6 important differences between B2B and B2C marketing
There is a deep chasm of difference between the needs of a B2B customer and a B2C customer when making a purchase.
Wednesday March 14, 2018,
3 min Read
There is a deep chasm of difference between the needs of a B2B customer and a B2C customer when making a purchase. B2B consumers have a more practical, logical and fact-driven approach to buying. However, B2C consumers are driven by a need to satisfy their desire to possess the product. Since B2B and B2C buyers think differently, the way you reach out to them will also differ accordingly.
Here is a look at some of the significant dissimilarities that have to be kept in mind when marketing to B2B and B2C.
1. B2B marketing has a more professional touch:
The B2B market is more interested in the usefulness that the product will have for their customers and in the technical specifications. They are knowledge seekers that want detailed descriptions, especially about the materials used in the product. Therefore, more technical jargon may be used effectively in B2B marketing.
However, the B2C market requires the use of layman’s language which can be easily understood.
MilMila.com offers detailed product descriptions of all items available in the B2B marketplace. Product demos are also provided with the help of clear videos.
2. B2B customers prefer longer content:
B2B buyers want an in-depth idea about the products they are purchasing for their business. Hence, they prefer lengthier content. However, B2C consumers are attracted to shorter, engaging and interesting content that catches their eye.
3. B2B purchases involve more people:
In case of bulk orders being made on behalf of a large company, B2B purchases need approval from various tiers of management. Since it involves more people, it can take a longer time. However, a majority of B2C purchases are done on the spur-of-the-moment with very little decision making time.
4. B2B brands wish to foster business ties for the future:
B2C consumers are frivolous and are generally not looking for a long-term commitment to brands. They are bargain hunters that go wherever they get better discounts
The contrast with the B2B market is that they are looking to develop long-term business relationships with trust-worthy dealers. B2B contracts may last for years, whereas B2C buyer interactions have a very short lifespan. Marketing should be done keeping this factor in mind.
5. Hyper-personalised marketing tactics work for B2B:
B2B purchases are highly specific and niche-driven. This means that B2B marketers have to use tools like predictive analysis to formulate personalised profiles that they need to target systematically. B2C marketing, however, tends to be broader and can be directed towards specific groups of people like “new-age moms” or “senior citizens”.
6. Both B2B and B2C pose marketing issues:
B2B marketers find it challenging to create lengthy, relevant content for their customers. B2C marketers need to expand their marketing budget to reach out to potential buyers across a wide variety of platforms.
Marketing to B2B and B2C consumers presents a great dichotomy. One is driven by logic, whereas the other is motivated by emotion. Online B2B and Online B2C markets need to cater to their customers keeping these differences in mind. The beauty of the digital world is that you can blend the needs of both customer bases seamlessly in online marketplaces like MilMila.com. A smart use of this knowledge can help marketers zone in on the strategies that will appeal to the target audience.