You may not believe it but marketing to business is different than marketing to a consumer. Even though you sell your product to an individual, it’s experienced that there is a deep difference between these two types of markets.
In B2B marketing, you may realise that businesses try hard to organise the purchasing process to save money and time. This typically explains the reason why a B2B purchase is centred more on logic and why a consumer’s purchase is centred more on emotion.
It’s a fact that the cost of a sale for the B2B market is higher and usually more than the B2C market. It can be explained more easily in this way: a business-to-business transaction usually needs more consideration and more number of people tend to be involved needing more decision makers.
On the other hand, the business to business consumer will more frequently than not should be able to prove a return on investment for their purchase.
In B2B marketing, you are intended to focus on your product’s logic. This is done by focusing on the product’s features. In B2B marketing, there is little to no involvement of personal emotions in the buying decision.
You want to concentrate on understanding the organisational purchasers and how they work within the limits of the procedures of their organisation, their role, what’s essential to them.
Strategic marketing consulting firms like BrandQuest observe that the B2B market has a lust for knowledge. They are information seekers. Therefore, go deep with your marketing materials.
Your most powerful marketing message should focus on how your service or product saves their money, time and resources.
What return on investment can they expect with their purchase? This return on investment can be money saving, time saving or resource saving, but it should be obvious to get everybody involved.
Your B2B marketing is needed to validate their purchase through a financial scrutiny, logical argument and data. This doesn’t indicate that there is no emotion involved in the purchase.
When you deal with a business, there are people behind that business; so, emotions are involved in the decision, because individuals are involved in making a decision.
So, consider their desires, requirements and motivations but back them with logic, strong data and financial benefits.
The buying process of businesses also tends to be lengthier than a consumer; this can associate to requiring to have several touch points to confirm the sale.
While marketing to a consumer, you should focus on the benefits of your product. Consumers’ decision is more of emotional. Consumers are different than businesses in that they want various distribution channels for convenience which is not the case with the B2B market.
Consumers tend to be less interested in a prolonged marketing message.
Consumers will need you to get exactly to the point. They won’t wish to work to find your benefits. They, instead, will need you to explain the benefits to them.
Your message for consumers should be simple and easy to understand. You are also likely to find that consumers have a much shorter buying process than businesses. They can buy within a few minutes or at the most within a few days.
Your most effective marketing strategies for consumers should focus on the outcomes and benefits of your product or service to them. Thus your B2C market buys more on the basis of emotions.
They are more concerned with the benefits of the product. They will want to listen to more about how your product or service will be of help to them and solve their problems.
So, focus on those benefits and problems you can solve. Refer to the B2C brand strategy Sydney from BrandQuest to understand this well.
If you understand this difference, you can make your marketing successful on both the fronts, whether it is B2B or B2C.