Discover all you need to know about B2B marketing, including the best channels and resources to use to captivate your target audience.
A significant difference exists between business-to-business (B2B) and business-to-consumer (B2C) marketing. In B2C marketing, your messaging encourages an individual to purchase a product or service. In B2B marketing, businesses targetother businesses.
The automotive industry is an excellent example of B2B. Automotive companies such as Ford, Chrysler and Honda don’t manufacture every piece of a car. Instead, they sign contracts with smaller manufacturers to supply items as small asscrews or as large as door modules.
The B2B Buyer’s Journey
The B2B buyer’s journey consists of three stages:
To effectively target B2B marketing communications, you must understand how organizations move through this journey.
For instance, with a B2C strategy, you typically only have to convince one person to make a purchase. But in the B2B sphere, an average of six to 10 people are involved in buying decisions, according to Gartner. And each of those peopletypically collects four to five pieces of content they’ve gathered independently to present to the group.
B2B marketing also requires more patience, as nearly 75% of B2B sales to new customers take