Two Factors That Make B2B Marketing Special
Businesstobusiness (b2b) marketing is different from the businesstoconsumer (b2c) marketing in fundamental ways and most certainly they have different ways to market to the general public. We must be clear with definition before we explain further, b2b is about a company sells their product or service to another company. So b2b marketing is about meeting the needs and expectations of other businesses. In this article, we are going to discuss the two key factors that make b2b marketing different and special from the b2c market.
We understand that the decision making of b2b buyers are more complicated than in consumer markets. We are going into detail to explain what is the different complexity of the decision making unit. For the b2c market, the decision making of households is confined to a small family unit and only involved with one or two people. However, the complexity of the decision making unit is far more complicated in the b2b market.
For instance, ordering low value or low risk products is usually the responsible of the office junior but to purchase vital products will involve a large team to make decision in an extended period. In b2b markets, buyers seek for good financial deal and make decision for their company. Production managers want high throughput. Health and safety executives want low risk. These are the fundamentals need of the b2b consumers. B2B customers do not involve emotions when comes to making decision for their business.
The b2b products are more complex than consumer products, this is one of thefactor that make b2b marketing special too. Not just the decision making unit is complicated, same things apply to the products and applications in the b2b market. The purchase of a consumer product needs little expertise unlike the purchase of an industrial products often require qualified professional. B2C buyers are not interest in the lengthy and technical details of a product but b2b buyers they need to choose the products that have specific requirements and expert examination.
Perhaps b2b marketers need to educate the target audience with factual information so that they can be concisely conveyed. Hence, there should be no surprise having difficulties to target the b2b markets, so b2b marketers must decide thoroughly for the effective marketing strategy.