This is a topic that I relish writing about. Having worked in both environments, I have gotten to understand the subtle and stark differences between both sectors.
In any case, here are are seven differences to compare B2B versus B2C marketing sectors and how they affect small business marketing. » Read more: B2B & B2C Marketing – The Differences Part I
It’s easy to understand the fundamental DNA of a business in terms of the products it makes. By this, I mean, does a company have B2B DNA or Consumer DNA?
For example, Apple has Consumer DNA. Logitech has Consumer DNA. Cisco has B2B DNA. Intel and Forester have B2B DNA. W.R. Grace has B2B DNA.
However, it seems that once an organization is built around a certain product or service philosophy, it finds it very hard to diversify and go after other customer segments. » Read more: Why B2B firms should target B2C markets
In the early days of B2B marketing, the concept of engaging the customer in dialogue, let alone allowing the customer to drive the conversation, would have been both foreign and frightening. Things changes with the Internet now opening channels of communication and customers demanding more information to help them make informed decisions.
The B2B marketing world was late to embrace the Internet as a marketing and communication channel. They’re still trying to catch up – with many fumbles, however. Case in point – B2B firms announcing increases in their marketing budgets towards social media. Or Paid search. » Read more: Online B2B Marketing – Today’s Challenges
In a recent article from eMarketer, “Is Social a Source for B2B Leads?”, a survey from Leadforce1 was highlighted which showed that social media was not producing the kind of engagement that drives leads.
This was never a surprising revelation to me. I stand firmly by my assertion that social media will not be a driver of B2B leads. One social mode of engagement that might succeed in the B2B universe might be a closed or semi-closed online forum where B2B buyers or customers engage each other about their experiences within their industry. » Read more: 4 Reliable B2B Lead Gen Tactics
I’ve always found it funny that B2B marketing firms keep highlighting the benefits of social media marketing or email marketing or SEO to the maximum without focusing on the basics. Which in this case is about having a good old fashioned (and functional) website in place and using that critical web asset as the center point of all the B2B firm’s marketing activities.
Instead, I keep hearing from MarketingProfs or MarketingSherpa about how B2B firms will spend more time in social media and other new forms of marketing in 2011. To what end, I ask? Will your raw material manufacturer in China ‘Like’ your Facebook page and comment on it as you wax eloquent about your industry and business? It’s time for B2B companies to get back to basics.
Here are 5 things that you should do with your B2B website pronto: » Read more: 5 critical B2B website marketing tips
Many B2B marketers keep stressing the importance of using online tools and techniques to influence B2B buyer behavior. Even worse, many make the mistake of assuming that some of the tools and techniques used to engage B2C buyers can be used for B2B buyers online. In reality, however, B2B buyer behavior is diametrically opposite to the way a B2C buyer behaves.The secret is out. B2B buyers are spending more time online during the discovery phase of the B2B buying 
process. Not a big surprise. Marketers have to realize that this is probably the most time that these buyers will spend online to obtain product research as well as product/B2B seller organization feedback. The trick here is to make sure that your B2B product is present within the search sphere of the buyer as well as t ensure that you have a strong social presence to highlight your customer relationship and communication skills. » Read more: Influencing the B2B research process online
Business blogging is intense. The reason is that these blogs are written by experts who spend lots of time researching and writing about s particular industry or a sector. Most small and medium sized businesses balk at blogging because they tend to be resource constrained, they don’t have the time to analyze their business or industry and write a blog post on it. Some large companies have private blogs where they write about their B2B solutions – the reader base for those exclusive blogs are their customers.
In any case, it is possible to use a ‘lighter’ blog to write about a B2B firm and its products which in turn can help influence B2B buyer behavior. » Read more: How to use a blog to influence B2B buyer behavior
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