If you’re a Business-to-Consumer (B2C) company, you are selling to individuals. You are acquiring each relationship through a transaction – and the more transactions you complete, the more people your business has touched.
Therefore, it is prudent to create a strong brand presence in a marketplace, and use it to leverage sales. If the customer has seen your brand message more times than he’s seen your competitors, he’s likely to choose your product.
B2C Characteristics
Short sales cycle
Small purchases
One or few decision makers
Looking for satisfaction
Business-To-Business
As a Business-To-Business (B2B) company, you are taking a lot more time to build your relationships. You are earning the right to transact – and you are transacting on a much larger scale over longer periods of time. Further, when you are selling to a business you are dealing with many more buyers and decision-makers in the sales process.
Therefore, your brand is not the most important message. Your sales and service record are going to speak much more loudly than your logo and your “look.” And while it’s still important to have a brand message – that message should be derived from, and supported by, your sales and unique ability to solve the customer’s problem and generate ROI.
You are entering into a relationship with the customer over long periods of time, sometimes years, in order to earn the right to transact.
The Difference Between B2B & B2C Marketing
Business-To-Consumer
If you’re a Business-to-Consumer (B2C) company, you are selling to individuals. You are acquiring each relationship through a transaction – and the more transactions you complete, the more people your business has touched.
Therefore, it is prudent to create a strong brand presence in a marketplace, and use it to leverage sales. If the customer has seen your brand message more times than he’s seen your competitors, he’s likely to choose your product.
B2C Characteristics
Business-To-Business
As a Business-To-Business (B2B) company, you are taking a lot more time to build your relationships. You are earning the right to transact – and you are transacting on a much larger scale over longer periods of time. Further, when you are selling to a business you are dealing with many more buyers and decision-makers in the sales process.
Therefore, your brand is not the most important message. Your sales and service record are going to speak much more loudly than your logo and your “look.” And while it’s still important to have a brand message – that message should be derived from, and supported by, your sales and unique ability to solve the customer’s problem and generate ROI.
You are entering into a relationship with the customer over long periods of time, sometimes years, in order to earn the right to transact.
B2B Characteristics