DIFFERENCE BETWEEN B2C AND B2B

Marketing for B2B vs. B2C – Similar but Different
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Business-to-business (B2B) and business-to-consumer (B2C) marketing is different. Some people think

marketing is marketing and whether you are marketing to consumers or marketing to businesses, you are

still just marketing to people, right?

Well, yeah they are people, but a person buying a product for themselves verses buying for their company

is a very different, emotional experience. In fact, there are profound differences that you must remember

when developing your marketing activities. B2B depends on relationship building marketing efforts. Using

consumer-focused strategies to market your B2B business will, at best, just cost you money. And, in some

cases, it may cost you customers.

What is B2B and B2C Marketing
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These terms were coined to differentiate Internet commerce businesses that sold to primarily to

consumers verses those whose market are other businesses. These terms have expanded their definitions

to refer to any business who sells primarily to the end customer (B2C) or to other businesses (B2B), both

online and offline. Although the marketing programs are the same for each type of business (events, direct

marketing, internet marketing, advertising, public relations, word of mouth and alliances), how they are

executed, what they say, and the outcome of the marketing activities differ.

The first step in developing your marketing strategy for B2B is similar to the first step in a B2C strategy:

identify who the customer is and why they need to hear your message. From there, the marketing activities

diverge.

The highlighted boxes summarize the differences between B2B marketing and B2C marketing. Your

marketing plan needs to take into account the differences and ensure you are developing the right types of

activities for your particular market.

Businesses that Sell to Consumers

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B2C

• Product driven
• Maximize the value of the transaction
• Large target market
• Single step buying process, shorter sales cycle
• Brand identity created through repetition and imagery
• Merchandising and point of purchase activities
• Emotional buying decision based on status, desire, or price

The ultimate goal of B2C marketing is to convert shoppers into buyers as aggressively and consistently as

possible. B2C companies employ more merchandising activities like coupons, displays, store fronts (both

real and Internet) and offers to entice the target market to buy. B2C marketing campaigns are concerned

with the transaction, are shorter in duration and need to capture the customer’s interest immediately.

These campaigns often offer special deals, discounts, or vouchers that can be used both online and in the

store. For example, the goal of an email campaign for a B2C company is to get consumers to buy the

product immediately. The email will take the consumer to a landing page on the web site that is designed

to sell the product and make purchasing very easy by integrating the shopping cart and checkout page

into the flow of the transaction. Any more than a couple of clicks and the customer is likely to abandon the

shopping cart.

One interesting aspect of B2C marketing, however, is that many companies have realized the importance

of loyalty. Amazon, Best Buy, and Staples combine merchandising and education to keep customers

coming back. Add great customer service, and you get a winning combination.

Businesses that Sell to Businesses
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B2B

• Relationship driven
• Maximize the value of the relationship
• Small, focused target market
• Multi-step buying process, longer sales cycle
• Brand identity created on personal relationship
• Educational and awareness building activities
• Rational buying decision based on business value

Although the goal of B2B marketing is to convert prospects into customers, the process is longer and more

involved. A B2B company needs to focus on relationship building and communication using marketing

activities that generate leads that can be nurtured during the sales cycle. B2B companies use marketing

to educate various players in the target audience because the decision to purchase is usually a multi-step

process involving more than one person. For example, the goal of an email campaign for B2B is to drive

prospects to the web to learn about your products and services. The e-mail to a business must contain

contact information for offline communications and the landing page should contain information on

features, benefits, and possibly pricing. This marketing activity is usually the first step in a longer,

integrated touch campaign that may include direct mail, telemarketing, Web casts, newsletters and follow

up by sales representatives who will discuss the businesses requirements in more detail and move the

prospect through the sales cycle. Content is king for B2B marketing and white papers, newsletters, and

coverage of your products and services by the media helps companies educate their prospects.

Akash Shrivastava [B.Tech(C.S.E)]
Software Engineer cum SEO project manager
(SEO)
AeroSoft Corp
www.asiaguidetours.in
www.aerosoft.in
www.aerosoft.co.in
www.aerosoftorg.in 
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www.aerosoftseo.com

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