B2B v. B2C: Different Tactics, Same Intent

photo credit: appraisercentral.com

It irks me to no end when people make mass generalizations about certain topics, people or trends. It’s the same in the B2B and B2C world – people assume that they aren’t similar and things must be done differently. Yes, they are different, but rapidly becoming more similar than people think. We are even seeing companies that are only using social platforms instead of Web sites.

B2B: Business that sells products or provides services to other businesses. The ultimate goal is to turn prospects into customers – and the process is a bit more in-depth and longer.

B2C: Business that sells products or provides services to end-user consumers. It aims to convert consumers into buyers quickly and efficiently. B2C campaigns are usually aligned with coupons, promotional offers, displays and contests to entice the target demographic on purchase level.

Social media is starting to align the process more and more – where tactics can be different, but the intent is the same. They aren’t parallel anymore. Application can be specified to certain instances. (Side note: Metrics is a completely different discussion, and will be talked about later on.)

Does a Biz Card Equal an Automatic E-mail List?

Have you ever been to tradeshows? It’s a mass merging of new products, interesting information and giveaways. For lead generation, companies usually offer a type of giveaway with the infamous business card in the fishbowl. But what warrants follow-up? Do you do it once, twice? Does it give you an automatic pass to bombard each individual with information?

A better approach might be to build relationships with several at the actual tradeshow – talk to them, ask them if they want to opt-in to communication from you. Don’t just add a consumer or prospect to your e-mail list or e-newsletter. Sure, a link to opt-out is always great. But if you haven’t built the business and relationship foundation, are you really warranting percentages presented?

Loyalty is the Name of the Game

It’s an interesting comparison to see how companies such as Amazon (education + merchandising) and Zappos have created a customer-centric mantra that surpasses competitors. Zappos even combines merchandising with creative approaches to engage audience and target demographic. My question: How can B2B marketers employ engagement-centric tactics to build? The B2B buying process usually involves multiple parties and steps – so buy-in incorporates more than just one person or department.

A solution could possibly be a non-siloed teamwork approach when marketing. Try to build the foundation of the prospect first, then how a product or service can be incorporated into company culture, rather than the reverse. Don’t bring up improving services, rather aligning with current process and company culture.

We Are All Humans

Guess what? We are all humans. I know, congratulate me for recognizing the homo sapien race as a whole. We all like to be approached as a person, not an acquisition. It’s a fuzzy line at times with B2B – products and services are at the forefront, but prospects are people too. Instead of hounding them with a blaze of e-mails in the form of a campaign, work on building relationships through e-mail, then getting them to opt-in.

Solid percentages of those that opt-in v. percentages of those that have to opt-out? I’d rather have the brand loyalists that opt-in to e-mail campaigns after a relationship is built, v. those that opt-out after being annoyed with random campaigns.

What do you think? Are B2B and B2C aligning, or are they still completely different?

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DJ Waldow

Laura -

I was in Miami in February for the Marketing Sherpa Email Summit and Dela Quist from Alchemy Worx summed up the difference between B2B and B2C best. Luckily, I had my handy iPhone in my pocket and was able to snap a picture of his slide: http://twitpic.com/z7yys - suits vs. hats, right?

I'm with you that the tactics *can* be different, but we are all human. Amen to that. The brands I usually buy from most are brands that have a human side.

As far as my take on tradeshows, email lists, opt-in vs. opt-out ... well here's what I think (warning: I'm about to drop in a link!): http://idek.net/1HIQ

Thanks for keeping this conversation alive. See you next month in Boston.
DJ Waldow
Director of Community, Blue Sky Factory
@djwaldow
laurenfernandez

Wow, like the slide! It's a perfect example.

And your post was rockstar. I think its totally legit to drop the link, as your original post was in mind when I was writing this. I had drafted it, but changed a bit after commenting on it.

Yay for Boston and B2B Forum!
Jonathan Saar

Whether or not it's B2B or B2C your point about humanity and dealing with people is universal. No one likes to be sold to or viewed merely as a target for possible sale opportunity. The almighty dollar overpowers most people into forgetting that sound principle. On whatever level of business you are in, provide sound customer service, be passionate about yourself, your company and your services, and the rest will fall into place. I am with you completely with the long term approach versus the short term instant gratification. I had this happen to my yesterday. Someone who I had made contact with close to a year ago who was not a fit at the time for us to work together, called me yesterday..Why? I kept in touch with her and her new business and hobbies etc. When the fit became an option, the automatic response on her end. "I need to give Jonathan a call" Those tactics are ones I can live with. Thanks for the post!
laurenfernandez

Great point, J - who wants to feel like they are just a target? You want to relate to the product, but also feel wanted. It's a delicate balance that not all brands have mastered. Honestly? Even crap products need legit customer service models.

