Although your target audience is a company in the case of B2B and it seems a totally different market to B2C, actually they have a lot in common because who is buying you is a person, indeed. Companies are people.

While in a B2C process only 1 person can intervene and the purchase time is shorter, in the B2B buying process more than 5 people intervene.

The marketing strategies to apply in B2B are different from B2C, however some are very common.

The final consumer buys necessary things and others that he just wants. The applicable strategy often focuses more on their emotions than on giving convincing data. The cost of the products is usually lower and the buying decision quicker. The final consumer does not have to give an explanation to many people during his purchase decision.

In the case of a company, the purchase decision is a longer process as it does not only depend on one person. A person may be assigned to search for the supplier, investigate, compare prices and then make the decision in a board or department. The goal is also different, since a company buys another company out of necessity to continue producing its product or service.

The strategy is to attract, as in B2C, but then it is to convince and give concrete data, reduce risks and generate confidence for decision making.

In the B2B, creating the strategy of this purchasing process is the most important aspect because, as in B2C the final consumer is more volatile and can change brands, there are companies that want to find a reliable supplier for life.

The marketing challenge is to provide appropriate information to the needs and concerns of the different profiles of people involved in the B2B process.

According to our experience, these are the 3 key aspects in Industrial Marketing.