B2B and B2C Marketing


We often hear the terms B2B and B2C.  It is about time that we get to know them better and understand how these two things really work and how different or the same they are.  B2B stands for Business to Business while B2C means Business to Consumer.  It is similarly saying that when you perform marketing, it is also like doing marketing to a different class or group but what people do not know really is that marketing to a specific group of people is different when you do marketing to another group.  When you market to consumers, this is different from marketing to businesses.

When you create your marketing activities, you have to take note that people buying products are different from people buying for their company.  When you are into B2B or Business to Business, you have a dependency on relationship building with marketing efforts on hand.  If you are going to use strategies such as those that have their focus on consumers, it will only be more expensive and there wouldn’t be any ROI.  The worst thing that could happen is losing your money and customers.


The Meaning of B2B and B2C Marketing

Internet commerce businesses have evolved to a great degree and due to the changes in internet marketing, B2B and B2C came about.  When you say B2B or B2C, they are actually businesses that are geared towards selling to either the customer which falls under B2C and another scenario goes to business which is categorized under B2B.  These terms are used whether they are done offline or online.  Take note that when it comes to the marketing programs of either B2B or B2C, they are basically the same and this also goes to the way these are executed and whatever outcome will be for the marketing activities.

When you develop a marketing strategy for B2B, you may also do it in a similar fashion with B2C and this means that you need to identify who your customer is before anything else and why your message has to be heard across.  When this is done, you will notice that any marketing activities going on will diverge.  Part of your marketing plan should include the differences that have been noted and you also need to make sure that the correct types of activities are in place for a specific market type.


B2C or Business to Consumer

The objective of B2C is simple.  It is to change shoppers and make them more aggressive when it comes to buying products and be consistent at it.  Companies that are classified as B2C have more activities related to merchandising and these activities include displays, coupons and store fronts availability and this is geared towards encouraging consumers to buy products.  Marketing strategies are more geared towards shorter transactions while ensuring that the attention of the customer has been caught.  Part of the campaigns that happen in B2C transactions include special deals, vouchers and even discounts that could be used whether online or offline.

One good example of a B2C campaign is by making people buy the products through an email campaign.  While the consumer is reading the email, he or she will be redirected to a landing page of a website with the main purpose of selling the product.  Buying the product will also be easy with the shopping cart and the check-out page.  If it is going to take more clicks before the buyer can finally buy the product then the probability of driving him or her away is huge.

B2C Marketing companies have also realized that loyalty is an important aspect in this business.  When you combine merchandising and education such as the ones from Best Buy, Amazon and Staples, will make your customers keep coming back for more.  If you add more to this like great customer service then you get great marketing strategies plus winning services.


B2B or Business to Business

B2B Marketing is a longer process than B2C although the objective is still to convert possible clients to customers.  In this type of business strategy, the primary focus of a company should be in building relationships.  This can be done through marketing activities that will create leads and capitalize on these.  Companies here employ marketing and educating them at the same time.  This is done in an effort to capture different customers because when you make a purchase this includes different steps and would usually involve different people.  A good example is B2B campaign involving email wherein prospective clients are driven to the web so they could learn more about the different products and services.  A business email should include contact information so if the prospective client wants to communicate with the merchant, it would be easy.  The landing page of the site should also include features, benefits and pricing if possible.  This is just the initial step in a merchant’s marketing strategy because more processes could involve such as direct mailing, webcasts, telemarketing as well as newsletters.  Follow-ups may also be done from sales representatives that will talk about business requirements in greater detail.

B2B marketing values content because it is the primary thing that will make it work and with the availability of resources such as newsletters, media hype of the products and services will help with the education of more prospects.


B2C Buyer and B2B Buyer

The business buyer knows what he or she wants.  He or she understands what your products are and what they can do and will continue to help make your product profitable and successful.  Marketing copy is important because it will help communicate with your target audience.  Your reader has high interest and understanding of your products and when you write a marketing copy that is more complex and will require you to do a lot of research, it will ensure that the message would be delivered to the buyer.

The B2C buyer goes for the best price available.  He or she will do some research about the competition before doing the final shopping.  Another thing that needs to be considered is if the buyer trusts the retail outlet whether online or offline.  Despite having various online stores selling a particular brand or product, buyers would usually go to a store that they trust.  In this case, the goal of B2C marketing is to establish that trust so customers will buy and at the same time, loyalty can be nurtured.

The quality of customer service is what most buyers also look for.  With B2B, customer service happens even before making the sale and the buyer will already see this at first contact with the merchant or company.  This is regardless if the company will call the buyer or vice versa.  With B2C on the other hand, customer service in this case creates loyalty with the expectation that even if the product costs higher than usual, they know for a fact that they could return the product and could trust the source of the item.  Therefore, customer service is important and even if this is not even considered part of marketing, having some bad customer service can lead all your marketing efforts to something useless.


Written by

Dani Avitz has wide experience in E-Commerce (both the practical and academic aspects), by outlining a long-term sales strategies. Knowledgeable in SEO, SMO, PPC, Affiliate and Marketplaces such as eBay, Amazon, Etc.

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