Skip to main content

B2C Versus B2B – Is There Really Any Difference?

Note: This is the first in a four-part series of guest posts on B2B branding strategy and website design from Rebekah E. Donaldson ("Red") and Cris Rominger of B2B Communications.

Shopping-CartIt’s a question we hear a lot. And for good reason. Either way, you’re still marketing to a human being – right?

Yes and no. We wrote an e-book that covers how B2B marketing differs from consumer marketing, called What Marketing Directors Need in a B2B Marketing Consultant. But here is a short version.

Perceived risk is generally higher for B2B buyers

In business to business (B2B) marketing, a purchase of professional services may impact the company’s customer service, productivity, operations, legal issues, reputation, sales, and/or the bottom line. The perceived risk of a wrong decision is high. In B2C decision making the level of perceived risk is typically low, because most consumer purchases can be returned or exchanged.

Buying committees look to Google and service providers’ websites for information first and repeatedly, according to Enquiro. After all, B2B purchasers are buying the supplier along with the product or service.

Enquiro surveyed 1,000 B2B buyers to learn what the top influencers are in the purchase decision. They found that “respondents across all phases indicated that the website of the vendor” was the top influence on buying decisions. The upshot: if you’re a B2B company, get it right when it comes to your online presence.

Prospects are looking to educate themselves, do their own comparisons, and create their own short lists. Charts comparing solutions, suggested decision criteria, ROI calculator tools, case studies, testimonials, certifications, awards, affiliations, and executive profiles all help diffuse fear of making a wrong decision.

Contact: Red(at)

Next: Cut B2B branding guesswork with a methodical 5 step system



Popular posts from this blog

AHREFS tops the marketing blunder list of 2018

It’s Early in 2018 and AHREFS tops the marketing blunder list It’s only the first week in February and you are reading about the Metrics/Data supplier that has provided us with fodder by creating a huge marketing blunder, Ahrefs.

Ahrefs is world's biggest third-party database of search queries with refined monthly search volume and research metrics.  Their data is used by untold numbers of digital marketers across the world.  Arguably they are the industry leader in this type of data.  The only thing that they changed was how a tiny item in their metrics was being calculated. 
About a week prior to the effective date of the change, Ahrefs notified users that a change was coming to how they calculated a domain rating or DR.  They also stated that many sites would see their rankings drop.  I agree that a need for change was warranted.  What I don’t agree with how they calculated the change and its ramifications for roughly 75% of all websites.  

This past Friday evening around 11 P.…

Hello March!

It is finally March! What will be your marketing strategy for this new month?!

The Wonders of the Weekend

How are you enjoying your first weekend of march?! Are you spending time working on your marketing plans or are you taking some time for yourself & enjoying the company of your family & friends? If you are working over the weekend, take a read at some of our older blog posts and give us some feedback. We are always looking for ways to improve the content we push out to our loyal readers.