Your B2B or business-to-business marketing plan looks a lot different than its B2C or business-to-consumer marketing plan. B2C marketing relies on emotions and desires while B2B marketing relies on more professionalism and benefits. The two are completely different tactics that have different results.
Check out the differences in B2B marketing below.
Reaching the Right Audience
The first task is reaching the right audience. When you market to consumers, you can be broader in your efforts. While you want to find your niche market, advertising to the general public usually brings results as well. Through word-of-mouth and sharing, B2C advertisements make it to where they need to go.
With B2B marketing, you have to appeal to the person in charge, otherwise known as the boss. It doesn’t matter if everyone in a company likes a particular product, it’s up to the boss or the person in charge to make the purchase. Your marketing skills should be geared towards him.
Decision Making Process
B2B marketing doesn’t typically invoke immediate decisions. Whether the decision has to go through a variety of channels, or the business owner simply wants to take the time and do the research, it takes time regardless. This is unlike B2C marketing, where many consumers make impulse buys based on the advertisements that lure them to do so.
Knowing what you’re up against and the industry you advertise to is crucial. What components of the decision-making process can you make easier for your target audience? What information can you provide in your ads that will convert them, spurring them to move faster?
B2B buyers have one goal in mind, they want to save money. It doesn’t matter how many benefits your product offers or if you are the only one that provides it in the industry. What they want to know is that their business is going to be positively affected by the product, not just with its benefits, but monetarily too. It’s an angle you don’t have to take with B2C marketing but is necessary for business-to-business if you want to make that hard sell.