These eight professionals from Ad Age Collective are well-versed in what the difference steps are between B2B and B2C campaigns. Here, they try to explain those differences, and why they are so fundamental for consideration when comparing B2B to B2C marketing efforts.
1. Develop a long-term strategy.
B2B is a long-term strategy, providing solutions for an exponential increase in KPIs and aiming to reduce friction and function seamlessly as an integral part of your strategy. B2C marketing is more immediate, with short-term results and measurements. It focuses on larger audiences and the constantly changing behavior. It is more experiential and emphasizes instant rewarding in the short term. – Oz Etzioni, Clinch
2. Think about the multiple audience layers.
It’s more what I would do for B2C that helps tackle B2B. B2B marketing is all about the customers of the client. But ultimately, the customers either sell to consumers, or are consumers themselves. So think about the multiple layers of audiences when crafting a marketing plan. Always look at how what you do impacts the end consumer, and how what is happening in their life can impact business. – Maggie O’Neill, Peppercomm
3. Focus on the channel above all.
4. Consider the client’s product and/or service goals.
For a B2B campaign, you have to remember you’re speaking to a business or small business owner who needs to have a product or service that will enhance their operation or help generate substantial leads for their company at a larger scope. A B2C campaign focuses on an individual product or service that helps enhance the individuals’ needs, so it typically has a more singular focus. – Jessica Hawthorne-Castro, Hawthorne Advertising
5. Identify the right avenues for engagement.
6. Take into account expectations across a team.
The B2B buyer is a buying team where around 10 people make the final decision. Each of these buyers have consumer-grade expectations for an omnichannel, personalized experience. Not to mention, sales cycles can be over a year and things get complex fast. This is why AI is critical — no human can take in intent signals across channels and connect them to buying teams to orchestrate great experiences. – Latane Conant, 6sense
7. Incorporate evidence and statistics.
B2C can use tactics of emotional appeals extremely effectively. While B2B can also use these same tactics to build rapport, it isn’t enough. B2B clients are seeking a demonstrable result that isn’t always applicable in B2C. It might be ROI, revenue growth or an increased subscriber count — regardless, your messaging needs to incorporate proven evidence and statistics to back up your claims. – Patrick Ward, Rootstrap
8. Don’t be afraid to add more technical details.
When it comes to B2B marketing, I would add more technical details than I would in B2C marketing. B2B customers care about getting the right product specifications for their needs and helpful customer service, whereas B2C customers care about the end result. I would approach B2B marketing with more data and facts due to these differences. – Syed Balkhi, WPBeginner