Are B2B and B2C really so different?

Are B2B and B2C really so different? Here are some commonalities:-

1.     Both need an effective sales process

B2B lead conversion may take much longer due to an extended procurement / due diligence process and so leads may require more nurturing. Ultimately, like B2C, you need a good understanding of the customer, the competition, likely weak points in your purchase funnel, etc.

2.     Both require a good grasp of the market and how your product stacks up 

While there’s a lot of ‘chest-beating’ in B2B and probably more marcomms clichés, you need to know what need your product meets in order to cut through the clutter. Volkswagen Commercial Vehicles in the UK have shifted focus away from category norms (shiny vans parked in front of rugged looking cranes) towards the audience need their product fulfils and have an IPA Effectiveness Award to show for it.

3.     Emotional vs. Rational

Yes, B2B sales are evaluated and potentially planned ahead of time, it’s a myth to suggest emotional messaging is only appropriate for B2C campaigns. In their 2013 “From Promotion to Emotion: Connecting B2B Customers to Brands” study, Google and CEB (now Gartner) worked with marketing research firm Motista to survey 3,000 purchasers of 36 B2B brands across multiple industries. The study found that, on average, B2B customers are significantly more emotionally connected to their vendors and service providers than B2C consumers.

4.     B2B sales are relationship driven & B2C sales are more impulsive, right?

In B2C, you’re likely to get more impulse purchases. However, it’s another myth to suggest that in B2B a long-term relationship plays a vital role. The process of sales includes the same and is strived to maintain the relation. PWC researched the B2B insurance market and saw that personal insurance buying behaviour is the biggest predictor of business buying behaviour (with the founder being responsible for sorting it out in most small businesses). 

In summary, both B2C and B2B disciplines involve the important task of influencing behaviour, driving consideration of one brand over another and a holistic approach to optimising both marcomms activity and the customer journey.