In a recent post on this blog, JS proclaimed that there is “no difference” between business-to-business and business-to-consumer marketing … noting that both are just “business to people” marketing.
But is that really true? Is selling a Happy Meal really the same as selling enterprise software to a Fortune 500 UNIX data center manager?
If JS is right, then there is absolutely no need for the countless seminars, speeches, courses, books, articles, and publications devoted to B2B.
I do NOT agree with JS. I can think of at least half a dozen significant differences between B2B and B2C.
Here’s one: the business buyer is typically much more knowledgeable about the product than a consumer.
For instance, the typical homeowner knows nothing about the roofing shingles you are trying to sell him.
But a professional roofer knows a lot about shingles and their installation — a lot more than the copywriter writing the ad, most likely.
What about you? Do you think B2B and B2C are basically the same … or fundamentally different?
If so, what are the important differences — and how do they affect your marketing efforts?