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B2B Branding and Communications
               – How is it different?
Historically, marketing has been taught and practiced with a consumer focus. While the basic
principles of marketing apply to any products or services, the emphasis and how the elements are
put together in a marketing mix changes dramatically when one moves from B2C to a B2B setting.




                                   Why would B2B Marketing be different from B2C?
  B2B            B2C               When it comes to selling to businesses, the main differences stem from
                                   the nature and complexity of products, services, and solutions sold. The
                                   market demographics and how the marketers relate to the market are
                                   also significantly different.

                                   B2B marketers are typically dealing with the following differences in
                                   market characteristics compared to B2C marketers:

                                      Fewer customers
                                      Larger orders and higher value of each customer
                                      Emphasis or need for longer lasting relationship with the customers
                                      Complex buying process
                                      Complex value proposition
                                      Longer buying cycles



These are but few differences that necessitate completely different approach to B2B sales and
marketing. Given the nature of the customer base and the solutions sold, the goal of marketing
changes from B2C to B2B:

   B2C                                                B2C
   Inform                                             Educate

   Focus on Awareness and Recognition                 Focus on Positioning and Reputation

   Highlight one or two salient features              Communicate complex value proposition in a staged manner
   Feeling and Impulse heavy                          Develop Trusted partner image
   Drive Sales                                        Create and Support Demand

   “Push” approach                                    “Pull” approach

   Discrete from Sales and Distribution               Integrated with Sales and Delivery




                                                                                               www.yoteam.in
B2B Approach – How is it different?
If one is in B2B Marketing there are some fundamentally different
approaches one should consider. These approaches were developed by
marketers who understood the B2B markets and have succeeded in those
markets.

  Look beyond mass media
  Go higher and deeper rather than wider
  Don't just advertise! Communicate
  Leverage New Media (internet and related medium)
  Collaborate tightly with partners – (Integrate Strategy, Messaging,
  and Promotional Mix)




                                                       www.yoteam.in

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Sales & Marketing - How is B2B marketing different from B2C

  • 1. B2B Branding and Communications – How is it different?
  • 2. Historically, marketing has been taught and practiced with a consumer focus. While the basic principles of marketing apply to any products or services, the emphasis and how the elements are put together in a marketing mix changes dramatically when one moves from B2C to a B2B setting. Why would B2B Marketing be different from B2C? B2B B2C When it comes to selling to businesses, the main differences stem from the nature and complexity of products, services, and solutions sold. The market demographics and how the marketers relate to the market are also significantly different. B2B marketers are typically dealing with the following differences in market characteristics compared to B2C marketers: Fewer customers Larger orders and higher value of each customer Emphasis or need for longer lasting relationship with the customers Complex buying process Complex value proposition Longer buying cycles These are but few differences that necessitate completely different approach to B2B sales and marketing. Given the nature of the customer base and the solutions sold, the goal of marketing changes from B2C to B2B: B2C B2C Inform Educate Focus on Awareness and Recognition Focus on Positioning and Reputation Highlight one or two salient features Communicate complex value proposition in a staged manner Feeling and Impulse heavy Develop Trusted partner image Drive Sales Create and Support Demand “Push” approach “Pull” approach Discrete from Sales and Distribution Integrated with Sales and Delivery www.yoteam.in
  • 3. B2B Approach – How is it different? If one is in B2B Marketing there are some fundamentally different approaches one should consider. These approaches were developed by marketers who understood the B2B markets and have succeeded in those markets. Look beyond mass media Go higher and deeper rather than wider Don't just advertise! Communicate Leverage New Media (internet and related medium) Collaborate tightly with partners – (Integrate Strategy, Messaging, and Promotional Mix) www.yoteam.in