What are the differences between B2B and B2C marketing?

The term “B2C”, or “BtoC”, is used to refer to commercial exchanges between companies and individuals. It comes from the English “Business to Consumer”. Thus, B2C concerns transactions with the general public. The term “B2B”, or “BtoB”, comes from the English expression “Business to Business”. B2B exchanges, between companies, represent the majority of commercial exchanges in the world. Here are some pointers on the difference between B2B and B2C marketing.

Mind the target

While in B2C, the value in a marketing strategy is only direct and we measure it by the effectiveness of the product or solution offered to the customer. This generated value also has an indirect dimension in B2B. Indeed, when the target is a company, marketing also has an indirect influence that applies to the customers of the client companies. Business to Business marketing must therefore also take into account the downstream markets. I.e. the client’s customers, by putting in place tools designed to bring something to them.

B2B and B2C marketing: The reasons to buy are important

Consumers are looking to satisfy their desires by pleasing themselves.  Since the motivations of professionals and individuals are not the same, the communication and the messages to consider to encourage purchases will also be different: In B2B, you should communicate on values or on the quality of the proposed services for example. In B2C, to push a consumer to buy, the message should be based more on the competitiveness of the product or service and on the emotional satisfaction, i.e. the benefits that consumers will get from this consumption.

B2B and B2C marketing: Your content also changes

B2B marketing requires very detailed content. Indeed, its audience expects to be pampered by sales and marketing teams. In contrast, social media activities for B2C customers must meet simple criteria: be useful, fun and shareable, which can be just as complicated.

Buying cycles differ

B2B and B2C also differ in the buying cycle. The B2B buying cycle is much more complex and long, especially because it involves more important decisions, which require a much larger budget than in B2C. The reflection stage in B2B is therefore longer than in B2C where the buying cycle is much shorter.

When working with the differences between B2B and B2C marketing, remember: from one industry and even from one client to another, no two projects are the same. Curiosity and creativity are therefore as important in B2B as in B2C.