The B2B and B2C Marketing Differences

A simple google search will tell you B2B stands for “business-to-business” while B2C stands for “business-to-consumers”. So, a B2B marketing agency sells its products or services to other businesses whereas a B2C marketing agency sells its products and services to end-consumers and buyers for personal use. More specifically, B2B marketers sell to the key decision makers or influencers of a particular business which can include everything from high-end marketing automation services to something as simple as office chairs. B2C marketers sell anything from clothes to groceries to romantic getaways/cruises, cars, gadgets and so much more.

THE KEY DIFFERENCES:

Both B2C and B2B marketing campaigns use more or less the same technical practices like retargeting to reduce abandoned carts or negative keywords to improve ad placements. While the inherent objective and initiatives to get there remain the same, there are fundamental differences between the two in certain areas-

1. The Decision Maker/ Influencer

Reaching out to the key decision maker of the household will benefit B2C marketers but they don’t have to exclusively appeal to a single member in the family or household to sell their product. For e.g. A kid who fawns over a new flavour of ice-cream he never tried before might ask his mother to purchase it for him, even though the ad appealed to someone other than the primary buyer of the product.

However, in B2B marketing, you need to appeal to a specific individual or a small group of individuals in the business who are the key decision makers of whether they want to buy a product or service from another business. For e.g. if 20 employees in a company want new chairs, only the office manager or the upper-level employee will have the ability to make the purchase decision and they have to be on the receiving end of the ads directly.

2. Underlying Motivation

The motivation for a business purchase and a personal purchase is likely to be very different. While B2C consumers are purchasing with the desire to improve their lives, B2B consumers purchase with the goal of improving their business and most importantly the company’s bottom line.

3. The Time Taken To Convert

B2B customers are likely to take a significantly longer time conducting more and more research before arriving at the purchase decision. Once they see the initial benefits, they’ll click to your site to learn more and see the details, then look for third party reviews and at other competing options. It’s their business, after all, so the stakes are high.

B2C consumers want to see pretty much everything they need to know about the product or service immediately before making a purchase decision. For e.g. If you’re switching to a new brand of tea or buying a skincare product online, you’re not going to put extensive research of months and years to finalise the decision. A simple look at the packaging of the products or its online reviews is enough to drive purchase decisions. This is why it takes longer for B2B consumers to convert to leads as opposed to B2C consumers.

With that said, there are a lot of similarities in B2B and B2C businesses as well, for e.g. their end goal or objective is the same because in both cases you are selling to people no matter what.

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