We are not the only one to ask : B2B vs B2C marketing: is it really the same thing? If that were true, buying a molten metal skimmer would be just as simple as buying a bottle of shampoo. So why is B2B marketing so different from B2C marketing?
We know this topic may seem settled for many people. Yet too many B2B companies still adopt or are advised to adopt B2C approaches and end up paying the price. Agencies that apply consumer-style strategies to B2B contexts also contribute to a distorted perception of what effective B2B marketing really is.
In short, treating B2B vs B2C marketing as if everything were comparable ignores the reality of business buying behavior. There is a fundamental difference between B2B and B2C buying behaviors when it comes to products and services. These fundamental differences stem from 12 characteristics that we have listed:
- Complexity / technicality of the offer
- Association / interdependence / often linked to services
- More inclined to be “more expensive” to buy
- Limited number of buyers
- A small number of customers represents a disproportionate value of revenue for your company
- Several people (or even purchasing committees) are involved in the buying process
- Decision-makers are often experts in their field
- Sales cycles are often long
- The impact of a purchasing decision is often major or significant
- Decisions tend to be rational
- Relationships are often very important
- Financial, functional, ecological and technological risks are often greater
Does your product or service meet most of these criteria? No…? Then don’t be surprised if your product or service is the subject of a complex purchasing cycle and requires attention!
B2B vs B2C marketing: the complex buying cycle
In a vast majority of cases, more than one person inside and/or outside the organization has a say in the decision to buy B2B products and services. Each persona has a role to play at a given moment, and a specific responsibility among those of the other players in the purchasing process.
You’ll agree that it’s easier to buy a bottle of shampoo than a skimmer of molten metal! The number of parties involved and their motivations are not the same. Also different is the buying cycle in both complexity and velocity.
The path to evaluating and making a purchasing decision follows a logic known as the “complex purchasing cycle”, through which buyers proceed to obtain what they need to complete their mission at the right time.
In short, although the buying cycle begins at the “discovery” phase, it is often invisible, despite the fact that it commonly takes place on the Internet. It’s when potential customers (prospects) contact you by form or otherwise that they come into the open.
The active buying process begins with the “qualification” phase. This is usually a technical evaluation phase. The prospect wants to know if and “how it works”.
Subsequently, the various players in the decision-making process focus their efforts on evaluating the risk and price of your offer, and finally on justifying the purchase: “why buy” from you?
After the act of buying, don’t neglect the “adoption” phase of your product or service. Poor adoption can undermine future sales or, better still, generate opportunities for cross-selling and/or value-added products and services.
Conclusion
In summary, understanding B2B vs B2C marketing helps avoid poorly adapted strategies and better supports the complex buying cycle. We invite you to consult our page on B2B marketing, where we explain it clearly and in detail, including this chart:
I also invite you to contact our team. They can tell you how marketing plays an essential role in the buying cycle. And how it accelerates sales when done methodologically.
FAQ
What are the main differences between B2B vs B2C marketing?
In B2B, purchasing decisions are rational, collective, and longer. In B2C, they are individual, faster, and more emotional.
Why can’t B2B vs B2C marketing be approached the same way?
Because B2B involves buying committees, higher risks, and structured decision processes that B2C approaches oversimplify.
How do buying behaviors differ in B2B vs B2C marketing?
B2B buyers must analyze and justify their decisions, while consumers tend to purchase more directly.
Why is the buying cycle more complex in B2B vs B2C marketing?
Because multiple stakeholders are involved at different stages and the process starts well before first contact.
What role does marketing play in B2B vs B2C marketing?
In B2B, marketing structures information and reduces perceived risk. In B2C, it mainly aims to trigger purchase.
