B2B digital marketing vs. B2C

 

Before I learned about digital marketing, I thought that marketing strategy was targeting consumers. While digital marketing is not only B2C (business to consumers), but also contains B2B ( business to business). 

B2B digital marketing: 

If your company is business-to-business (B2B), your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.

Beyond your website, you'll probably choose to focus your efforts on business-focused channels like LinkedIn where your demographic is spending their time online.

B2C digital marketing:

If your company is business-to-consumer (B2C), depending on the price point of your products, it's likely that the goal of your digital marketing efforts is to attract people to your website and have them become customers without ever needing to speak to a salesperson.

For that reason, you're probably less likely to focus on ‘leads' in their traditional sense, and more likely to focus on building an accelerated buyer's journey, from the moment someone lands on your website, to the moment that they make a purchase. This will often mean your product features in your content higher up in the marketing funnel than it might for a B2B business, and you might need to use stronger calls-to-action (CTAs).

For B2C companies, channels like Instagram and Pinterest can often be more valuable than business-focused platforms LinkedIn.

From my own perspective, I thought about an example of B2B digital marketing. Third party administration will use B2B digital marketing more since it's clients are other business companies instead of direct consumers. I worked in an insurance technology company before. Our company needs to cooperate with other third party administration to design a new insurance product with healthy activities. TPA is responsible for providing healthy services and they are willing to add flyers or posters in the introduction page of new insurance products instead of being paid. Their purpose is making more insurance companies who will use our design to know their healthy services and use their services in other products as well. I am curious about how they quantify their outcomes through B2B digital marketing, hope I can learn more in the future.

Reference:

https://blog.hubspot.com/marketing/what-is-digital-marketing