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B2B vs B2C Marketing (What Are The Differences?) - YouTube
Channel: Adam Erhart
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- In the red corner, we've
got the overly emotional,
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benefit driven, impulse
buying, often imitated,
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but never replicated B2C marketing.
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And in the blue corner, we've
got the highly rational,
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but oh so boring,
features driven, logical,
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and rational, but takes
forever to make a decision
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B2B marketing.
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Both have a time and a place.
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And that time and place is here and now.
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So let's get to it.
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(upbeat rock music)
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Hey there, my name is Adam Erhart
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and welcome to the Modern Marketing Show,
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where we help you make
marketing that matters.
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So if you're interested in learning about
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the latest and greatest
marketing strategies,
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tools, tips, tricks, and tactics,
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well, ya may wanna consider subscribing
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(bell chiming)
and hitting that
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little notification bell.
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Now before we dive into
the meat and potatoes
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about B2B versus B2C, we need to make sure
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that we're operating
from the same definition,
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so let's quickly cover that first.
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First up is B2B or business to business.
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Now this is a business that operates
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by selling its products
to other businesses,
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kinda self explanatory.
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And the same thing
pretty much goes for B2C
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or business to consumer,
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which is a business that operates
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by selling its products or services
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directly to consumers.
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Now when I first got started in marketing,
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I got to learn all about
the B2C market first.
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This is what most people think about
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when they see an ad on TV
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or hear something on the
radio or see something online.
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My introduction to B2B marketing, however,
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came from one of the worst places possible
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to learn about it, a textbook.
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I remember like it was yesterday,
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sitting, staring, and
quickly losing focus on
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what I was supposed to be concentrating on
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and my textbook soon becoming my pillow
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for the next 45 minutes,
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but it's hard to blame
myself looking back.
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After all, my B2B marketing textbook
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was filled with such amazingly
exciting chapters like
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Organizational Buying Behavior,
Supply Chain Management,
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Inter-Firm Relationships and Networks,
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Relationship Portfolios
and Key Account Management,
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and who could ever forget the classic,
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Segmenting The Business Market
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and Estimating Segment Demand.
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I remember thinking to
myself, "What is this stuff?"
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At the point I was taking this class,
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I had already been studying
marketing for years,
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had built a successful agency
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and was already consulting
some of the best
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and brightest minds in the marketing
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from all over the world.
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I'd also already worked in sales
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and marketing for years in
both B2B and B2C industries
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and sold everything from shoes
all the way up to airplanes,
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and I knew the concepts
that they were talking about
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in the textbook were really
just written for academia.
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Big words and concepts
just to sound interesting,
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but with little real world application.
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Sure, there were some good gems in there
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and some important takeaways to learn,
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but even for a self-confessed
marketing geek,
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this was just too much
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and nobody ever built a business
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studying Inter-Firm
Relationships and Networks.
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Here's the thing, whether B2B or B2C,
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marketing is marketing.
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And marketing is little
more than communicating
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how your business, your
product or your service
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can help solve your customers' problems.
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Don't over complicate it.
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The whole B2B versus B2C
thing really confuses things
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by suggesting that each requires
its own set of strategies
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and tactics and underlying principles.
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Now, before I suggest a better alternative
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to comparing which one, B2B or B2C,
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let's first take a quick look
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at the differences between them.
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Now business to business industries
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typically have the
following traits in common.
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They have fewer customers, larger orders,
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higher value orders, longer decision time,
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and in general, a longer
relationship is formed.
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B2C businesses on the other hand,
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typically have more
customers, smaller orders,
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lower value orders,
shorter decision times,
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and a shorter or transactional
relationship time.
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Now, obviously there are
exceptions to the rule,
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like in some cases, B2B businesses
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might have smaller priced items
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and some B2C businesses might
have higher priced items,
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but in general, the criteria
work pretty darn well.
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Basically, B2B marketing
typically focuses on
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fewer, but bigger customers,
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and B2C marketing, on more,
but smaller customers.
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This means for B2B type marketing,
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you're gonna have a little more incentive
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to put a little more
punch behind your pitch
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because you're gonna have to
market to fewer customers.
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And if you're B2C type marketing,
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well, you're gonna wanna
make sure that your message
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has a little bit more of a broader appeal
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'cause you're gonna wanna
appeal to more customers.
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But here's where people
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and those textbooks
start to go oh so wrong.
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Whether you're B2B or B2C,
here's the cold hard truth.
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People like doing business
with people, not businesses,
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So even when we're talking about massive,
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nameless, and faceless corporations,
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it's still people behind those businesses
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that are making the purchasing decision.
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Which means it doesn't
make a lot of sense to
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toss out common sense
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and replace it by businessing
up your marketing.
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This is especially true
today where customers,
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whether B2B or B2C, have become
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increasingly skeptical, jaded, and cynical
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of marketing in general.
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They've seen it all
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and they've been burned way too many times
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by spammy marketing, hyped up claims,
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and over-promising and under delivering.
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Fortunately, there is an alternative
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and one that's easier, more effective,
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and a whole lot more fun, too.
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That alternative is to
all but completely abandon
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the constructs of B2B or B2C
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and choose instead to
embrace human to human
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or H2H marketing.
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Originally coined by Bryan Kramer,
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human to human or H2H marketing
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is pretty much exactly
what is sounds like;
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marketing like a genuine,
authentic person.
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This means removing inauthentic, stiff,
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and rigid marketing messages
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and choosing instead to replace them
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with genuine bonafide human communication,
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in all its messy and beautiful glory.
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This means more smartphone videos
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and less Hollywood production.
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Oh, hey there.
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More conversation style email marketing
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and less personality-devoid business talk.
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It means completely
eliminating words like synergy
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from all of your marketing
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and replacing them instead with words
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that people actually use,
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maybe like cooperation
or working together.
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It means actually caring about the person
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on the other end of
the call, or the email,
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or the social media post.
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And it means not treating
customers like products,
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or assets, or a means to an
end, or rather, the end itself.
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But above all, it means being human
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and seeking to serve the
people in the best way you can.
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And when you do this with good intentions
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because you really can't fake this stuff,
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well, a funny thing starts to happen.
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You'll find your marketing
becomes way more effective.
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It also becomes way more fun
and a lot easier to create.
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And you'll find that your
audience will start to overlook
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any tiny flaws or errors that
you may have made in the past
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that people quickly jumped on;
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typos, bad hair days, too
many ums, ahs, whatever!
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People are a lot more willing
to forgive other people
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when they recognize that they have
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the best intentions at heart.
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Some of the best B2B and B2C marketing
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that I've ever created and ever seen
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have gracefully walked the line
between being professional,
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but approachable, authentic, but engaged,
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and results-driven, but
people-driven first.
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Because authenticity and being truly human
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doesn't mean sacrificing professionalism.
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Whether B2B or B2C, results
matter, but people matter more.
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Alright, so thanks so much for watching.
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I hope you enjoyed the episode.
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If so, make sure to give it a thumbs up,
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subscribe to the channel,
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and if you have any comments
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or questions about this episode,
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make sure to leave them in
the comments section below.
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Also, for more great marketing strategies,
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tools, tips, tricks, and tactics,
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make sure to head over to adamerhart.com
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which is packed full of all
sorts of different resources
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and articles and videos to
really help take your business
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and your marketing to the next
level and way beyond that.
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So thanks so much for watching
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and I'll catch you next time
on the Modern Marketing Show.
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