For a long time, marketing aimed at the end consumer prevailed, not only in business reading, but also in learning the concept of marketing itself.
As the power of the Internet took hold globally and with the consequent emergence of social networks, it became necessary to pay more attention to marketing as a way of communicating the brand correctly. It was then that the conclusion was reached that communicating to the end consumer and communicating to another company were not the same thing and required different techniques.
Why B2B? This marketing is not just for industry, but for all companies and institutions that need to communicate with each other. B2C aims to capture customers' attention, while B2B aims to explain why the product is better than the competition. It is therefore essential to create credibility in the target market.
There are several differences between the two strategies. For example, marketing strategy is linked to the company's own strategy, but in B2B marketing strategy is often confused with the company's corporate strategy. This is because, as we saw earlier, many of the company's functional areas are involved in the same process. As there are large unit volumes of business, any new opportunities have to involve all of the company's functional areas and all of them will be directed towards this objective, making it the organization's aim.
More rational decisions
While B2C is all about emotion, B2B is all about reason! The decision-making process requires the advice of many professionals and will take longer. It will therefore be more rational/analytical!
Different segmentation
In consumer products, demographic methods are the most commonly used for business segmentation. In B2B, other factors are used, such as sector activity codes, product applications, price sensitivity, location, importance of the product to the customer, among others.
Personal contact with the client is the most important
Personal contact is of the utmost importance to the B2B Marketing Manager. While consumer products focus their resources on information (advertising), B2B businesses focus on relationships and passing on knowledge!
The B2B sector deals heavily with technology, whether it's industrial products or services. Technology is the basis for innovation in customer service. Through new technologies, B2B sales professionals make presentations and interact with their customers wherever they are, using their tablets and computers, which allow them to access information in the cloud and provide the key response to the potential customer in real time.