Certainly, the absolute alignment of one of the models (B2B – B2C Marketing) in a business does not have to be 100%. Today, even a niche focused, startup e-comm business may build online presence and succeed in B2B instead of B2C. Again, it isn’t always cut and dry. In fact, sometimes there are overlaps. However, the differences between B2B and B2C search marketing are significant. Specifically, CSC is experienced in and serves both types of businesses. Similarly, we understand the differences. Furthermore, we know what it takes to develop a high-performing intelligent strategy. Whether it’s relationship building or communication strategy, we value the different approaches to maximize the effectiveness of the marketing tactics.
The Basic Differences in the Models
- Customer Relationships: While B2B marketing focuses on building personal relationships, B2C marketing has a bit of a more transactional focus.
- Branding: In B2B marketing, branding is more focused on positioning while in B2C marketing, it’s more about messaging.
- Ad Copy: In B2B marketing, ad copy tends to use the terms their clients are familiar with, while in B2C marketing, ad copy can be more playful and emotional.
- Decision-Making: In B2B marketing, B2B businesses strive to maintain open communication in the decision-making process. For B2C marketing, businesses strive to make the process as quick and easy as possible.
- Audience Targeting: While B2B marketing involves finding a niche for audience targeting, B2C marketing is a little more funnel-focused.
- Purchases and Revenue: While B2B has lower amount and shorter cycles (days), B2C has higher amounts and longer cycles (months).
Using B2B or B2C for CVP, ICP and the Pitch
Whether you decide to sell the offering as B2B or B2C, a company will find that determining customer value proposition (CVP) is integral to both models. Certainly, it is easy to oversimplify B2B as being about cost and features. Furthermore, identifying B2C as being about emotion and brand appeal. In fact, both depend on building a strong connection between brand/product and consumer. Highly important is the build and management thinking about the Ideal Customer Profile (ICP). And working closely with Product to shape launch strategies. Ultimately, successful growth lies in the ability to personalize the pitch to the ICP – company or individual – in sight. CSC is all about leveraging the marketing intelligence and setting up the message for immediate to longterm success. Regardless of Industry, or whether the business is a startup or Fortune 500 Company.