All marketing was not created equally; there are significant differences between the marketing techniques used towards consumers and the marketing techniques used towards other businesses. Both consumers and businesses have different rational processes regarding their purchase, which requires you to use a completely different type of marketing.
Let’s take a closer look at the differences between marketing towards business (B2B) and marketing towards consumers.
B2B marketing, or marketing to a business, is largely based on appealing to the logical side of your target—other businesses. In other words, businesses want to know why they should buy your product in a way that appeals to their business sense. Simply put: how will your product benefit their business? Will it help them save time, money, and energy? Will it appeal to the business’s customers? And so on.
You need to answer those questions by providing businesses with marketing materials that use statistics, numbers, and proven facts; the best way is to consider B2B marketing is educating a business about your product. Business marketing is built on data lists and extensive marketing materials that have significant detail about why your product is a beneficial purchase. Pamphlets, presentations, websites and even databases are all common features of B2B marketing.
B2C marketing, or marketing to a consumer, is largely based on appealing to the emotional side of your target—in this case, the consumer. In short, consumers want to know why they should buy your product in a way that appeals to their emotions and impulses. What effect will your product have on their lives? How will it help them? Consumers don’t want an educational discourse on your product, they want to know what your product will do for them personally in as few words as possible.
To answer these questions, you will need B2C marketing that appeals to the emotional, impulsive side of consumer purchases. Using emotion-based words and images is a common feature of B2C marketing, which is typically done through visual-based mediums such as commercials, magazine and public advertisements, and more recently through social media.
B2B vs. B2C
Let’s imagine that you are a farmer trying to sell crops of apples.
If you were using B2B marketing to pitch your apples to a supermarket, you would need to present detailed information about your apples: the type, how many trees you have in your orchard, how many apples are usually harvested each week or season, how many you can guarantee the store receives on a routine basis, and so on.
If you were using B2C marketing to pitch your apples to consumers at a farmer’s market, you would need to present information in an emotional, relatable way: how juicy your apples are, the flavor profile, how great they would taste in a pie or as part of breakfast, and so on.