There's a huge difference between business-to-business marketing and business-to-consumer marketing, but not everyone can see it clearly. There are those who believe the differences are minimal
because many of the fundamentals of good B2B marketing are grounded in B2C principles. In this essay, B2B expert Sherri Leopard, CEO of her own business-to-business marketing communications agency,
points out one significant difference. "Sure, most families consult on houses and cars, but no one ever gets fired for making an impulse buy while in the line at the grocery store," she writes."In
fact, creating the interest that drives an impulse sale is one of the core tenants of B2C marketing. Not so in B2B, especially decisions that involve some sort of technology." She also points out
that in most significant B2B purchases, a whole team of "influencers and approvers" are involved. In the end, she says, "most B2B choices are multifaceted, they're costly and people have gotten fired
for making bad decisions." She goes on to present a series of tips and guidelines on how to improve B2B marketing efforts in order to provide meaningful ROI for clients.
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