Although some marketers might argue that the lines between B2B and B2C marketing have become more blurred in recent times and you can definitely see similar trends and patterns in certain areas there are still some fundamental differences to the approach that remain.

One example of this would be that business customers are increasingly demonstrating that they are expecting a similarly more personalized approach, so what do these trends mean for B2B lead generation?

Here is an overview of the key differences that remain and how they shape your marketing strategy.

B2B has a very different sales cycle

When you are pitching directly to an individual consumer they will make a quick decision to buy whereas the decision-making process can be more elongated in business, which is why the sales cycle tends to be longer.

An obvious difference when it comes to audience

Consumer marketing, in general, involves a broader target audience whereas you are honing in on key decision-makers with your B2B strategy.

Levels of content

It is still the case that B2B customers tend to be more knowledgeable about their chosen subject than their consumer counterparts and that’s why you have to take a different marketing approach.

Cold-calling still works

The cold-call approach doesn’t sit well with consumers but it is still a feasible method that yields results in the business sector.

Different audience

Social media platforms play a key role in marketing and B2B leads in this sphere still tend to be noticeably different to B2C leads and this is still an arena that is more relevant to consumer marketing, in broad terms.

Product knowledge

B2B customers demand a greater level of product knowledge when they are approached and the marketing approach needs to be tailored to accommodate these demands.

The importance of ROI

B2B marketing often needs to focus on the ROI that a product or service can deliver as part of the key marketing message whereas a consumer’s focus is more on finding a deal or being entertained.

Informative content

Business customers want to make purchasing decisions that benefit their company and that means they are looking for a higher level of information and specific detail compared to the typical B2C approach.

Attention to detail

Following on from that, B2B customers are different from their B2C counterparts when it comes to the level of detailed content that you are providing them.

This means that you will have to drill down deeper with your content when pitching to a B2B customer.

Relationship-building

A B2C customer is less motivated to build a relationship with your company than a B2B customer.

It is definitely the case that B2C customers can be loyal to a brand, of course, whereas a B2B consumer tends to be looking for two specific things in the marketing process, the information they need to make a decision plus the ability to develop a closer relationship.

There are other key differences to consider as well, such as the fact that B2C purchases tend to be more driven by emotion, and that means you have to think carefully about what your audience wants to derive maximum benefit from your marketing efforts.

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