The business landscape is continuously shifting to support digital transformation. Understanding how concepts evolve is key in designing sales structures that not only reach your audiences but get them in the buying mindset to take action. When doing business, it’s important to know who your target audience is, because your tactics and maneuvers may look drastically different. Some brands do business with consumers, businesses, or both. B2B is business-to-business, where the transactions taking place only involve businesses. B2C is business-to-consumer, where the business or brand directly sells to individuals. B2C is often referred to as D2C, direct to consumer.

Both B2B and B2C are business-related transactions, but they have distinct differences in how they attract, engage, and operate in their approach.

What makes the two so different?

The differences in B2B and B2C may not seem significant, but the way in which business is conducted changes. For instance, in B2B, the decision-makers are the other business. That means any marketing tactics used must demonstrate how you can help the business solve a problem. B2B may also require additional services to get the business on board.

Some good examples are grocery stores. There are many different departments that must be involved in the final decision. A bread company attempting to sell to a major grocery store chain must consider what problem they solve for the grocer, their target audience, how the merchandise will be shipped and delivered, quality control, and more.

Every business has its own list of requirements that must be met. Additionally, the originating business must go through its own set of protocols such as the business meeting its goals, initiatives, and regulatory requirements. With so many bases to cover, the process is much longer than that of B2C. In fact, 63% of B2B teams consist of at least three decision-makers.

B2C is easier because it’s a business selling directly to a consumer. Although the business may be B2B if it’s a retailer that carries a variety of merchandise from different vendors, they are the source, which is considered the business that makes these items available to consumers that don’t have all the legalities and other factors weighing in on their decision. B2C takes on many forms, including eCommerce. The customer is able to evaluate the merchandise and make an immediate buying decision without consulting anyone else.

The terminology and audiences are very different, as buyers in B2B are strategic based on their needs, while B2C buyers purchase based on the emotional connection they have with the brand, or based on the things they want.

Changing dynamics in the buyer space

While B2B has traditionally been straightforward, influencer marketing has somewhat shifted the landscape. B2C was primarily based on the relationship the brand cultivated with the audience, so when marketing tactics were applied, it was an easy sale. In B2C, experience and personal enjoyment always come first.

As things change in this digital transformation, B2B must also take a hard look at delivering experiences for the businesses they market to while still building authority and trust while delivering great prices, products, and ROI.

One of the biggest shifts is in how buyers (consumers and businesses) interact and engage. B2B used to rely on traditional tactics where businesses were the focal point of engagement. Things have changed in that B2B looks a lot like B2C due to engagement and reach via social media channels. This has not only created a bridge but is very effective when influencing both businesses and consumers to make a purchase.

Whether B2B or B2C, 82% of online traffic in 2022 is from videos, with 41% of marketers already using this type of content to push sales. In both B2B and B2C, email is still going strong. 59% of B2B marketers say that email is the most implemented tactic, with 87% of B2C marketers using an email marketing strategy to reach their customers.

When reaching these customers, having the right tools in place for engagement is key. Salesforce is an excellent tool for manufacturers, and CLOUDSTREET has implemented B2B stores for manufacturers in the industrial, IT services, and consumer goods sectors.

Great customer service and relationships are key

Strong client relationships help solidify long-term business, so building a strong brand based on good business, ethics, and social standing is crucial. In many cases, this is how businesses get referrals to do business with others. In many cases, both are types of branding, but B2C is more transactional based on brand recognition, while B2B is dependent on lead generation. B2B has positioning front and center, but B2C heavily relies on the message.

In any industry, customer service can make or break you. Although the trend continues to blur the lines between B2B and B2c, one of the most important factors that stands out and differentiates them is the level of customer service required.

Consumers want things right now, and most will do it themselves if they can get it done faster. They also want quick service without going through red tape. The goal is to empower consumers to be autonomously driven.

With B2B, customer service is very different. Businesses need certain levels of support to ensure their problems are not only identified but handled without much interference on their end. Dedicated support teams, automated dashboards, and high-level assurance must be part of the customer service portion of the relationship. Many businesses offer CRM tools to assist and keep the lines of communication open around the clock.

While they both have differences, a lot of their nuances overlap. Using the best technology solutions to reach and engage businesses to boost the benefits of their processes makes a difference. Find out more about CLOUDSTREET and their Salesforce optimization to transform the way you do business today.