“Pears are not apples” (B2C ≠ B2B)
Posted: Sat Jan 25, 2025 9:33 am
When this century began (!!!), back in the early 2000s, I was working for an Oracle partner that sold Business Intelligence and Business Performance Management solutions for executives in Finance, Operations, etc.
It was the typical consultative sales process, long sales cycles, many actors involved in the decision process, and the marketing department (which I was in charge of, with a team of 4 people) had the challenge of generating sales opportunities for the sales team.
At that time, I remember spending hours and hours looking for a marketing agency that specialized in that market, an agency that knew the dynamics of B2B companies, but I couldn't find one. They all proudly showed me their success stories, with large consumer goods, retail, financial services companies... but nothing like what I expected to see.
In 2009, when we decided to create Pragmática (the 1st B2B Digital Agency in Argentina) we did it for this reason: companies that sell to companies need special marketing. B2B Marketing is not the same as B2C.
Let's get to the point, what are B2C and B2B markets?
Basically, B2C (Business to Consumer) markets are those where the customer (the buyer) is an individual it directors managers email list customer, and in B2B (Business to Business) the customer is a company customer.
Ok, let's be a little more specific... What are the specific characteristics of each market?
B2C Markets
B2B Markets
The recipient of the product/services is an individual client (for example, a client of a brand of sports shoes). The recipient of the product/services is a business client. (example, a company that buys CRM software)
The buyer of the product is generally the one who is going to use it. The buyer of the product is generally NOT the person who is going to use it.
Except in some cases where the decision can be more thought out and consulted (e.g. buying a car), the buyer generally does not need a great deal of information to make a decision (e.g. a packet of sugar, a pair of shoes, etc.) In most cases, decisions require a great deal of information. The buyer has a lot at stake when making a decision; his prestige and position in the company may be at stake.
The purchasing decision is usually made by a single person. The purchasing decision is consulted and several people are involved.
The buyer or consumer responds to emotional stimuli, which generate the desire to purchase. The purchase is quite rational and thoughtful, although emotional issues influence, the rational decision prevails.
The seller uses mass channels to reach the largest number of people with his offer at the same time (it is a one-way communication). The seller chooses niche channels, where he can find his buyer and start a conversation (two-way).
It was the typical consultative sales process, long sales cycles, many actors involved in the decision process, and the marketing department (which I was in charge of, with a team of 4 people) had the challenge of generating sales opportunities for the sales team.
At that time, I remember spending hours and hours looking for a marketing agency that specialized in that market, an agency that knew the dynamics of B2B companies, but I couldn't find one. They all proudly showed me their success stories, with large consumer goods, retail, financial services companies... but nothing like what I expected to see.
In 2009, when we decided to create Pragmática (the 1st B2B Digital Agency in Argentina) we did it for this reason: companies that sell to companies need special marketing. B2B Marketing is not the same as B2C.
Let's get to the point, what are B2C and B2B markets?
Basically, B2C (Business to Consumer) markets are those where the customer (the buyer) is an individual it directors managers email list customer, and in B2B (Business to Business) the customer is a company customer.
Ok, let's be a little more specific... What are the specific characteristics of each market?
B2C Markets
B2B Markets
The recipient of the product/services is an individual client (for example, a client of a brand of sports shoes). The recipient of the product/services is a business client. (example, a company that buys CRM software)
The buyer of the product is generally the one who is going to use it. The buyer of the product is generally NOT the person who is going to use it.
Except in some cases where the decision can be more thought out and consulted (e.g. buying a car), the buyer generally does not need a great deal of information to make a decision (e.g. a packet of sugar, a pair of shoes, etc.) In most cases, decisions require a great deal of information. The buyer has a lot at stake when making a decision; his prestige and position in the company may be at stake.
The purchasing decision is usually made by a single person. The purchasing decision is consulted and several people are involved.
The buyer or consumer responds to emotional stimuli, which generate the desire to purchase. The purchase is quite rational and thoughtful, although emotional issues influence, the rational decision prevails.
The seller uses mass channels to reach the largest number of people with his offer at the same time (it is a one-way communication). The seller chooses niche channels, where he can find his buyer and start a conversation (two-way).