B2B vs B2C: What's the Difference and Which is Better?

When it comes to marketing your product, it's important to understand the differences between B2B and B2C customers. B2C customers are more likely to be driven by emotion and impulse buying, while B2B customers are more logical and seek to make informed business decisions. The sales cycle for B2B is usually longer, as customers need more points of contact with you before they're ready to buy. In comparison, a few sales can make a quarter for B2B companies, as they look to the long term and spend more time researching and seeking recommendations.

The B2C customer is more prone to impulse buying or emotion-driven purchases, while B2B buyers expect their seller to thoroughly understand their industry and be well-equipped to answer difficult questions. It's also important to provide detailed information about products and services for B2B e-commerce purchases. 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. B2B and B2C companies sell their products and services to different audiences, which requires different marketing and sales approaches.

While B2B marketing is primarily focused on building trust, authority, and price leadership, B2C marketing is all about becoming memorable. To learn more about the future of B2B e-commerce, download the Forrester report, B2B Embraces Its Future of Omnichannel Commerce. At the same time, B2B customers often share their knowledge with suppliers because they want access to external innovation.

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