Is b2b more complex than b2c?

For example, not all B2B products and services are complex, but, on average, they are more complex than B2C products and services. On the other hand, it's up to you how you're going to market your product or service. You can market a less exciting B2B product or service in a fun and exciting way. Transactions in this marketing tend to be higher than in B2C marketing because products and services are generally more expensive.

As a result, the relationships between a B2B company and its customers are often more complex than in B2C marketing. In general terms, B2B is more complex than B2C. Products and services, the buyer's journey, distribution channels, and the number of people who influence a decision are often significantly more complex. That doesn't mean that success is more elusive or expensive than for our friends in the B2C world, but it does mean that you have to take a different approach to achieve it.

While many of the same strategies and tactics are used in both B2B and B2C marketing, B2B applies them in different ways, leveraging different data and calls to action that reflect a more thoughtful buying path. Some industries have regulations where they can't say things in a marketing or advertising context, which generates a lot more creativity when it comes to promoting a B2B company that has restrictions on what it can and can't say. Another difference between B2B and B2C is that the B2B buyer will expect their seller to thoroughly understand their industry and be well-equipped to answer difficult questions. According to a McKinsey report, 76% of B2B buyers find it helpful to talk to someone when researching a product or service, but only 15% want to talk to someone when placing an order.

Most B2B buyers are looking for products or services that integrate with their existing processes and solve any business problems they may have. B2B buyers look to the long term, which means they spend more time researching and seeking recommendations. Because of this, B2B companies often use social media and content marketing to keep in touch with their current or past customers, to keep them in mind for another project or a reference. The advantage of this high-value, low-volume dynamic is that b2b marketers can often reduce their goal to the individual level with highly personalized, highly relevant communications that speak to an audience of one.

And that unique dynamic has a dramatic effect on the strategies and tactics that B2B marketers consider most effective. And even when B2B products or services have a low unit cost, they are often purchased in quantities so high that it means someone is still writing a hefty check. And because this is a business audience with business needs, you're talking to people about something complex and highly technical that they may have spent decades studying, learning and doing every day. A company that sells office furniture, software, or paper to other companies would be an example of a B2B company.

In digital transformation, future of work, leadership, leadership through change, e-commerce, B2B commerce, B2C marketing. In the same e-book, Transforming the B2B Selling Function, nearly 70% of shoppers say they now expect an “Amazon-like experience.” Because the B2B buying cycle requires a greater relationship with customers throughout the buying process, there are more opportunities (and challenges) to consider in a marketing program. Let's take a look at B2B vs B2C e-commerce, and look at some ways B2B organizations can deliver elevated e-commerce experiences.

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