B2B Branding and Communications
– How is it different?

Historically, marketing has been taught and practiced with a consumer focus. While the basic
principles of marketing apply to any products or services, the emphasis and how the elements are
put together in a marketing mix changes dramatically when one moves from B2C to a B2B setting.
Why would B2B Marketing be different from B2C?
B2B B2C When it comes to selling to businesses, the main differences stem from
the nature and complexity of products, services, and solutions sold. The
market demographics and how the marketers relate to the market are
also significantly different.
B2B marketers are typically dealing with the following differences in
market characteristics compared to B2C marketers:
Fewer customers
Larger orders and higher value of each customer
Emphasis or need for longer lasting relationship with the customers
Complex buying process
Complex value proposition
Longer buying cycles
These are but few differences that necessitate completely different approach to B2B sales and
marketing. Given the nature of the customer base and the solutions sold, the goal of marketing
changes from B2C to B2B:
B2C B2C
Inform Educate
Focus on Awareness and Recognition Focus on Positioning and Reputation
Highlight one or two salient features Communicate complex value proposition in a staged manner
Feeling and Impulse heavy Develop Trusted partner image
Drive Sales Create and Support Demand
“Push” approach “Pull” approach
Discrete from Sales and Distribution Integrated with Sales and Delivery
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B2B Approach – How is it different?
If one is in B2B Marketing there are some fundamentally different
approaches one should consider. These approaches were developed by
marketers who understood the B2B markets and have succeeded in those
markets.
Look beyond mass media
Go higher and deeper rather than wider
Don't just advertise! Communicate
Leverage New Media (internet and related medium)
Collaborate tightly with partners – (Integrate Strategy, Messaging,
and Promotional Mix)
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