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Understand the B2B or B2C Marketing approach
What is B2B?
B2B is the abbreviation for business-to-business. It describes businesses whose customers are also businesses. In other words, these are business transactions that take place between two or more business organizations like the supplier and manufacturer, the manufacturer and the wholesaler, the wholesaler and the retailer.
What is B2C?
B2C stands for business-to-consumer. In this form of business transactions, goods and services are marketed to individual consumers. B2C businesses sell products directly to end consumers. Here, the commercial transaction is shorter than the B2B one.
Similarities between B2B and B2C marketing strategies
B2B and B2C can sometimes be confusing because these two forms have similarities.
So, before dwelling on their differences, let's first talk about their similarities.
- In marketing, both B2B and B2C, direct communication with customers should be preferred: an invaluable source of useful information.
- B2B and B2C strategies depend on the target: it is therefore essential to identify and define who they are through buyer persona (B2C) or ICP (B2B).
- You need to set up a consistent sales process that focuses on your target audience: this is the key to winning customers.
- A trusting relationship should be established by providing customers with excellent after-sales services.
- Retention and customer recommendations in B2B or B2C are the ultimate goals.
Differences between B2B and B2C marketing strategies
Different target audiences
- B2C customers are individual consumers who buy products and services for personal use. Consumers are ordinary people who fall into different segments.
- The B2B market is more specific and more important than the B2C market. Customers are businesses of all sizes, whether they are SMEs (small and medium-sized businesses), or large multinationals that buy products or services from each other.
B2B customers generally have customers of greater (monetary) value than B2C because their products or services are larger and more complex.
Different decision-making processes
The decision-making process in B2C is generally shorter than that in B2B.
- In B2B, you need to deal with several distinct target groups/individuals within the same company. B2B professionals should keep in mind that many people will be involved in the buying process, making the process more complicated than B2C. Depending on the type of procurement, the final purchase is influenced by a decision-making group that may include members of the technical, commercial, financial, and operational departments.
- In B2C, the decision-making process is much simpler. It is a personal purchase that depends mainly on the emotions of the buyers.
Different marketing strategies
While B2B and B2C marketing may seem similar in terms of strategy, there are differences in the tactics used and in the way information is delivered to customers. What's more, B2B customers are more rational, organized, and logical than B2C customers.
When buying a product or service, B2B customers always think carefully about a specific return on investment (ROI).
It is therefore crucial to send them rational messages, to provide them with solid information and practical B2B solutions.
On the B2C side, emotional factors influence buying decisions: the message addressed to them should be easy to read and focused on their emotions.
Sales process speed
In B2B, transactions are longer (from a few days to several months) due to the complexity of the decision-making process (legal, financial constraints, number of people/services involved, etc.) .In B2C, sales are generally faster because you are dealing directly with customers and therefore generally with a much less complex sales process.
Customer relationships
In B2C, customer relationships are generally shorter and customers are less loyal than in B2B.
For example, in the B2C sector, you rarely buy a plane ticket because you Adore the airline but rather because you found an interesting ticket.
In most cases, B2B has a closer relationship with customers than in B2C.
B2B companies must develop a strong relationship with their customers to establish a long-term relationship of trust and to convince each person directly or indirectly involved in the sales process.
Return on investment
Unlike B2C, B2B buyers don't buy goods to satisfy their demand or to have fun.
They buy technology, software, and services to optimize their operation and production methods. This reduces costs, improves the customer experience, and ultimately increases revenue.
Therefore, it makes sense to say that a B2B transaction is an investment in future profitability and productivity.
