Financially Responsible Marketing

Understanding B2B marketing

Posted by on Jul 13, 2011

Although you are still selling a product, there is a difference between marketing to a business and marketing to a consumer.  The differences in these marketing audiences run deep, and yet corporations often use the same techniques to attract sales from these highly divergent groups.

Here are some tips to keep in mind while planning your Business to Business (B2B) marketing strategy:

  • Businesses work to streamline the buying process in order to minimize cost and maximize productivity, and therefore many business purchases are based on logic, whereas a consumer’s purchase is heavily rooted in emotion.  When marketing to a B2B focus on the logic and tangible benefit of the product and not the emotional qualities attached to it.
  • The cost of a sale in the B2B market is more expensive, requires longer lead times, and more investment in time and resources than a Business to Consumer (B2C) sale.  B2B purchases require more consideration.  Spend time learning about the layers of the organization:  where the buyers are in the decision making process and how they operate within the procedures of the organization.
  • The B2B market is full of information seekers with a thirst for new products and innovation.  Provide more in-depth product information in your marketing materials by focusing on the features of the product.   Your most effective marketing strategies will be pragmatic, in-depth, and focus on how your product or service saves them time, money and resources.