What is B2B marketing and how does it differ from B2C?

Although they may be confused by their acronyms, we do not mean the same thing when we talk about B2B marketing as B2C. In the first case, B2B (Business to Business) marketing, we refer to a company selling products or services to other companies, while in the case of B2C (Business to Consumer), we are talking about selling products or services to the consumer.

In the case of B2B, purchasing is much more logic and profit-driven, whereas in the case of B2C, it is more often emotionally driven. However, this is not the only difference between the two concepts.

What are the main differences between B2B and B2C marketing?

Although both concepts may pursue the same objectives (sales, positioning), the processes are often different.

B2B Marketing

Focuses much more on logic and emphasises the characteristics of the product or service.
The sales process is usually longer.
More people are usually involved in the decision-making process.
The volume of customers is usually smaller.
Return on investment is a priority for customers.

B2C Marketing

Priority is given to emotion to provoke a need for the user to buy.
The sales process is much faster.
Fewer people are involved in the decision-making process.
The volume of customers is usually higher.
The return on investment is a priority for customers.
The return is not the most important thing; priority is given to solving problems in a simple way.

What are the most important characteristics of B2B marketing?

As we have already mentioned, B2B marketing is much more focused on the logic of the product/service and its characteristics. It is totally focused on understanding potential customers, their pains, the motivations and needs of decision-makers and the way they work within companies.

B2B marketing strategies

B2B marketing, which focuses on attracting companies as customers, needs its own strategies to work and stimulate that attraction and subsequent sale. But it is not always easy to achieve this, because you need B2B marketing strategies that really work and that are applicable to reality in order to reach the target audience and to turn them into lasting customers over time.

What are the aspects and recommendations to take into account for B2B marketing? Here are some of them:

You have to focus on your customer

One of the biggest mistakes made in B2B marketing is to think that you are trying to attract a company. That’s true, but behind that company there is always a person, a customer, who doesn’t want to be treated as just a number. So, in addition to analysing and meeting the needs of that business, it is important to connect with the person behind it to make them understand that we are their best option in such a broad market.

Don’t forget to personalise communications

In B2B sales there are many parties involved and this is precisely why it is necessary to personalise communications. This will make a big difference, especially if you are competing with other companies for a new customer. Take the time to research the company, where it is, where it is coming from, where it is going, what trends there are in the industry, what its biggest challenges might be, what its culture is and how your solution might fit into its operations. You must find that potential match in order to position yourself as a relevant solution.

Use email for campaigns

Email is the most common way to deal with customers in these cases. It is the preferred means of communication. We must consider that professionals are very busy, they have to attend too many priorities, and an email message can be read on the spot, postponed and allows the recipient to review the information as many times as they need to. And of course, it is vitally important to personalise all emails so that the person feels that you are really interested in working with them.

Organise your support materials well

The people to whom you address your communication should find a compilation of information that is easy to read, well structured, that explains your value proposition, your differential elements, why you can really impact their operations through your solution, thus awakening their interest in wanting to know more. Avoid sending a tremendously long pdf, with 40 slides wanting to tell them absolutely everything. Awaken interest and leave the more specific and technical details for the moment when you have a conversation. Your main goal should be to identify that it is a potential customer and that the prospect perceives you as a possible good solution for the company. Once you have reached this point, it is about closing a live conversation that allows you to delve deeper into the needs of the company and understand how you can contribute and positively impact their operations and results through your solution.

Be patient

We mentioned earlier that one of the characteristics of B2B marketing is that the decision-making processes are longer. Again, put yourself in the shoes of the person you are targeting. That person does not have to evaluate a solution solely for his or her own benefit. He or she has to evaluate and weigh the impact it will have on the operations of the company he or she works for. He or she needs to assess which other stakeholders will be affected if your solution is incorporated and get their opinion. Compare what other solutions are offered by your competitors. Decide if it is the right time to delve deeper into a possible contract/purchase of the solution or if it is not the right time and they should go over other priorities. This is just to mention some factors to consider, but each company is different, each professional is different, and you have to respect the time of each one and try to maintain the interest and encourage the conversation. Of course, you have to do it without showing desperation, impatience and without crossing that fine line that can turn you into a real pain and someone to be avoided by your potential client.