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With the increasingly integrated role of social media in business and society, the structure of B2B is steadily changing.
How is it Different from Standard Marketing Practices?
Selling to businesses versus consumers has several huge differences. For starters, studies show that consumers purchase with different emotional prompts than businesses do. Common motivators for consumers can include personalized factors such as impulse or status, whereas with businesses, different individual emotional motivators apply. Researchers buying for businesses tend to hold the fear of making the wrong decision, uncertainty of the level of confidence in the forecasted ROI, and look for a level of trust that can be established in the seller’s people.
Businesses look at the reputation placed on the corporate brand and this drives the actual purchase decision. Companies want to be assured of more than just the calibre of the product, they look to answer “Can I believe in this company? Can I trust them? How will the reputation of this company affect my business?”...
Marleen Anderson looks at how b2b marketing is different from consumer marketing. Recommended reading. 9/10