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Generalizing broadly, B2B purchases:
- are higher dollar value
- have a longer purchase cycle
- have higher cost of switching
- are more likely to include multiple decision makers
It’s not a totally different type of planning but those factors tend to make a difference in parts of the actual strategy.
Also, certain B2B industries (like tech and software) can have a steep learning curve just in terms of understanding the product itself, which is how people sometimes develop a specialty in in B2B. Most of us have enough experience with toothpaste, beers, cars etc to hypothesize an insight offhand, but that’s not necessarily the case with… idk, data centers or medical billing automation software.
Agree with ED1, good summary. Often the channels & messaging you will use for B2B is wildly different than B2C as well.
It's not different enough to warrant specialization in my opinion. There are differences of course but not enough for specialization to constitute a meaningful advantage.
Director 2 and AD Marketing 1, this is super helpful. Why do you think “sexy” campaigns can’t happen for targeting say, ITDMs? Or maybe you’re saying they can at the top of the funnel, you just require a much more feature-driven, brass tacks type of sales materials when it comes to sales reps closing the deal. Do I have that right?
And if the company also has a B2C side, does that brand campaign tend to take the place of any top of funnel efforts they would do for their B2B customers?