B2B Vs B2C Conversion; What's the Difference?

Posted by Netmatters
29th July 2015

The basics of marketing; both sides of the story.

In marketing there are two different sides of the spectrum that need to be appealed to. One is the consumer side, so consumers are individuals who buy on impulse and tend to buy one of a product there and then. The outcome of a consumer conversion is the direct sale of a product to a customer. Business to business sales are completely different in every way, with the reason for a business to buy being based on how it can benefit their company to achieve a goal; for example by increasing productivity, financial management and much more. The outcome of a B2B sale comes after much time spent thinking and assessing the options, and after this the goal isn’t a sale, but rather increased awareness or a long term relationship/multiple leads for the company.

The better marketing team realise that they are selling to more than one audience, and they accept that both of these audiences will require a drastically different set of marketing to achieve the end goal; conversion. Often marketers forget this, the most important rule of marketing is to always remember that who you are marketing to does not only affect what you say, but where you say it and how you say it.

What do both look for?

Businesses and consumers are two very, very different parties. Both want different things, and both look for very different things when having a product sold to them. To understand what to do to market to both parties then it is beneficial to put yourself in their shoes. If you can understand both mind-set’s then you will be able to get a feel for what will work when selling a product to them, remember consumers buy with their heart and businesses buy with their head.

  • Consumers – prefer a friendlier, more casual tone. They typically respond better to language that speaks their emotions, makes them laugh, or appeals to issues close to them personally. Primarily they are looking for entertaining content.
  • Businesses – prefer a head strong, logical pitch that is presented professionally. Sometimes a casual tone can appeal to the business side of the market, but it must be used very well and rarely to be effective. They are experts in their fields, and take buying products or forming relationships with other businesses seriously, so if you can come across like an expert then it could come across as a winning factor in their final decision of whether to buy or not.

Promotion of your brand.

Both parties here behave very differently when finding products online. This sets them apart, and can actually make marketing to the two sides a little easier, as it becomes easier to separate the two parties based on where you are promoting your brand. Consumers spend a lot more time on social networks than businesses, Facebook, Twitter, you name it they’re on it. Businesses on the other hand do not spend a lot of time on social networks, they are much more likely to go straight to a vendors website than look at their Twitter feed per say, also businesses spend a lot more time on blogs than on social networks.

Some fundamental things to take away with you.

Marketing may seem like a walk in the park at first, but as you delve deeper into marketing it will almost certainly be much deeper and more intricate than you could have ever imagined. Many campaigns fail on the fact alone that they forget who they are talking to, and forget that this affects every single decision and change you make. To run a successful campaign you absolutely must understand how the different markets reach conversion in very different ways. If you can build your campaign off of this then you are on your way to developing a successful campaign. 

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