The major difference between B2B and B2C marketing is the audience\u2019s role and what they need from the business relationship.<\/p>\n\n\n\n

In B2B marketing, we communicate with people in their professional role instead of their personal consumer role. Most B2C marketing messages are aimed at the consumer\u2019s personal lives. Tactics and messaging are built on growing and sustaining the brand perception and relationship as it relates to the consumer\u2019s daily activities outside of the work environment. B2B marketing, on the other hand, is focused on the rapid delivery of business-related information a prospect needs to accomplish their work or make their work life easier. Sounds simple, right? It\u2019s not as easy as one might think. Let\u2019s explore five key differences between the two.<\/p>\n\n\n\n

1. It\u2019s All In The Relationship<\/h2>\n\n\n\n

Why is there a difference between B2B and B2C in the first place? Marketing is marketing. Well, technically yes. And No.<\/p>\n\n\n\n

Marketing is about relationships. No matter the message or the medium, your goal is to<\/p>\n\n\n\n

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• Connect with your audience<\/li>\n\n\n\n
• Communicate how your product or service will improve their lives<\/li>\n\n\n\n
• Get them to take the next step<\/li>\n<\/ul>\n\n\n\n

  Sometimes, the journey from connection to action happens very quickly. The relationship\u2019s cadence depends on what your audience needs and when.<\/p>\n\n\n\n

  Most B2C audiences aren\u2019t looking for elaborate promises or long-term relationships (at least not right away). They want to find something that meets an immediate need, fits their lifestyle, and delivers on what the ad promised\u2014an unbreakable phone case or the most comfortable shoes ever. The relationship develops after the brand delivers on the promise and continues offering value. That phone case saved your screen from shattering. Those shoes helped you stay on your feet during a double shift.<\/p>\n\n\n\n

  With B2B audiences, you build more of the relationship before the purchase. Someone looking for new HR software wants to make sure the program is compatible with their business, will make their lives easier, and will be a good long-term investment. Offering helpful information like educational webinars or free product demos shows you understand their pain points and builds confidence that your solution is the right one. That trust grows after you deliver on the promise and provide ongoing support.<\/p>\n\n\n\n