It can be rather confusing to understand the difference of B2B vs B2C marketing at first, but we want to make it easier for you to understand! There are businesses that sell directly to consumers and businesses that sell right to other businesses. We want to explore the differences between these two strategies and how wholesalers often times have to do a bit of both. Depending on your companies distribution strategy you may end up doing both B2C and B2B marketing.
B2B vs B2C marketing are two types of commercial transactions. B2B stands for business-to-business where products and services are sold between businesses. B2C is business-to-consumer, which is selling products directly to consumers. In each of these transactions buying behaviors between consumer and business buyers are very different. Learn the difference between B2B vs B2C marketing to better your business!
Know The Difference
B2B marketing is often much more complex in the decision making process than it is for end consumers. In B2B marketing oftentimes a company needs to have a more educational and value-driven approach. When selling products to retail buyers you often need to be more content driven and education oriented.
Relationship building is an absolute must in B2B strategies. You must constantly gather sales data, intelligence, and research of your clients within their industry and their level of competitiveness. Your company must constantly take care of the relationships it has with its clients. In recent years B2B marketing strategies have become more consumerized. This allows buyers to purchase online 24/7 similar to B2C online platforms.
B2B sales are much more complex than B2C sales. There are multiple stakeholders, many requirements, and long decision-making processes. The message in B2B marketing must be value driven and very clear. B2B eCommerce platforms can also be used as marketing engines.
B2C marketing will in the end influence B2B marketing. In B2C businesses the company provides products and services for the needs and wants of the end consumer. B2B buyers will purchase their products that they think will sell to consumers. With demand from the end consumer sales are higher for retailers. Many B2C marketing campaigns are geared towards emotional decision making.
When marketing to a potential consumer be sure that you focus on the benefits the product gives the consumer. Customers are different than selling to businesses in that they will require a variety of distribution channels. These channels involve anything that creates convenience to the consumer. You will also want to keep your message to the consumer as simple and clear as possible!
B2B marketing payments often vary between the businesses. However, in B2C marketing all consumers pay the same end price to purchase a product from a retailer. The terms of payment are different in that customers in B2B place large orders and negotiate terms of payment. In the payment mechanisms in B2C customers pay at the point of sale with either a credit card, debit card, check, or cash. B2B transactions are not paid off immediately, but rather after delivery there is an invoice which is settled within agreed payment terms.
It is extremely important that you implement the correct system for your consumers. Focus on the problems and pain point that you need to solve. For your B2C marketing it is smart to do the following:
- Keep ROI-based lead generation in place
- Invest in a solid distribution network
- Be where your customers are
As a wholesaler it is important to remember that business-to-business marketing is often more expensive and requires more decision makers. Remember that B2B vs B2C marketing has many differences with decision making being educational versus emotional, payment processes, and who you are selling to. As a wholesaler you need an ordering system that makes processing easier today! Contact us to learn more about our software programs.