Is there really a difference between B2B and B2C marketing? After all, in both scenarios you are selling to a person. The person to whom you are selling will make a decision based on both logic and emotion. The difference, however, is selling to the consumer is most heavily based on emotion, while selling to business is most heavily based on logic and how you will save them time and money.

Let’s take a closer look at B2B marketing. First off, you need to really know the nature of the business to whom you are selling. You need to know and be able to explain exactly how your product will streamline their process and make their business grow. Businesses not only want your product, but they also want your knowledge. They will look to you as a trusted advisor, a partner who will help them build their company and take it to higher heights. Businesses take comfort in a product and partner they can trust. Offering your customer knowledge and ideas to help them succeed sets you apart, and really creates that all important ‘added value’ to your product. At this point, you are no longer just a commodity.

The process of B2B marketing can be a long and sometimes costly venture. Rarely do businesses make an impulse purchase. You have to reach out to the business several times, and in a variety ways before even getting your foot in the door, and getting your foot in the door is only the beginning. A good marketer knows a mix of methods is essential to a fruitful marketing campaign. For example, a good mix is: direct mail, a phone call, an email, and stopping by the business in person. When you mix it up, it gives you the opportunity to communicate with the business in the manor with which they are most comfortable. Repetition is also key, because with any marketing venture, much of it boils down to timing. After you do get your foot in the door, many times you have to meet with a company on multiple occasions before you ‘seal the deal’. The process of selling and marketing B2B is many times a long process, but certainly worth while and really the only way to truly build your business.

Now let’s take a look at B2C marketing. It is true that consumers in today’s market are both savvy and informed. Not to mention bombarded in every direction with marketing messages. Even so, consumers still tend to make purchases based on emotion, many times even impulse, so give them the right amount of ‘warm and fuzzy’. Speak to how your product will benefit them in a personal way. Make them more beautiful, confident, organized, etc. Use verbiage that makes them feel good. Now, this isn’t to say B2C marketing is all about fluff. Consumers will see right through the disingenuous. However, you need to present the features of your product in a way that explains how it will truly benefit the person.

While there are key differences, there are similarities. For example, using a good mix of marketing methods is key in both B2B and B2C. Repetition is also crucial in both types of marketing. Just like you must know the industry intimately, you must also know your consumer in the same way. Understand what makes that customer tick, and give them exactly what they want. Make sure they understand your product solves a problem for them.

Make sure to check out our beginners guide to marketing, to learn the basics!

Photo by giveawayboy.