5 Ways B2B Marketing is Different from B2C – And Why That MattersPosted by Jessica Oman
So your business sells to other businesses (business to business, or B2B), and you want to make more sales. Understanding these these five key points about how B2B is different from consumer marketing (or B2C), will help your small business get ahead in the game.
I have over 15 years experience in marketing and selling to enterprise clients. Yet, every time I talk about marketing, I encounter ideas focused mostly on advertising and consumer-focused copy.
A lot of the tactics are the same: you want a marketing plan, it’s best to define who your customers are. But B2B marketing is different from B2C in significant ways, and to get things right and be efficient, it’s great to understand the differences.
B2B Marketing is all about generating leads for your business. So, while yes, ultimately, you want them to buy from you, your marketing should really focus on getting them to make that first step to be interested in your offer: getting them to call you, or give you their email address, or come to one of your events. In contrast, in B2C marketing focuses a lot on brand awareness, and emotional tie-in.
Which leads us to the second key point: your target audience is very interested in keeping up with industry news and trends. This is good: your audience is really hungry for information and news. And: as soon as you are the one providing this information and news, you are instantly in good standing with them.
It’s very easy to measure your marketing effectiveness in B2B. For every lead, you will have an interaction with them, and the ability to find out, how they learned about your business.
And, finally, as my almost last point, let’s talk about the B2B buzz word: content marketing. As mentioned before, your target market is hungry for information and news. And content marketing is all about that, where you can create valuable, informative pieces to connect with your target audience: you could use webinars, videos on youtube, whitepapers.
Finally, let’s not just say how easy it is: the purchasing process is often longer, and several people are involved in the purchasing process. To understand that more clearly, it is a good idea to look at the buyer personas involved.
What’s holding you back from reaching out the right enterprise clients for your business?
Johanne Lemaire has over 15 years experience in all areas of B2B marketing, from strategic to tactical aspects. She founded Easy Tech Marketing, a B2B tech marketing consultancy, where she helps tech companies launch their next product. Follow her on twitter @J_Lemaire, and check her not-weekly blogging on www.easytechmarketing.com