B2B & B2C Marketing Trends: How They’re Converging (and Still Different)
Achim Klor
May 17, 2024
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2 min read
TL;DR
Digital marketing has changed B2B over the past decade, making it more like B2C in some ways. However, there are still important differences—B2B buying decisions remain harder to make, and take longer. B2C companies aim for quick sales to move inventory and use marketing to support those sales. B2B companies, on the other hand, build partnerships with clients over time. More B2B brands are also balancing brand marketing with sales activation instead of prioritizing one over the other.
Key Takeaways
Digital transformation is driving convergence between B2B and B2C marketing strategies.
Shared trends include brand building, data-driven personalization, storytelling, and seamless customer experiences.
B2B prioritizes long-term relationships and balances brand marketing with sales activation.
B2C focuses on quick wins and sales activation, with brand marketing playing a supporting role.
There was a time when the “B” in B2B stood for “boring,” a stark contrast to the exciting world of B2C. I covered these differences in 2012 when there were about 350 martech solutions and B2B was still averse to social media. Digital transformation has blurred those lines and now there are boatloads more martech solutions competing for attention.
Marketers from both camps are borrowing from each other by embracing brand, storytelling, emotion, entertainment, and humor to captivate their audience.
Converging Trends in B2B and B2C Marketing
The rise of digital platforms has driven a demand for personalized, engaging, and story-driven content in both B2B and B2C marketing. This is clear from the explosion of MarTech solutions, which went from a handful a decade ago to thousands today, as illustrated by Scott Brinker at ChiefMarTec.
Shared Trends
Data Rules: using data and analytics to understand customer behavior, personalize messages, and track results.
Seamless Customer Experience: implementing a smooth customer journey across all channels (website, social media, email).
Content Still Reigns: creating educational, entertaining, and informative content to attract leads, build trust, and establish expertise.
Targeted Communication: tailoring messages and promotions to individual preferences through segmentation and targeted campaigns.
B2B Borrowing from B2C
Storytelling and Emotional Connection. Traditionally B2B marketing focused on product features and rational decision-making. However, B2C’s emphasis on brand-focused emotional connections and storytelling has inspired B2B marketers to create more engaging content that resonates with the human side of making buying decisions.
Social Media Engagement. Social media platforms were once seen as primarily B2C tools. Now, B2B marketers are actively leveraging social media for thought leadership, brand building, and lead generation. And as crazy as it sounds, in 2013, Maersk Line (yes, the container shipping company) was the first major B2B brand to pioneer B2B social media marketing.
B2C Learning from B2B
Account-Based Marketing (ABM). The B2B practice of targeting high-value accounts with personalized outreach has influenced B2C marketers who are starting to segment their audiences and tailor messages to specific customer groups within key accounts.
Long-Term Customer Relationships. While B2C marketing often focuses on short-term sales, the B2B emphasis on building long-term relationships with customers has inspired B2C brands to prioritize customer retention strategies.
How B2B and B2C Marketing Remain Distinctly Different
While digital transformation has brought B2B and B2C marketing closer, fundamental differences persist. These differences stem from the distinct nature of their target audiences, decision-making processes, and sales cycles.
Decision-Making
B2B
B2C
Complexity
Complex, often involving multiple stakeholders with varying priorities and requiring consensus.
Less complex, typically made by an individual or a small group (e.g., family).
Timeframe
Longer, with a focus on building relationships and trust before a purchase decision is made.
Shorter and often driven by immediate needs like inventory optimization.
Information Needs
Requires in-depth, technical information, case studies, and demonstrations to address specific pain points and justify the investment.
Relies on emotional appeals, brand reputation, social proof, and convenience.
Sales Cycles
B2B
B2C
Length
Longer, involving multiple touchpoints, negotiations, and approvals that can take months or years.
Shorter, often completed in a single transaction or within a short period.
Building long-term relationships, providing ongoing support, and maximizing customer lifetime value.
Driving immediate purchases, repeat business, and brand loyalty through personalized offers and engagement.
Different Approaches
While both B2B and B2C marketers aim to build brand awareness, trust, and loyalty, their approaches differ significantly.
B2B Marketing is still a marathon balancing brand marketing with sales activation:
1. Brand Marketing
2. Sales Activation
Creates lasting value and influences future buying decisions.
Capitalizes on existing demand to reach potential in-market customers.
Generates organic demand through relevant and timely content marketing and social media.
Creates quick wins through paid media and ABM.
Fuels sales through awareness and credibility.
Drives short-term growth by boosting leads and sales.
Compounds results and strengthens over time.
Requires brand marketing for long-term success.
B2C Marketing is still a sprint often favoring sales activation for immediate results:
1. Sales Activation
2. Brand Marketing
Generates immediate sales through promotions and discounts.
Builds strong emotional connection with consumers.
Captures impulse buys and seasonal demand.
Drives brand awareness and loyalty through storytelling and engaging content.
Increases brand visibility and reach.
Tailors messaging and experiences to deliver relevant and timely offers.
Drives short-term revenue growth.
Creates community with user-generated content, influencers, and reviews.
Brand Marketing Tip: If traffic to your business is driven by local search, optimize your business listings on Google Maps and Apple Maps so they are always up to date and aligned with your brand touch points. This works for B2B and B2C.
B2B and B2C Brand Marketing: Two Examples That Use the Same Approach for Different Outcomes
B2B Marketing Example:
Brand
monday.com
Campaign
“Work Without Limits”
Why it works
Showcases their ability to blend B2B and B2C marketing tactics effectively.
They utilize storytelling, humor, and emotional appeals to connect with their audience, highlighting the challenges and frustrations of traditional work processes. Their ads often feature relatable characters and scenarios, making their project management software feel more approachable and user-friendly. By focusing on the human element of work, monday.com creates a sense of community and excitement around their product, resonating with both individuals and teams. Is it any wonder monday.com grew their ARR from $7M to $700M in six years?
B2C Marketing Example:
Brand
Glossier
Campaign
“Skin first. Makeup second.”
Why it works
A philosophy and community-driven approach.
Glossier has successfully cultivated a devoted online community that actively champions the brand. By prioritizing user-generated content, social media engagement, influencer marketing, and a focus on inclusivity, Glossier has created a loyal following that feels deeply connected to the brand. This has resulted in significant organic growth and an effective word-of-mouth marketing engine.
Final Thoughts
Digital transformation has created a more level playing field, where brand, data, and omnichannel strategies play key roles. But the B2B and B2C marketing games remain inherently different. Think ice hockey vs. field hockey, or tennis vs. pickleball.
Great insight will always be the cornerstone of all great marketing, no matter the discipline. Knowing your best-fit customers, the nuances of their buying decisions, and showing up when they are ready to buy is critical for long-term growth.
Which B2B or B2C marketing trend do you think will have the biggest impact in the next year or two?
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