B2B, B2C and In-between

Author: Abhay Reddy

More often than not, these terms pop out during discussions to imply that marketing tactics for one doesn’t apply to the other. 

While some companies fall exclusively within these segments, others have product lines that cater to personas that fit into both B2B (Business 2 Business) and B2C (Business 2 Customers). Some obvious examples include companies such as Uber (Customer App and Driver App) or Yelp (Customer facing reviews and Business interface). Even some large B2B companies have a mix of products/software where customers do not exclusively behave as B2B, but rather as a combination of both. ex: One of the products could be a large expensive instrument that requires many layers of approvals and long lead times, but other products could be consumables/SAAS with lower price point that can be purchased by an individual (at a company) in a way that is similar to a B2C customers (instantaneous purchase). B2C marketing tactics and self actualization (eCommerce) are more suited in such cases.

In fact, most sales reps are compensated to meet a quota, and their ideal approach is to go after large deals that include high price point products. In my opinion, B2B companies should consider a combination of tactics depending on how customers purchase products. The key here is to understand the customer’s thought process and not take a one size fits all approach that could overload account managers with low value leads. The preferred approach is to provide the customer with multiple options, and let them choose how they want to interact with you. (ex: ‘Buy Now’ or ‘Contact a Sales Rep’ or ‘Trial’ etc) .

Top Tactics for B2B:

Top Tactics for B2C:

In addition to above tactics, content is key and varies by how customers behave within these segments

B2B customers are generally more rational (with approval process) so you need to educate them for awareness (ex: infographics, demos, e-books, trends), and convince them to purchase (with reviews, cost/savings calculators, whitepapers and webinars).

B2C type customers are more emotional so you should entertain them for awareness (ex: competitions, quiz, fun videos), and inspire them to purchase (reviews, forums, endorsements).

The same person can exhibit both behaviors depending on the type of product they are purchasing.