B2B vs. B2C Marketing
We all know that B2B and B2C marketing tactics differ in many ways. Businesses are working to streamline the buying process, whereas consumers often include emotion within their buying process. Businesses look to find a rational reason for buying a product, but consumers often have a brand preference that doesn't have a specific rationale. We all know by now that marketing to these two groups requires very different approaches. We all receive hundreds of emails from brands marketing to us as consumers, so we know what that looks like. We know that brands who target us as individuals and appeal to our emotion or show us the personal benefits of their product within their emails win us over. But, how does B2B email marketing differ?
B2B Email Marketing
- You're talking to more than one person. When you send an email marketing message to a business, you're really not sending it to just one individual consumer. Businesses often include several people in the buying process, so you have to impress more than one person with your email. Be sure to include contact information or a call-to-action that links to your website within every email you send. This makes it easier for the individual that does get your email to forward it to his colleagues with all of the necessary information they'll need to get in touch with you.
- Your content should be factual. Like we said, when you're selling to consumers, you can play off their emotions. That's not as true when marketing to businesses. Businesses want to see exactly what they're going to get for the tightly-budgeted money they're spending on your product. They want to know how you can benefit them and at what price. So, make sure you're making an effort to learn the pain points for that business, and then propose in your messages how your product/service helps to relieve those pain points. Though businesses make purchasing decisions more based on rationale than emotion, don't make your emails emotionless. You still want to use an inviting tone in all your email messages, always ready to address any questions or concerns they may ask.
- The timing has to be right. Contrary to individual consumers, business purchasing decisions are rarely spur-of-the-moment. A need has been identified, and possible vendors will be evaluated. The best thing you can do is be sure that your emails are tailored to the problems that business may have. Do your research and be sure your brand is on their list of possible vendors. Don't get discouraged if they aren't interacting with the emails you're sending; the timing may not be right. They might not be in the market for what you're selling at the moment, but the emails you're sending are keeping your brand top-of-mind for that business.
These three examples encompass the big ways B2B email marketing differs from B2C email marketing. Keep these in mind when you're creating your next B2B email marketing campaign. Check out this infographic from Spear Marketing to get you started.
To see how email marketing can work for your business, check out AgencyBloc's new Email Campaigns feature.