The target market always affects the approach taken in marketing. This is certainly true when it comes to business-to-consumer (B2C) and business-to-business (B2B) companies. With this in mind, there are a few differences when looking at B2C vs B2B marketing. Let’s take a look at some of these and why they require different approaches.
B2C vs B2B marketing: why they require different approaches
There are some words that you can use in a B2C environment and others that are better suited to B2B. When it comes to consumers – the more generally understood and straightforward your words are, the better. When it comes to businesses – you can be a bit more specific in your wording as it applies to the industry you are in. B2C wording in marketing is free from complexity, but you can get away with some jargon in B2B prose. Take a look at the Microsoft products page to see how their wording changes depending on who they are talking to.
Marketing to consumers should address a somewhat more emotional purchase process; whereas marketing to a business needs to cater for a purchase process that is usually quite rational. So you’ll have to work hard to appeal to the heart of the consumer and the head of the business owner.
With B2C vs B2B marketing, there are very different prerequisites to think about. Consumers can be quite selfish in that their only prerequisite is that your product or service adequately satisfies their own needs. Those making the decisions in businesses, on the other hand, have a longer list of prerequisites. They want you to share your industry knowledge with them, equip them to make sound business decisions and make them look good amongst colleagues when they purchase your product or service.
Consumers don’t need a close parallel relationship with the businesses that they purchase from. However, those involved in B2B decisions are seeking other businesses that they can have a close parallel relationship with – those are the businesses they will purchase from.
This is just a snapshot of B2C vs B2B marketing. There are a number of differences between marketing to a customer and marketing to a business. Although some marketing approaches are similar, it is clear that a one-size-fits-all won’t work. An entirely different strategy is needed for B2C vs B2B marketing.