The basic principles of marketing remain the same whether it is B2B or B2C marketing. Strategic planning and market analysis are the same. On the other hand, the techniques that need to be put in place are somewhat different. Indeed, each type of commercial exchange must be taken into consideration. What are the differences between B2B and B2C marketing?
B2C and B2B: two different types of targets
B2B marketing concerns by definition the commercial exchanges that are carried out with another company. B2C marketing on the other hand is about the commercial exchanges of a company with a customer base of individuals. These two types of marketing have very different targets. The targeted companies in B2B are much larger but limited in number indeed. On the other hand, they remain better informed compared to individuals. Therefore, to analyze their needs and find adequate solutions, you need to do more research work with professionals. A marketing strategy providing much more specific information than in B2C will be necessary for B2B. Indeed, customers are less aware of the solutions and products offered in B2C. For individuals, using simpler language will always work better than using technical language.
In the long term, the strategy is different
For corporate customers, this need for information is almost always present once they have made contact with the selling company. They continue to inquire about the services or products they use, as well as their evolution, even after they have made a purchase, in order to obtain real expertise that perfectly meets their needs and, if necessary, to be able to change solutions. In B2B marketing, customers have an increasingly active role.
Considering indirect value in B2B
A B2C marketing strategy generates direct value. This is measured by the effectiveness of the product or solution that the company offers to the customer. It also has an indirect dimension in B2B marketing. When the target is indeed a company, marketing also has an indirect influence on the customers of the client companies. The downstream markets must be taken into account in B2B, i.e. the customers of your customers who are companies. In order to bring them value, well-thought-out tools must be implemented.