The story proves the point - you have to keep relationships alive even if you don't get something out of it right then. You never know what will come from it.
Mike P

They are aligning more and more as time passes. Both are starting to leverage the same types of communication features and functionality in order to be successful, granted the way that the tools are being used may differ (as to what the end results are), but the fact is that the same tools are being used. They are not as different as was earlier perceived.
Mike P |@mikepascucci
laurenfernandez

Hey Mike,

Thanks for stopping by and commenting! I like your point about the ways tools are leveraged is different - and its a very valid point. Platforms are the same, but execution can be vastly different. As it should be - audiences are different and approach can be same, but vary at the same time.
Crysta Anderson

They're aligning as far as process, but the metrics and goals are still very different. I work for a B2B software company, and we're heavily involved in social media, focused primarily on building our thought leadership in a niche market. So while we use a lot of the same tactics, we know - and had to educate our senior leadership - that the metrics are going to be challenging. Our software has a 12-18 month sale cycle so we can't tie, say, a single blog post to a sale. But it's part of a much bigger picture that we're finding very valuable.
laurenfernandez

Agreed- and I'll clarify above. Metrics/goals is a completely different post and topic, imo - if you have any thoughts to contribute, let me know. I'll probably post next week.

Educating C-level is also an interesting tactic/approach, nad plays a much bigger role in B2B.
Danny Prager

How can B2B marketers employ engagement-centric tactics to build?

I think it comes down to thinking of every person in your organization as a sales tool. If your employees believe in the work of your agency, business, or brand, Sally from accounting can go to a networking event and bring in B2B business. She can answer a question on LinkedIn and impress a potential client.

You say that prospects are people too and should be treated as such. I completely agree, and think the best way to do so is through management empowering every member of their team to make meaningful human connections in the business world to bring in b2b clients? Am I over simplifying? What do you think?
laurenfernandez

I hesitate on viewing everyone as a sales tool because many don't understand sales application. It's not something many educate themselves on because many companies use a silo approach w/ sales v marketing - not the two together.

I think education is a big role in treating prospects like human - change is difficult, but education can go a long way toward buy-in.
DJ Waldow

Laura - I'm with Danny on this one, with some additional points. I do believe that everyone in your organization is in sales. They are also all in marketing. This does not mean they are doing direct sales per se or building out and executing marketing campaigns; however, all employees must understand their product/service well enough to be able to sell it - whether or not they actually close the deal is another story. Think about this: You meet someone at an event or online that works at your favorite company. You are ready to sign up for their service. You all fired up. You are in the moment. You ask them about it and they reply, "Not sure. You'll have to speak with someone on our sales team." Done.

More later...

DJ Waldow
Director of Community, Blue Sky Factory
@djwaldow
laurenfernandez

Then why is integrated communications such a new thing? Sales has a difficult time communicating with marketing, so marketing has a difficult time understanding the model. I come from a sales family, so im all on board having the mentality - I just don't think it's as common.
DJ Waldow

LAF: I'm not saying that integrated communications is a new thing. I (think) I'm saying that organizations that are successful, those that are hitting on all cylinders, understand the power of integrate communications. That comes from the top. A strong leader will hire people who understand how the entire organization runs, that we are all dependent on each other.

I agree that most companies suck at this.

I'm not sure I'm making any sense. Pretty sure this is a conversation that needs to continue over a beer...in Boston. See you there!

DJ Waldow
Director of Community, Blue Sky Factory
@djwaldow
laurenfernandez

Whoops. :) Meant that was my opinion, not that you said it. My bad.

I think it comes down to sales-oriented v. market-oriented companies.... which is a topic I could talk about all day. Over a beer in the Bean? Sounds good.

Uhm, I didn't read your beer part of the comment until after I typed mine. Creepy. :)
inspiredeggs

Lauren, I agree the B2B cycle is much more complex. Tactics will also be very different. Getting access to the C-Suite requires patience and authentic social networking. Getting in front of decision makers usually requires getting in front of their influencers first. In high end B2B sales this can be a long process of engaging online, building trust, and then a dialouge can begin.

Thanks for the thought provoking post.

Cheers
John Robertson @inspiredeggs
laurenfernandez

Thanks, John!

I think the cycle is longer because the sales model process is a bit more in depth all around in B2B. More players = different model.

I dig the point about getting in front of the influencers before getting access to the C-Suite. It's true, and a step that many try to skip.

Rocking comment.