B2B Or Not 2B
Posted on March 16, 2015 | By The BIG Man | Leave a response
As a B2B business for over 10 years, there are several things we have learned about the nature of marketing in the B2B realm. What separates us from the B2C’s of the world? Do we need to think differently and why?
The marketing lines between B2B and B2C businesses are becoming more blurred. Depending on who you ask, B2B and B2C principles don’t mix! But we’re here as a B2B business to dispel this myth. Certainly, B2B and B2C organisations market in different ways and their target market goals are different. But are they really?
The marketing goals of a B2C organisation are relatively simple; get the brand/product message out directly to potential customers so that they will purchase the said product or service. The marketing goals of a B2B organisation are relatively simple; get the brand/product message out directly to potential customers so that they will purchase the said product or service. Ah see what we did there?
The only difference is that the client for a B2C business is the end consumer, whereas for B2B organisations, it is the purchasing/decision maker in an organisation. So although your email marketing/phone calls may be directed to either an organisation or an end consumer, remember your wider marketing (your social media, your logo and branding) has a huge potential visibility rating and can be seen by any individual at any point, whether they are an end consumer, the director of a multinational organisation or both. Remember as a B2B business, the decision maker you are targeting is at the end of the day, an end consumer themselves; your end consumer.
The key lesson; B2B and B2C companies shouldn’t limit themselves in their wider marketing message as you never know who is reading! The majority of good online guerrilla marketing examples, in particular, are B2C showcases, but B2B organisation Corning decided to join the party with a great example. They went viral with their A Day Made Of Glass video, showcasing the power of Corning Gorilla Glass. They provided engaging content, which had no specific audience or B2B only signals; just an engaging video that appeals on a massive scale. Did it work? Of course! Corning effectively proved that you don’t need to be a B2C organisation to effectively market like one!
Here is a lovely infographic on how to get your B2B marketing tactics just right, from the good people at IntroHive:
Notice how these tips could be applied to either a B2B or a B2C company! The moral of the story being, don’t limit your marketing creativity just because you’re a B2B business!