B2B Marketing
B2B vs B2C Marketing – My Thoughts Updated
I wrote an article a while back that is posted on my Vista Consulting site called “B2B vs B2C Marketing: Similar but Different“. It’s the most highly visited page on my web site. In the article I contrast the two types of marketing as follows:
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
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
This weekend I got an email from a graduate student at Virginia Commonwealth University with questions about these comparisons for a project for her marketing class. Read more »
Marketing for B2B vs. B2C – Similar but Different
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. Read more »
Tags: b2b, b2c, relationship marketing
