Are B2B and B2C really that different?


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I often wonder if we’d be more successful at B2B marketing if we thought of it more like B2C. In the end, we’re selling to people, not businesses. People make the decisions, based on a mix of personal interests, professional aspirations, politics, etc.

Yes, there’s value for the business and the end-customers in a B2B decision. But that’s still driven by personalities, individual needs, human translations of a business concept or potential outcome.

And it goes both ways. Nobody likes to get an email from a company. We’d prefer to get an email from a person AT that company. Open rates in emails between the two instances prove this again and again. But in so many cases, we still pretend that a building is selling something to another building. Doesn’t always work too well that way.

The business pays the bill, but it’s people who buy.

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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