{"id":19731,"date":"2022-06-08T14:24:34","date_gmt":"2022-06-08T18:24:34","guid":{"rendered":"https:\/\/www.ceros.com\/inspire\/?p=19731"},"modified":"2022-06-08T14:24:35","modified_gmt":"2022-06-08T18:24:35","slug":"b2b-marketers-learn-from-b2c","status":"publish","type":"post","link":"https:\/\/www.ceros.com\/inspire\/originals\/b2b-marketers-learn-from-b2c\/","title":{"rendered":"What B2B Marketers Can Learn from Their B2C Counterparts"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>You\u2019ve seen ads and social campaigns for plenty of consumer goods\u2014think snack foods, clothing brands, cleaning products. How would you characterize the tone of those touchpoints?<\/p>\n\n\n\n<p>Some descriptions that come to mind might be <em>eye-catching<\/em>, <em>entertaining<\/em>, even <em>zany<\/em>. Now, could you imagine using those words to describe the marketing of some of the products you use at work? Don\u2019t think so!<\/p>\n\n\n\n<div style='position: relative;width: auto;padding: 0 0 70.92%;height: 0;top: 0;left: 0;bottom: 0;right: 0;margin: 0;border: 0 none' id=\"experience-62a0e6c4349db\" data-aspectRatio=\"1.41011236\"><iframe allowfullscreen src='\/\/view.ceros.com\/ceros-marketing\/metaverse-digital-marketing-sidebar-1-3?heightOverride=890' style='position: absolute;top: 0;left: 0;bottom: 0;right: 0;margin: 0;padding: 0;border: 0 none;height: 1px;width: 1px;min-height: 100%;min-width: 100%' frameborder='0' class='ceros-experience' title='B2B PQ1' scrolling='no'><\/iframe><\/div><script type=\"text\/javascript\" src=\"\/\/view.ceros.com\/scroll-proxy.min.js\" data-ceros-origin-domains=\"view.ceros.com\"><\/script>\n\n\n\n<p>When it comes to the creativity of their marketing tactics, B2B (business-to-business) marketers lag behind those in B2C (business-to-consumer). Part of it is certainly due to the subject matter\u2014it\u2019s easier (and more fun) to sell a <a href=\"https:\/\/www.youtube.com\/watch?v=W2djcP7RDN4\">box of Cheez-Its<\/a>, for example, than an annual subscription to an HR software platform. But it doesn\u2019t have to be this way\u2014and in fact, B2B marketers have a lot to learn about thinking outside the box from their counterparts in B2C.\u00a0\u00a0\u00a0<\/p>\n\n\n\n<h2>B2B vs. B2C: Can You Spot the Difference?<\/h2>\n\n\n\n<p>A B2C business is one that\u2014<em>you guessed it<\/em>\u2014sells to individual consumers. When these businesses go to market, then, they\u2019re focused on the needs, interests, and challenges of everyday people, living their everyday lives. Some examples of a B2C business include your local sporting goods store and coffee shop.&nbsp;<\/p>\n\n\n\n<p>On the other hand, a B2B company is one that sells only to other businesses. Businesses whose customers are other businesses should focus their entire marketing on the needs, interests, and challenges of customers who make purchases on behalf of their organizations, rather than for themselves. Some examples of companies in the B2B space might include a payment processing software platform or a metal parts manufacturer selling its goods to an auto company.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Whereas B2C products are often purchased impulsively for instant gratification, B2B marketing can involve larger, more expensive commitments (and thus, a longer sales cycle). But whether B2C or B2B, we\u2019re still talking about solving problems for people with various frustrations and motivations by giving them helpful products. Differences <em>do<\/em> remain, though, so what can B2B marketers learn from the tactics of B2C marketers?&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<h2>3 Tactics B2B Marketers Can Steal from B2C&nbsp;<\/h2>\n\n\n\n<ul><li><strong>Marketing Doesn\u2019t Have to Be Boring\u2026<\/strong><\/li><\/ul>\n\n\n\n<p>B2B marketing has a reputation that precedes the concept. The stereotype is that it\u2019s just plain boring, dull, uninteresting. But it totally doesn\u2019t have to be! B2B companies are selling to businesses, sure, but businesses are <em>still<\/em> made up of people, and people make emotional decisions. Why not get them enthusiastic about the product right out of the gate? Try telling an interesting story that builds tension and creates excitement.&nbsp;<\/p>\n\n\n\n<ul><li><strong>\u2026 And Even B2B Can Tap Into Human Emotions<\/strong><\/li><\/ul>\n\n\n\n<p>B2C marketers are unafraid to push the creative envelope to get their audiences emotionally invested in their brands. While a B2B buyer might not make as quick a decision, B2B marketing can still certainly speak to a certain level of gratification that can only be achieved when using the product in question.<\/p>\n\n\n\n<ul><li><strong>Build Brand Loyalty Even If It\u2019s Amongst Other Businesses<\/strong><\/li><\/ul>\n\n\n\n<p>The concept of brand loyalty describes a consumer&#8217;s positive feelings about a brand, and their commitment to buying the brand&#8217;s products and\/or services repeatedly\u2014regardless of shortcomings, competitor actions, or changes in the market.\u00a0<\/p>\n\n\n\n<div style='position: relative;width: auto;padding: 0 0 70.92%;height: 0;top: 0;left: 0;bottom: 0;right: 0;margin: 0;border: 0 none' id=\"experience-62a0e755a9d50\" data-aspectRatio=\"1.41011236\"><iframe allowfullscreen src='\/\/view.ceros.com\/ceros-marketing\/metaverse-digital-marketing-sidebar-1-3-1?heightOverride=890' style='position: absolute;top: 0;left: 0;bottom: 0;right: 0;margin: 0;padding: 0;border: 0 none;height: 1px;width: 1px;min-height: 100%;min-width: 100%' frameborder='0' class='ceros-experience' title='B2B PQ2' scrolling='no'><\/iframe><\/div><script type=\"text\/javascript\" src=\"\/\/view.ceros.com\/scroll-proxy.min.js\" data-ceros-origin-domains=\"view.ceros.com\"><\/script>\n\n\n\n<p>Why can\u2019t B2B marketers achieve that? To do it, you\u2019ll need to create <a href=\"https:\/\/www.ceros.com\/inspire\/originals\/grateful-dead-marketing-legacy\/\">fans<\/a>, not just customers, and you\u2019ll really need to understand what makes your audience tick. Develop a consistent brand voice and visual appearance. Engage with users on social media, and prioritize great customer service. Generally, put the customer first.<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<div class=\"myclass\">When it comes to the creativity of their marketing tactics, B2B marketers lag behind those in B2C. But it doesn&#8217;t have to be this way.<\/div>\n<p><!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":59,"featured_media":19736,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v15.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What B2B Marketing Has to Learn from the B2C World - Ceros Inspire<\/title>\n<meta name=\"description\" content=\"When it comes to the creativity of their marketing tactics, B2B marketers lag behind those in B2C. 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