruck, Danielle. “B2B vs B2C Product Marketing: What’s The Difference?” Business 2 Community. Last modified November 8, 2015. http://www.business2community.com/marketing/b2b-vs-b2c-product-marketing-whats-the-difference-01370140#mSKGZlWhpuVTvbpr.97.
- Cohn, Chuck (Contributor). “Differences In Selling B2B Vs. B2C.” Forbes. Last modified June 16, 2015. http://www.forbes.com/sites/chuckcohn/2015/06/16/differences-in-selling-b2b-vs-b2c/#6752a6861314.
- Davis, Jesse. “B2C vs. B2B Sales Strategies: 5 Critical Differences.” RingDNA. Last modified January 22, 2013. http://www.ringdna.com/blog/b2c-vs-b2b-sales-strategies-5-critical-differences.
- Deep, George (Contributor). “Sales Vs. Marketing for Startups? Depends If You Are B2B Or B2C.” Forbes. Last modified May 14, 2014. http://www.forbes.com/sites/georgedeeb/2014/05/14/sales-vs-marketing-for-startups-depends-if-you-are-b2b-or-b2c/.
- Dunne, Greg. “B2B vs B2C Sales, Similarities and Differences.” Mansfield Sales Partners. Accessed July 30, 2019. http://www.mansfieldsp.com/mansfield-sales-blog/bid/50959/B2B-vs-B2C-Sales-Similarities-and-Differences.
- Johnston, Shari (Demandbase). “What B2B Marketers Should NOT Learn from B2C.” VentureBeat. Last modified May 27, 2014. http://venturebeat.com/2014/05/27/what-b2b-marketers-should-not-learn-from-b2c/.
- MarketingCharts Staff. “B2B and B2C Digital Marketing Tactics, Compared.” Watershed Publishing. Last modified February 10, 2015. http://www.marketingcharts.com/online/b2b-and-b2c-digital-marketing-tactics-compared-51123/.
- MarketingCharts Staff. “How B2C and B2B Content Marketing Efforts Compare.” Watershed Publishing. Last modified October 22, 2014. http://www.marketingcharts.com/traditional/how-b2c-and-b2b-content-marketing-efforts-compare-47486/.
- Smiciklas, Mark. “Some Differences Between B2B and B2C Marketing.” Intersection Consulting LTD. Last modified July 20, 2010. http://www.intersectionconsulting.com/2010/some-differences-between-b2b-b2c-marketing/.
- Zenn, Jacqueline. “10 Differences Between B2C and B2B Marketing.” Hubspot, Inc. (blog). Last modified November, 27, 2013. http://blog.hubspot.com/agency/differences-b2c-b2b-marketing.