Believe it or not, but there is quite a difference between B2B and B2C marketing. The difference between these 2 types of markets is quite massive even though a product is being sold to a person. When a product is sold to a B2B market, you will often realize that businesses undergo few buying conditions in order to save time and money. This is why B2B purchase is based more on logic and a consumer’s purchase is based more on emotion. The transaction in B2B market is often more expensive compared to B2C. That’s because in a B2B transaction more people are involved and requires more decision makers.
Let’s look at some of the differences on how these 2 markets function in their unique ways.
1. Drivers matter –
B2B customers often look for efficiency and expertise, while a consumer audience looks more for deals and entertainment. Consequently, purchases in B2B markets tend to be more rational and logical, while purchases in B2C markets are mostly emotional, which are usually triggered by hunger, desire, status or cost.
2. B2B clients require being educated and needing more expertise –
Thanks to their excellent making decisions, B2B clients consider themselves as rock stars or heroes in their work. While B2C customers look forward to just enjoy themselves, be happy with their purchase and adequately fulfill their needs.
3. B2B marketing requires high detailed content –
B2B audiences expect to be served by a sales and marketing team, and hence the expectation is always high. For B2C audience, the social media activities simply need to meet the basic needs of being useful, humorous and shareable.
4. Lengthy content tends to work for B2B market –
Brands or businesses need to prove their worth and expertise in order to give their target audience a reason to buy a product. Hence, lengthy content tend to work for B2B markets. On the other hand, consumers prefer something short and snappy especially for low-priced B2C products.
5. If a B2C consumer follows a particular brand, it doesn’t mean they are looking to build a close relationship with it –
Yes, this is true, as consumers may just want to get some information related to a particular brand’s product. Inversely, B2B audience want to keep provided with information which will definitely help them to create a close relationship with different brands.
6. B2B marketers have a longer chain of command to deal –
That’s because procurement, accounting and their superiors often need to approve purchases. On the other hand, consumers make their own purchase choices with only a slight possibility of influence of others through recommendations or suggestions.
7. B2B buying cycle is longer than B2C decision process –
This is because while buying a particular product for B2B market, it requires more nurturing and close attention. The decision involved in B2B market is usually meant to complete long-term goals. On the other hand, B2C consumers look for an immediate satisfaction need.
8. B2B purchase requires contracts which tend to last for months or even for few years –
B2C consumers require as less time as possible depending on a product. On the contrary, B2B requires more significant decision making because of the quantity and the size of the product, and the money involved.
9. B2B and B2C marketers have individual problems of their own –
One of the largest problem of B2B market is the lack of content and time to prepare one. It is different compared to B2C, as B2C marketers would have bigger advertising budgets and other ways to spread the word about their products. This leads to massive effect on tactical executions.
10. Technical terms are often used for B2B platforms –
B2B marketers can usually use industry jargon to have an excellent effect on their platforms. As more simple language is often used in B2C platforms meaning fewer buzzwords and industry specific terms.
Despite the external differences between the 2, there are plenty of common things between B2B and B2C marketing. The above mentioned differences are essential for professionals who work on either side of marketing. However, at the end of the day a marketer working in either B2B or B2C, needs to understand that it’s all about P2P – person-to-person.