The fundamental difference between business-to-business and consumer marketing
Two examples that illustrate this difference:
| Trade fair (B2B) – Practically the entire market can be found at a trade fair. Every organization is there mainly to receive current customers and make a ‘show of presence’. Here, a limited number of valuable relationships are formed, which may lead to negotiations in a few months. | Consumer fair (B2C) – Every consumer brand is represented with a stand, and a company sometimes has up to 5 different stands. Stands are populated with hired salespeople with no loyalty to the brand, and they are instructed to put as many samples as possible into the hands of visitors. Additionally, visitors are bombarded with ‘offers’. |
The marketing bibles of Kotler and Verhage, from which business studies courses are taught, dedicate only a few paragraphs to business-to-business marketing, while business-to-business turnover is a multiple of business-to-consumer. The positioning of B2B and B2C companies couldn’t be more different!
In recent years, there has been a clear movement towards a more relational approach in consumer marketing, but the fundamental difference remains. Organizations in a strictly business market would do well not to determine marketing efforts based on successes in consumer marketing, but perhaps smaller successes in a business environment. They must, in line with their own strategy, look for actions that fit their own customers, employees, and organization. Maintaining and possibly building relationships should be central to this.
Share this article
