Marketing Mastery | The B2B & B2C Dichotomy?
As promised, we will be unpacking the differences between B2B and B2C marketing. This is one of the first distinctions we learn, which often means it's the first we forget, take for granted, or misapply.
Here’s the distinction put as succinctly as possible:??
According to this, all products fall into one of four categories, as outlined in Fig. 4 below.??
The context and process for buying various products differ greatly. For example, there tends to be a longer sales cycle for B2B products, whereas B2C sales have a much shorter sales cycle. The reason for this comes down to a variety of factors, two of the most important being the different results a B2B client and a B2C customer are trying to achieve.??
Crest Toothpaste is a classic example of a B2C product. Consumers who buy Crest Toothpaste seek immediate benefits like fresh breath, cavity protection, and whitening capabilities. Personal preferences, brand loyalty, and advertising often influence their purchase decisions. The sales cycle is short.?
On the other hand, a company like Henry Schein, which supplies dental equipment to dental practices and clinics, exemplifies the B2B model. When a dental practice decides to purchase from Henry Schein, it's often after extensive research, consultations, and perhaps even demonstrations of the equipment. The decision isn't just about the immediate utility of the equipment but also about long-term reliability, compatibility with existing systems, and the potential for future upgrades or expansions. The sales cycle is longer because the stakes are higher, the investments are more substantial, and multiple stakeholders, such as dentists, office managers, and financial planners, are often involved in the decision-making process.?
The rest of this article is about selling on the B2B side.? More reason and logic are used in the marketing process here than in B2C. In the B2C world, things get... funky. The final installment of Marketing Mastery is all about the strange enigma that is the consumer.??
But before we get to the secrets of selling in the B2B world...?
Marketing Mastery??
Marketing Mastery is a three-part series of articles published by The Trade Group’s LinkedIn Newsletter Trade Show Round-Up. To read part one, click here.??
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Marketing B2B Products?
The most effective B2B marketing is supported by two columns: features and benefits.??
Whether it’s a sales page, email, presentation, demo, sell sheet, brochure, whitepaper, or video pitch, the B2B prospect is going to want to know about both the features and benefits of the product being examined. The B2C prospect may be less concerned about the features.?
Imagine a martial arts gym owner looking to buy some heavy bags for his studio. He’s going to approach the supplier, in this case Century, with a different set of questions than, say, a parent looking to get a heavy bag for their kid.??
The gym owner might ask things such as?
The parent might ask themselves this set of questions first?
Naturally, the conversation is going to be different from a B2B or B2C point-of-view.??
Here are some practical steps to upgrade your marketing materials in the B2B world. ?
Step 1: Create a List of Features and Benefits?
To market B2B products effectively, sales and marketing must be experts on the product and be able to answer any technical questions a prospect might have.??
To take the next step to marketing mastery, create two lists for every product: a features list and a benefits list. As a general rule, for every feature you list, there should also be a benefit.??
Back to the heavy bag example. Here’s a list of the features and their translation into benefits.?
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Step 2: Find the Advantage??
Pick the best feature and benefit that most differentiate you from your competitors.?Bonus points if the advantage resonates deeply with a prospect facing a particular problem. ?
Harping on the heavy bag example again. Say company X has a new line of heavy bags whose tapered design is proven to prevent wrist injuries so martial artists can train longer and harder, while company Y’s old bags do not have the tapered design or scientific backing to prove safety. This could very well be the advantage company X needs to center their message on to connect with their target buyers.
Step 3: Use Belief Builders??
B2B buyers are skeptical. ?
At nearly every turn, the prospect is going to be asking themselves: “Why should I believe you?”??
Think of it in another way. Every company makes a promise about its products or services. They say it will be able to do X, Y, or Z for the prospect. Before a prospect believes that promise, they are going to verify whether the company can actually fulfill its promises or not. ?
Marketers should include belief builders at every touchpoint. Whether the prospect is visiting the company website, reading an email, creeping on social media, etc. ?
Here are some belief builders to include: ?
To companies selling B2B services, endorsements and testimonials are extremely important belief-building tools.?
Digital Marketing for B2B Products??
Digital marketing is always in flux.?
New tools and tactics appear on the scene almost daily. The latest wave is AI-generated images, text, voicemail, and automation. Despite all the new tools, the basic strategy of digital marketing remains the same: generate leads, nurture those leads, and deliver them to sales when they’re ready to buy. ?
Here’s the trusted method:?
This method is often dressed in multiple layers and tactics, including retargeting ads, AI-generated content, lead scoring, webinars, press releases, guest blogging, CRM integration, and chatbots. ?
To stay on top of the latest trends, follow us on YouTube here. ?
Designing for a B2B Events??
The digital lead nurturing process applies to the physical realm, especially at trade shows. Think of your exhibit as your website, and the juicy offer inside the exhibit is the lead magnet. ?
When designing an exhibit for B2B, focus on centering your message on three things. ?
Defining these key aspects of your brand helps create a clear, compelling message to show attendees. ?
Conclusion ?
Whether you're a seasoned marketer or just starting out, embracing these principles and adapting to the ever-changing environment will ensure your strategies remain relevant and impactful.?
In the final part, we will talk about the bizarre world of B2C marketing, where things don’t always make sense. ?
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