A guide to B2B Marketing and how it differs from Consumer Marketing

B2B Marketing It is about how a business meets the needs of another business, by providing them what they need.

Convincing a potential customer, to believe that the products that a particular business is providing is the best for them is not an easy task. Just the way good and services are marketed to the consumers, similarly, goods and services need to be marketed to the potential customers i.e., the other businesses in this case.

B2B Marketing is an essential part of any business activity and unless an innovative yet the most apt marketing technique is used, thriving in the market becomes difficult. This is one major reason why businesses often end up recruiting specialized B2B Marketing agencies to provide such services.

But how is B2B Marketing different from Consumer Marketing? Aren’t both the processes,marketing goods and services at the end of the day?

·B2B customers are more rational as compared to the B2C customers

B2B clients are those who buy raw materials or products in order to add value to it, to take it a step ahead towards the final product, hence, this bars common tendencies of impulsive indulgence. Where as, B2C customers are those who buy the end products and often end up buying things that they might not need or might not be extremely useful.

This explains how B2B customers are more rational when making buying decisions, even though debate on the same has been going on forever.

·Packaging plays an important role in B2C markets

The more attractive the packaging of the final products, the more it lures the consumers into purchasing it. This stands true for the B2C markets, where packaging is an integral part of marketing. B2B clients are more concerned about the material/quality of the products rather than how they have been packed. Packaging plays almost no role, in the B2B marketing methodologies.

·Personal Relationships matter in the B2B markets

Having cordial relationships with the clients is extremely important in the B2B market segment, making personal touch an essential marketing technique. The customer base in such markets are small as compared to the B2C markets, and both the businesses often know each other by their first names.

Whereas, in the B2C market, people know the brands and not the ones who own or run them. Personal touch over here is mostly through the sales teams, who themselves might not be in personal touch with the actual owners.

B2B Marketing and B2C Marketing might be both marketing methodologies but the markets they both deal in, are almost poles apart. Differing markets, differ the marketing techniques too, making both the processes different from each other.

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