There is a popular saying in the industry,
"To B needs to be marketed again with To C in mind." We wonder if you
have such doubts, since B-side and C-side face different users, and the
marketing methods adopted are also different. , Why Learn From B-End Digital
Marketing to C-End? The author has answered it by analysis, let's see.
B2B and B2C represent two very different business
models and we are one of the marketers who has changed from B2C to B2B from
what we have observed.
Switching from B2B to B2C is extremely rare.
There seems to be a natural barrier between companies with two different business
models. Everyone is accustomed to sticking to one side, and it’s hard to get
into each other’s circles.
We have the same understanding, and many
marketers seem to want to know what we're going to discuss:
What are the features of B2B
Can B2-B Marketing Learn From B2C?
How important is digitization for
What are the features of B2B marketing? B2B is
business to business, which means your marketing target is the dealer or end
customer. This is determined by the business characteristics of different
companies. A large company, it consists of several business units.
Some business department direct customers are
dealers. The Dealer Channel Network manages customer satisfaction, sales, order
services, and after-sales service. Dealers play an important role in the whole
price chain, while some strategic business segments are terminal-based. Main
customer, pre-sales communication, in-sale, and after-sales are all directly
followed by the company’s internal team.
The current popular DTC (Direct to Customer)
marketing model focuses more on the pre-existing business of the dealer model
to minimize value transmission links between enterprise and end customers and
to improve efficiency and sales results. As the main model, the business maintains
existing relationships with major customers, and further value transfer is done
Because business models are different, investing
in marketing resources, work focus, and work methods are also completely
While they all mention demand creation, the
former focuses on mining new customers and long-tail customers, while the
latter focuses on maintaining loyalty to existing large customers and
maintaining new demand on old customers. Regarding the above questions, we
would like to make three points:
1. Specify the B2B business
model and adopt a different marketing strategy
The difference is a very basic marketing
principle. We take the aviation industry as an example. Our customers in China
are COMAC, the major domestic airline.
Customer relationships are then maintained by
sales, and the main function of the marketing department is to support market
elements, maintain market activity, and establish company leadership in this
area. Because of different goals and different strategies, measurement results
also need to be differentiated. In contrast, lead collection and conversion
measurements, it is not about quantity. But it's all about customer loyalty,
customer relationships, and the number of transactions.
This will directly determine the budget of the
market and the allocation of marketing resources. If the features of the
business model are not fully understood, this will result in a waste of budget
If the business segment is largely based on the
dealer model, the partner's position must first be defined. Dealers should
adopt integrated functions of inventory, sales, services, etc., or focus on
only one part and adopt an innovative direct-to-terminal DTC marketing
That is, the marketing department of the enterprise
will be more responsible for the mining demanded by the end customers, while
the dealers will be more responsible for completing the follow-up sales orders
and product services. The different locations of the partners will determine
the channel network strategy and profitability.
2. At the marketing strategy
level, although business models are very different, B2B companies can and
certainly learn from B2C marketing methods and strategies.
The first step is to define the relationship
between the business model and the marketing strategy, the overall marketing
goal, which is about the marketing strategy level, and the next step is to go
further at the strategic level.
How do you
develop an effective strategy?
Under the B2B model, it takes a long time to
start product research, start R&D, enter the market, collect user feedback
and then update and repeat the product. At the same time, the customer group is
complex, and there are many decision-makers involved in different levels and
functions of the enterprise.
Thus, when a product enters the market, from
initial promotion to sales revenue collection, the cycle of profitable
transactions is also long. In some industries, such as the production equipment
in the cold chain industry, the software transaction cycle starts from
contacting customers and completing the contract. It takes a long time to
negotiate an order. For two years. From product cycles to transaction cycles,
there are essential differences between B2B and B2C businesses.
At the same time, from the marketing level, the
digital marketing development of B2C enterprises is much more mature than that
of B2B enterprises.
The question that many are asking is how
important is digitization for B2B business?
Some B2B enterprises have installed a large
number of digital systems, but the systems are different from each other, and
data islands are common. Systems data connectivity has become a headache for
the marketing department and the IT department of many B2B enterprises,
involving world headquarters and the Chinese market. Practical problems such as
personnel, staff in different departments, single communication and jet lag
have made implementation difficult.
In B2C enterprises, the breakdown of data silos
and the integration of digital infrastructure began several years ago. From
this point, B2B must learn from B2C, and the future will be a
“customer-centric” digital age.
The primary condition of marketing is a broad
understanding of customers, and if customer data is completely segregated across
different systems and cannot be used as an “asset” by enterprises, it is
undoubtedly unfortunate that, even in the future, enterprises will slow down.
To be used by the enterprise. Potential hidden dangers of market elimination.
companies are also better at marketing operationalization.
Traditionally, companies produce products and
customers purchase products and there is a purely transactional relationship
between the two. But, in the digital age, more and more B2C companies are
embracing the concept of “user co-creation”.
In the product development and pre-market testing
phase, users are involved. Users participate not only in product development
but also in product promotion. At this point, their identity is "KOC"
(main response customer).
For B2B enterprises, how to allow users to
participate more, build stronger partnerships, increase customer stickiness and
influence more potential customers.
B2B learns from B2C's advanced marketing concept,
so innovation happens and innovation is the driving force of marketing.
3. B2B enterprise marketing
should focus on “building thought leadership based on knowledge value systems”.
On top of that, the source of profit for a B2B
business is the product, solution, or service that it sells and receives from
So why would customers buy from you and not from
other competitors? What is the main motivation that drives the customer's
We think it is trust, so why do customers trust
you instead of others?
The reasons may be the company's market position,
word of mouth, recommendations from colleagues, effective maintenance of the
sales relationship, etc.
At its core, it can set you apart from your
competitors and make users willing to pay extra for your brand at the same price
terms, such as brand premium, even if you encounter cheaper and similar
competing products, they will not hesitate to choose you. Yes, it must be
because you have built that thought leadership in the industry over the years.
thought leadership come from?
Thought leadership comes from the company’s
visionary insights into the industry, unique understanding, output of key
technologies, and appreciation of industry resources.
The above elements reflect the value of knowledge
and the core values of the enterprise. To consumers, what is meant by the
enterprise is not just products and solutions, but more importantly, the
knowledge quality system that supports their acquisition.
If content marketing in B2B Enterprise can do
only one thing, it is to create the content of the enterprise knowledge pricing
system and do a good job of top-level design.
At the same time, when exporting a knowledge
value system, it is necessary to cultivate their own influential and
influential people in the industry to better export this value system.
Enterprise and big coffee, big coffee and industry, and enterprise and industry
have created a solid iron triangle relationship.
Creating digital systems and thought leadership
for B2B enterprises is by no means fast, and behind them is the advancement of
knowledge, the renewal of ideas, and the transformation of companies, but B2B
enterprises can and must learn from B2C if they want to. Do a good job at
At the same time, it conducts strategic
customization according to its own business model, makes reasonable judgments
on the importance and urgency of marketing problems, and invests assets
rationally, which tests the internal strengths of marketers.