B2C versus B2B… it’s the same difference!

The world of marketing is dominated by the B2C sector – especially when gurus espouse their theories and illustrate them with fancy examples – while the B2B side of the industry is often ignored. It would be easy to conclude that the two are significantly different and that their campaign successes rely on entirely different strategies. But that is far too simplistic. In fact, most B2C marketing concepts apply just as well to B2B.

Let’s start, however, with the obvious differences. 

B2C companies usually have products and services with relatively simple propositions and can consequently focus on slick branding. They need to engage quickly, create an emotional connection with their customers and build loyalty. So a seller of ice creams or premium car tyres can rely on creative ad campaigns, promotions, hip influencers and discounts. Ben & Jerry’s looks tasty. The Continental tyre looks grippy and safe.

Since B2B companies sell products to help other businesses operate efficiently, B2B transactions usually involve significantly larger quantities, higher values and more sophisticated customer service. It is less superficial; more nuts and bolts, a complex story that takes time to tell effectively. 

In turn, this often means B2B companies have longer sales cycles involving multiple decision makers and higher retention rates. Convincing a procurement department to part with a chunk of their budget is more complex than seducing a single consumer. The sales force are a vital part of the tactical execution in B2B, so there is a layer of relationship building most B2C marketers don’t even think about. 

So if you provide sophisticated financial service software you will be thinking about a marketing campaign that presents a more nuanced story: webinars, op-eds, long-form content and cleverly targeted ads to reach your audience. If you are selling rubber to a tyre maker, for instance, you need to talk about the robust supply chain, the eco-friendly provenance, the guaranteed supply… and lots more.

The same difference

However, let’s stop and ask if this difference is meaningful. Or if it matters. B2C marketing, after all, is not a homogenous world of like-minded marketers selling their wares using a limited number of tried and tested strategies. Imagine the multifarious challenges facing marketing teams trying to sell Hermes handbags, a new dating app, electric Bentleys, M&Ms, nasal decongestants, suspender belts…

There is an obvious question. Are the differences between these B2C marketing stories markedly less than ones that exist between the B2C and B2B sectors? Marketers in different categories are continually confronting new issues and opportunities. The answer is probably not. So presuming the super serious B2B sector always plays to a different tune than the poppy B2C version is a blunder. 

For two reasons. Firstly, although the general focus of B2B and B2C marketing may sometimes differ, the two can learn a great a lot by reviewing one another’s approaches. B2B companies can learn from the snappy way B2C firms attract the attention of customers with striking visuals and engaging experiences. B2C companies can then exploit the B2B playbook with new and improved use of, for example, more targeted advertising campaigns. 

There are also numerous similarities. Both must put the customer first when developing their sales process and understand their customers’ demands so they can supply a solution. The story must be consistent, especially to build trust and loyalty. Authenticity always works. A multi-channel strategy is best with touch points across platforms. And measuring performance realistically helps.

And, secondly, when building B2B marketing teams let’s not dismiss the CVs of B2C applicants because their experience does not seem to be directly relevant. Instead, why not celebrate their alternative view? Or go further and actually actively try and recruit from outside our sector? Marketing is a diverse job. Variety is beneficial.   

But marketing is, well, marketing. So let’s celebrate diversity. Marketers need to recognise that although there are differences between selling to businesses and to the consumer there are valuable lessons to be learned from both sides. By leveraging tactics from both models, businesses can create unique strategies that engage their customers. B and/or C!

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Want to explore how blending B2B and B2C tactics can work for your business? Let’s start the conversation. Reach out to discover how we can help you build strategies that engage, inspire, and deliver results.