What does B2B mean?
B2B marketing, derived from “business to business”, describes a business relationship between two companies. In contrast, B2C (business-to-consumer) marketing focuses on end customers. B2B marketing customers are companies, retailers, government institutions and other organizational customers. Although some of the same measures are used in both marketing areas, B2B marketing pursues different objectives.
The difference between B2B and B2C
The main difference between B2B and B2C lies in the target group and the purchasing decision process. Advertising and its influence on the customer depend heavily on the target group. While end consumers often make their purchasing decisions spontaneously, the decision-making process for companies consists of several steps and involves several employees. The purchasing process in B2B marketing includes requesting offers, approval by management and other steps. Unlike end customers, business customers are not influenced by spontaneous emotions. Advertising in B2B marketing must therefore arouse the interest of potential customers and explain the benefits and functions of the product or service.
The target group
Due to the limited number of customers, B2B marketing does not necessarily have to have a wide reach. Instead, advertising must be specifically targeted at people with decision-making power, as they influence the purchase. Potential business customers have specific requirements and specialist knowledge. Intensive advice and support therefore play a major role.
B2B measures
In order to implement the right B2B marketing measures, the target group and objective must first be defined. Lead generation or increasing the level of awareness requires different approaches. An online presence is crucial, as companies are otherwise difficult to find. Very few companies decide to place an order based on advertising; they find out about the product through targeted online research. Comprehensive information should therefore be available. With the right SEA and SEO measures, a company can stand out positively. A presence in a B2B portal is also important, as these portals are often the first port of call for decision-makers looking for business partners.
