There are a lot of differences between B2C and B2B. The biggest difference between the two has got to be their audiences. Of course, this depends on the client, but more often than not B2C addresses a large audience with vastly different needs, while B2B is limited to a much more refined and specialized target group.
This means the entire strategy and approach need to be different too because we want to accurately reach the target audience. It determines which channels to use, how to leverage social, which targeting, and even which KPI we measure.
B2C is often seen as more important and sometimes more “glamorous” than its B2B counterpart. That’s simply because B2C gets more visibility to the public and has more sway over the company’s image as a whole. As a result, the bulk of the budget for many clients is allocated towards B2C. Sooner or later, however, clients realize that neglecting their B2B marketing funnel soon catches up with them.
Another big difference I often see is how clients approach B2B communications. Often budget constraints lead to smaller marketing departments being responsible for all B2B communication channels. In most cases, the client doesn’t have the in-house specialists to get the most out of each campaign. Plus, it can lead to internal overwhelm as the department takes on multiple roles outside of their comfort zone.
Agencies like RDB are key to provide support, especially during critical stages such as re-assessing a strategy without the need to invest in building in-house resources.