Business-to-business (B2B) marketing is different from business-to-consumer (B2C) marketing. While in each case you continue to sell a product to a person, the main difference is that B2B audiences make purchasing decisions based on logic, and B2C customers usually make their decisions based on emotion. B2B and B2C marketing strategies differ mainly in the way a company communicates with its audiences. While B2B marketing focuses on building personal relationships and demonstrating the return on investment of a product to a business customer, B2C marketing has a slightly more transactional approach and focuses on quick solutions and pleasant content.
The following are the ten key differences when it comes to B2B vs. B2C marketing:
- Audience: B2B companies target other businesses, while B2C companies target individual consumers.
- Communication: B2B communication is more formal and professional, while B2C communication is more casual and conversational.
- Ad Copy: In B2B marketing, ad copy tends to use terms your customers are familiar with, while in B2C marketing, ad copy can be more playful and emotional.
- Customer Experience: For both B2B and B2C audiences, marketers strive to provide the buyer with an authentic, customer-centric experience.
- Buying Process: When you market to a B2B, you'll find that companies work hard to streamline the buying process and save time and money.
- Content: B2B content is often longer and more detailed than B2C content.
- Social Media: Social media is used differently for each type of marketing. For example, LinkedIn is used for B2B marketing, while Facebook is used for B2C.
- Pricing: B2B pricing is often more complex than B2C pricing.
- Sales Cycle: The sales cycle for a B2B purchase is usually longer than for a B2C purchase.
- Product Complexity: Depending on the product or service you offer, the most complex sale could be B2B or B2C.