Marketing is a constant and continuous process for any business in the world. It’s the process of all processes because it is targeted at making new customers and converting them into loyal consumers at the end. When a layman thinks about marketing he/she would only think about the constant marketing that is shown on TV and internet for the consumers. Of course, this marketing can become annoying at times too but it needs to be done. What most people don’t think about is that businesses have to do marketing for other businesses as well. That’s a completely different type of marketing.
When you buy products from businesses you think of a product and a company that made it. You never think about other businesses that the company has taken help from in order to bring you that product. A company that makes packed cupcakes does not necessarily manufacture the wrappers and packaging for its cupcakes. The delivery and distribution to various parts of the world also needs to be done through other companies. How do businesses market to these businesses? What’s the difference in marketing that is done from businesses to businesses and from businesses to consumers? Here’s some information:
Rational Vs Emotional Purchase
When you are marketing to businesses you have to keep in mind entities that take their decisions only rationally. There are no emotions involved in their purchases and dealings. On the other hand, consumers are looking for deals and their decisions can be solely or partially based on their emotions. When marketing is done with sentiments for consumers, it can really work like a charm. On the other hand, you cannot go for the same methods with B2B marketing because this is not going to change the view of your partners for you unless they see in you some potential.
Detail Oriented Content
With B2B marketing you have to make sure to keep your content as detailed as possible. It could be boring at times but other businesses won’t mind it because they like to be educated about their dealings. End consumers like to be happy with the content and be entertained with it. You could share humorous stuff with them on social media and they will love you for it. On the other hand, you will have to be detail oriented and professional with your content that you share with your partners. Better yet, dedicate a marketing team for your B2B content sharing.
The Length Of Sales Process
Why you have to be detail oriented with your B2B marketing is tied with the fact that B2B sales demand a long purchasing process. A consumer would buy something if he/she likes it. They just need enough money and adequate utility for something to buy it. On the other hand, other business will not buy from you like that. They have a procurement and marketing department working together to make sure that the purchase will be benefitting for them in all respects. The process is long and convincing is not easy.
B2B Relations Are Long Term
B2B relations are based on trust and it is because they are long term relations. When other companies get to know you they want to have long term relations and that requires trust. You will sign contracts with these companies and they will continue to provide you with the promised product or service for the length of your contract. On the other hand, an end consumer might buy your product, use it and never buy it again. The relation is not long term and so the marketing should be done accordingly.
Marketing Methods Are Different
How you market to businesses is completely different from how you market to the end users. The important points that tell you why you have to have different types of marketing methods for both the entities have been mentioned above. Banner ads, billboards, emotional advertising videos and humorous social media content are best suited for your B2C relations. On the other hand, you have to hold events, create professional corporate content, share press releases etc. in order to get attention from your B2B audience. Public relations matter a lot in keeping your B2B relations strong for a long time.
Great insight into the differences between B2B & B2C marketing. As a B2B marketing consultant myself, I’m fascinated with how such similar industries can be so different. And it really is noticing the subtle differences, like the length of the sales cycle and the type of purchase that makes all the difference.
You might be interested in a recent article I wrote about that talks about the differences between B2B & B2C specifically for Social Media >http://www.leadagency.com.au/social-media-marketing-b2b-business/
I understand your point about B2B being rational but I wouldn’t agree with your suggestion that it is not emotional. It is people who make the purchase decisions in organizations and they can be emotional, especially when there is conflict about a purchase decision.