From campaigns to messaging and even buying criteria, B2B businesses differ from B2C businesses on all touch points and tangents. Not only that, traditionally both of the approaches share very few overlapping factors. Unlike B2C, reaching out to customers and visibility are not the only top priorities of B2B campaigns.
But with time, the modern consumer mindset has changed, even in B2B sectors. Stakeholders in B2B industries are also sharing multiple touchpoints and elements. Combining elements of B2C campaigns with the B2B sector can help marketers stay on top of their game and close more deals in today’s highly competitive market.
Advantages of fusing B2B and B2C
Over time, B2B market stakeholders have evolved. Traditional approaches might not be as effective as they used to be. Using elements of both B2B and B2C can prove to be extremely beneficial to marketers. Here are some advantages of adopting B2C approaches in the B2B landscape.
Infuse logic with emotion
B2B marketers may benefit from studying consumer efforts. When it goes too far, especially for complicated B2B transactions, issues arise. Your clients create intricate purchasing committees expressly to make sure that their decisions are made rationally rather than subjectively. The buyer just won’t buy if you are “all in” on emotion and ignore reason.
Consumer-grade B2B Campaigns can bring a competitive edge
You’re more likely to succeed in B2B campaigns that cut through the clutter of repetition and overexposure to information when your strategy and methods are consumer-grade. And when that occurs, there will be a huge increase in positive outcomes at the bottom of the funnel due to your brand’s increased engagement. Now that your sales team is ahead of the game, it will be simpler for them to have a more genuine, organic conversation.
B2B Decision Makers also resonate with personalization
A strong emotional bond is one of the primary advantages of shaping B2B campaigns like B2C ones. B2B marketers may connect with decision-makers more strongly by using storytelling and customization. Decision makers in B2B sectors are also buyers and individuals who are drawn to compelling stories and resonate with emotional narratives.
Downsides to be avoided of the shared approach
Adopting B2C practices in B2B can prove to be developmental, but one must consider the loopholes and downsides that need to be avoided.
An overly emotional approach can prove to be damaging instead of being beneficial
Unlike B2C, technicality is an important factor in B2B businesses. The complexity of some products and services can get too watered down with an overly emotive approach. While narrative and emotion might increase engagement, there’s a chance that important technical facts that are critical to B2B decision-making will be lost. Achieving equilibrium is essential to catering to both aspects.
Emotional narratives lead to reduced business cases
Just like how emotional bond is a primary advantage of running B2B campaigns like B2C ones, reduced business cases are one such major disadvantage. The B2B purchasing journey involves many stakeholders, approvers, and influencers who want to see a solid case presented for making the purchase. Using just anecdotes and feelings will be extremely difficult for B2B marketers to prove that.
