Marketing to a B2B customer vs B2C consumer is different. In this blog, we will share the top eight reasons why B2B and B2C companies need different digital marketing approaches.
We all know that when it comes to digital marketing, B2B firms and B2C firms operate in very different worlds. While both types of firms want the same thing, i.e., new customers, the way they get those customers differs greatly due to a difference in the buying process, complexity of the product, and customer behavior.
The B2C marketer’s main objective is to reach and influence as many people as possible so that they can develop a customer base large enough to reach economies of scale. On the other hand, B2B marketing strategies are focused on getting inroads and building strong relationships with targeted accounts so they can provide the most value. Their main aim is not just to acquire new customers but also to retain existing customers who will continue buying from them in the future.
The B2B marketing decision-making process often involves convincing multiple stakeholders to buy your product or service and therefore their campaigns are focused on more complex messaging, sales processes, and results over a longer period. Conversely, B2C companies are more focused on awareness, engagement, enjoyment, and immediate gratification. Their audiences move quickly, so strategies need to be shorter and more targeted to swiftly capture the attention of their target user base.
Let’s dive in to explore:
The top 8 key reasons why B2B digital marketing strategies differ so much from B2C digital marketing strategies.
1. Target audience: B2B and B2C companies have unique differences when it comes to the target audience, and this impacts how digital marketing is used. B2B companies target other businesses and decision-makers, whereas B2C companies target individual consumers.
For B2B companies, the tone, messaging, and tactics must be tailored to reach multiple decision-makers across departments and roles to build relationships over time. The brand needs to position itself as a trusted source of expertise, by providing valuable advice and insights that bridge the gap between its product or service and its customer’s needs. On the other hand, B2C companies strive to create an emotional connection with individual consumers, to make quick sales and generate high brand loyalty. This may be accomplished through personalizing content, offering discounts or rewards programs, or creating a sense of urgency for customers to act now.
2. Buying process: Purchasing decisions for B2B customers and B2C customers follow different routes, and this affects the approach to lead nurturing and sales funnel in digital marketing. The buyer journey for B2B companies is a complex one involving multiple stages and stakeholders, who must be engaged and educated before any sale can go through. It’s not enough to just build trust – the information provided needs to address the needs of each individual decision-maker along the way. B2B buyers validate multiple aspects of the product or service being offered. They are likely to look at reviews from industry peers and technical specifications before taking a decision. In contrast, B2C customers’ journeys tend to be more straightforward, with them focusing primarily on the convenience, cost of the product, and its features. As such, digital marketing tactics need to be catered to differently. For example, strategies used in B2B digital marketing can include lead-nurturing emails that move customers further along the sales funnels while creating educational materials helpful to the buyer’s research process. On the other hand, B2C digital marketing involves campaigns aimed at building interest among potential consumers by highlighting trendy features of products in a creative way to catch their attention.
3. Product offering: B2B products and services tend to be more technical, specialized and expensive, whereas B2C products are typically more accessible and easier to understand. With B2B offerings, marketers must adapt their content to speak to a more technical audience, often through data-driven metrics such as return on investment. Their messaging also needs to be tailored to all decision-makers in the organization, while still encouraging engagement from other departments. In contrast, B2C organizations focus on showing their value and benefit to an individual and are at the liberty to use a more light-hearted tone to reach audiences who may not have an in-depth understanding of the specific product or service offering. Through clever messaging and visuals, b2c companies can create a sense of excitement among potential customers and compel them to purchase their products or services.
4. Sales cycle: From identifying the customer to understanding the needs and delivering the solution, the journey of a sale looks completely different in the case of a B2B vs a B2C firm. B2B sales cycles generally require more effort and dedication from marketers than B2C, as the success of their efforts can take longer to solidify. This is due to the complexity of decision-making and a greater need for multiple touchpoints through different channels, as well as direct contact with prospective customers. As a result, B2B marketers need to create strategies that are tailored to long-term objectives rather than short-term wins. They must build relationships based on trust by providing informative content throughout the cycle so that buyers have all the facts they need to make an informed decision. Furthermore, B2B customers often require additional time to digest that information, making it important for B2B marketers to understand customer behaviors.
In contrast, B2C digital marketing campaigns must be crafted to capture a customer’s attention in a single glance since individuals rarely take months to research their purchase options. Therefore, the focus of many B2C digital marketing campaigns is on quick sales and impulse purchases.
5. Budget allocation: B2B and B2C companies have completely different strategies when it comes to allocating budgets for marketing. B2B companies generally put forth more investment into their marketing initiatives, with the expectation of a larger return on investment, while B2C companies tend to engage in high-impact, low-cost tactics that often result in quicker sales. This difference in approach makes digital marketing efforts shift in scale and type — while B2B companies tend to focus on targeted campaigns backed by data, B2C companies allocate budget toward channels such as social media advertising and influencer marketing to drive direct sales.
6. Channel preference: B2B companies often prefer using channels like professional networking sites such as LinkedIn, email marketing, industry events, and webinars to connect with potential customers. On the other hand, B2C companies face a unique challenge when it comes to reaching their target customers in an engaging way due to the availability of numerous platforms and mediums. With the advent of social media and influencer marketing, B2C brands have unprecedented access to reach their consumers in real-time. Video content is also increasingly popular with the growth of shareable platforms like YouTube and TikTok. By capitalizing on new opportunities offered by digital technology, modern B2C brands can stay ahead of the ever-evolving competition.
7. Content marketing: Content marketing is a key tool used by both B2B and B2C companies to capture the attention of their target audience. While the content for B2B companies is typically more technical, focusing on educating and building relationships with their customers, B2C companies can take more of an emotional approach and incorporate lifestyle content into their strategy. In either case, content marketing is key for both b2b digital marketing and b2c digital marketing as it steadily builds trust with the customer base, strengthens brand messaging, and drives conversions.
8. Measuring success: B2B and B2C companies have different goals when it comes to measuring the success of their digital marketing efforts. B2B companies view success as driving revenue through lead generation and customer acquisition, while B2C companies focus more on customer lifetime value, retention, and satisfaction. To accomplish these different objectives, B2B businesses normally leverage automation services such as analytics tools and marketing platforms, whereas B2C businesses rely more heavily on social media campaigns, advertising strategies, and creative content.
It’s clear that b2b digital marketing strategies differ significantly from b2c digital marketing strategies. The most important difference is the decision-making process that each type of customer goes through before making a purchase. Because of these differences, it is essential that businesses tailor their digital marketing strategies accordingly. If you need help with crafting digital marketing strategies that will work for your business, contact us today. We would be happy to assist you in putting together a digital marketing approach that achieves your desired results.