B2B Marketers Can Learn From B2C Marketers

On the flip side, there are several elements that a business marketing professional must keep in mind when reviewing and purchasing in their business skin that do not apply to their role as a consumer:

    • Typically a more sophisticated buyer – higher education, a larger sphere of influence (other people influencing the decision), wants to look good among his peers, wants a success story for his/her resume and may prompt a promotion
    • Longer and more complex sales cycle
      • More people are involved in the buying decision rather than a husband and wife making a decision on a family car. There can be a committee of 10 people who have different requirements and have the final say when making a decision.
      • From initial inquiry to closed sale can be months to years rather than days or hours
      • With B2B selling there is typically less concern about price and more concern on return on investment, meeting an objective, etc. B2B decision-makers will pay more for peace of mind that the job will be done right the first time and the product or service purchased serves their purposes now and in the future.


    • More targeted approach. With B2C marketing, a high-end watch can still be marketed to 10% of the US adult population. With B2B, the decision-maker can be narrowed down to industry, company size, geographic area, functional area, etc. There may only be 10 potential buyers in your entire market! It can be good and bad – fewer potential buyers BUT with B2C, the target market is smaller, a business can make more use and be more efficient with their marketing dollars.
    • B2C is more transactional marketing, whereas B2B is more relationship marketing; B2C marketing is focused on a one-off sale. Meanwhile, B2B marketing is about building and maintaining a long-term relationship where there can multiple purchases over many years. That means that your brand promises had better deliver.,

All in all, a¬†B2B marketer will succeed if he/she remembers that his prospects and customers are indeed consumers first, and there are triggers and strategies that can be utilized and leveraged from the B2C “handbook” when marketing, selling, and building relationships with business professionals.












Leave a Comment