What is it? B2B marketing is a set of activities to promote goods and services. In other words, business sells to business – this is the main difference from the B2C market, where ordinary customers act as the second party in sales.
How to work? It is necessary to take into account the scale of B2B, to understand that not all marketing tools traditionally used in B2C will be as effective in business-to-business communications.
The article explains:
Differences rich people data package between B2B and B2C Marketing
Principles of Market Segmentation in B2B Marketing
6 Stages of Market Segmentation in B2B Marketing
Main Internet promotion channels in B2B marketing
Additional promotion channels in B2B marketing
Preparing to Develop a B2B Marketing Strategy
Basics of B2B Marketing Mix
B2B Marketing Trends 2024
10 Common B2B Marketing Mistakes
5 Useful Tools for B2B Marketing
Top 5 Books on B2B Marketing
Frequently Asked Questions About B2B Marketing
5 Scenarios for Using Neural Networks to Increase Website Conversion by 40%
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Differences between B2B and B2C Marketing
B2B and B2C marketing have a number of important differences. The main ones concern strategy, target audience, and the way the company communicates with customers.
B2B marketing is aimed at the needs, interests, and tasks of decision makers and those making transactions on behalf of and in the interests of the organization they work for. Accordingly, the client is not an individual, but a company and business as a whole.
Sales Manager Responsibilities in Different Segments
Source: shutterstock.com
B2C marketing, in turn, is not focused on business, but on a private client who acts in his own interests and makes decisions for himself.
Differences between B2B and B2C marketing:
Characteristic B2B Marketing B2C
Task The client strives to achieve return on investment, values the effectiveness of the solution and competence. The customer is focused on offers and entertainment. In this regard, marketing must engage the customer.
Motivation for the deal Logic and financial incentives. Emotions and feelings of clients.
Driving factors Customers strive to be educated (the strategy is built using content marketing tools in B2B). Product information is important, but a transaction decision can be made even without product information.
The transaction process The dialogue about the product is conducted with the customer service manager. Direct sales are typical.
Parties to the transaction The conclusion of a transaction is often preceded by negotiations between responsible persons and the director of the company, the founders of the business, who can make the final decision on concluding the transaction. The decision to enter into a transaction and purchase a product or service is usually made alone.
Purpose of the transaction Strategic development of the enterprise, formation of long-term partnerships with the client, increase in the product sales cycle. Long-term and mutually beneficial partnerships do not play a decisive role for the client.
Although there are many differences between B2B and B2C marketing, they also have many similarities, so marketers developing a B2B campaign can learn a lot from B2C promotion specialists. It is useful for a B2B marketer to periodically undergo B2C training, study books and articles on marketing and tools for promotion and sales not only to companies but also to the end customer.