Marketing – B2B Vs. B2C

There are many similarities as well as differences with the marketing strategy for Business to Business Organizations versus Business to Consumer Organizations. The elements that are similar require a comparable marketing strategy. However, there are drastic differences as well and must be approached in a very different manner. The common element is Customer Service and recognizing what the end consumer needs. Remaining cognizant of meeting and exceeding customer expectations is what makes or breaks a marketing strategy with any business and these types of organizations are no exception.

As with any business, marketing strategy depends on who is receiving the marketing message. Business to Business sites cater directly to other businesses. This could come in the form of products or services. For example, business to business typically target business owners, managers and decision makers. This could come in the form of training, consulting or actual products. The marketing plan would vary based on the product or service sold; however, the goal of the marketing would be to increase efficiency, productivity and overall profitability. Often, B2B organizations work diligently to build a relationship and report with clients as part of their marketing strategy. This relationship can often be the deciding factor when partnerships are made.

Another interesting aspect about B2B marketing is the eye catching advertising that one may find with B2C organizations are absent. For instance, B2C websites hope to capture their clientele's attention in a similar manner to a retail store. This could come in the form of Sale Banners or flashing links for specials. B2B organizations also wish to entice and sell to their audience; however, simplicity and efficiency could outweigh the flashing tool bars and bright colors often found on B2C websites.

The B2B seller tries to differentiate itself from its competitive set by marketing the value of its goods or services to the target market as one that will save the buyer's companies a plethora of time and money. This is achieved by automating as much of their supply chain as possible. This may be accomplished through traditional offline methods of advertising, such as tradeshows and field sales along with websites that provide customer only access to their accounts and inventory. In addition, e-mail marketing and other communications using supply chain channels is effective. (Tron, 2004)