Learn about the characteristics of BtoB marketing
Posted: Mon Mar 17, 2025 8:57 am
When learning about the characteristics of BtoB marketing, we will compare it with BtoC marketing (transactions between companies and individual customers). The following four points are important in determining the differences between BtoB marketing and BtoC marketing.
1. Number
of customers 2. Number of stakeholders
3. Consideration period
4. Reasons for purchase decision
Number of customers
BtoB marketing has fewer customers than BtoC marketing. Therefore, gambling data korea marketing activities directed at each company are more thorough and time-consuming.
Because there are fewer targets, competition with other companies is likely to intensify, making it difficult to balance costs and returns. For example, one of the problems with B2B marketing at advertising agencies was the problem of "too many presentations."
This was due to the fact that we had not sufficiently differentiated ourselves from our competitors through our marketing activities, but when it came to determining who our best customers were, the options were even more limited, which created an unhealthy situation where we felt we had to go when we were called.
It is necessary to anticipate customer needs and improve both services and marketing.
Number of people involved
In BtoC marketing, the stakeholders are one person (the person himself) or at most two people (the person and their spouse, for example), but in BtoB marketing, the stakeholders include the field staff and their supervisor, the supervisor's supervisor, and the final decision maker (the president or board of directors).
As the number of stakeholders increases, each party's intentions will differ, and the materials needed to persuade them will also change. BtoB marketing with a high success rate was a case where the company had a firm grasp of the on-site staff and was able to work together with them to persuade other stakeholders. First of all, if the on-site staff do not trust you, you will have a lack of information and it will be difficult to persuade the decision maker.
Review period
In BtoB marketing, the purchase consideration period is longer than in BtoC marketing. Depending on the price of the product, it can take six months to a year when dealing with companies that place importance on the proposal and agreement process.
Also, depending on the company, the budget is only decided once a year, and I have had the experience of being told more than once, "We would really like to hire you, but we don't have the budget this year, so please bring it in next year."
A longer consideration period means more opportunities to approach, reducing the possibility of losing a deal one by one.
Reasons for purchase decision
Finally, in BtoC marketing, the buyer is an individual, so the purchase decision may be based on momentum or atmosphere, but BtoB marketing, where the buyer is a company, requires economic rationality.
This becomes even more evident as the number of people involved increases and the consideration period becomes longer. In addition, when there is no significant economic difference, the deciding factor may be the track record of the product provider (listed or unlisted, product sales volume, sales amount, name recognition) or whether the purchaser's competitors have introduced the product.
For example, in industries where a few large companies dominate the market (such as banking), the information that "XX Bank has also implemented the same system" was a big step forward in securing orders.
Remember that in B2B marketing, it's important to be able to provide rational reasons, not just emotional ones.
1. Number
of customers 2. Number of stakeholders
3. Consideration period
4. Reasons for purchase decision
Number of customers
BtoB marketing has fewer customers than BtoC marketing. Therefore, gambling data korea marketing activities directed at each company are more thorough and time-consuming.
Because there are fewer targets, competition with other companies is likely to intensify, making it difficult to balance costs and returns. For example, one of the problems with B2B marketing at advertising agencies was the problem of "too many presentations."
This was due to the fact that we had not sufficiently differentiated ourselves from our competitors through our marketing activities, but when it came to determining who our best customers were, the options were even more limited, which created an unhealthy situation where we felt we had to go when we were called.
It is necessary to anticipate customer needs and improve both services and marketing.
Number of people involved
In BtoC marketing, the stakeholders are one person (the person himself) or at most two people (the person and their spouse, for example), but in BtoB marketing, the stakeholders include the field staff and their supervisor, the supervisor's supervisor, and the final decision maker (the president or board of directors).
As the number of stakeholders increases, each party's intentions will differ, and the materials needed to persuade them will also change. BtoB marketing with a high success rate was a case where the company had a firm grasp of the on-site staff and was able to work together with them to persuade other stakeholders. First of all, if the on-site staff do not trust you, you will have a lack of information and it will be difficult to persuade the decision maker.
Review period
In BtoB marketing, the purchase consideration period is longer than in BtoC marketing. Depending on the price of the product, it can take six months to a year when dealing with companies that place importance on the proposal and agreement process.
Also, depending on the company, the budget is only decided once a year, and I have had the experience of being told more than once, "We would really like to hire you, but we don't have the budget this year, so please bring it in next year."
A longer consideration period means more opportunities to approach, reducing the possibility of losing a deal one by one.
Reasons for purchase decision
Finally, in BtoC marketing, the buyer is an individual, so the purchase decision may be based on momentum or atmosphere, but BtoB marketing, where the buyer is a company, requires economic rationality.
This becomes even more evident as the number of people involved increases and the consideration period becomes longer. In addition, when there is no significant economic difference, the deciding factor may be the track record of the product provider (listed or unlisted, product sales volume, sales amount, name recognition) or whether the purchaser's competitors have introduced the product.
For example, in industries where a few large companies dominate the market (such as banking), the information that "XX Bank has also implemented the same system" was a big step forward in securing orders.
Remember that in B2B marketing, it's important to be able to provide rational reasons, not just emotional ones.