Blog Post

Demand Generation

How Your B2B Marketing Strategy Should Differ From B2C

B2B (Business-To-Business) and B2C (Business-To-Consumer) are two terms that often come up in the growth marketing world. You’re likely already familiar with these terms. 

However, knowing the difference between B2B and B2C and knowing how marketing strategies are different for each is another matter.

Marketing to B2B audiences and marketing to B2C audiences require different approaches, and that’s what this article will delve into. You’ll learn how to build a marketing strategy that makes sense, whether your focus is on B2B or B2C.

Customer Relationships

The first difference in strategies is noticed in how customer relationships are approached. Digital marketing, in general, has a big focus on building relationships with customers, and the way this is approached varies between B2B and B2C strategies. 

While B2C marketing likes to zoom in on personal relationships, B2B marketing is less intimate and has what could be called a "transactional" focus. Building long-term relationships take the spotlight for B2B marketing strategies, and the attention is more sales-oriented in B2C marketing. 

Keep in mind that both require customer services and good lead generation to be fast and effective. A "Speed to Lead" approach is essential.

Branding

B2B marketing takes a very different stance on branding than B2C marketing does. B2B focuses on positioning, whereas B2C is more concerned with messaging.

For B2B, good positioning is what makes you stand out among the competition and attract your audience.  Positioning is about more than branding; it’s about perception. It encompasses various elements — from content marketing to branding and social responsibility.

On the other hand, B2C marketing is concerned with what your target audience thinks about you. What does your company stand for? What does it support? People who feel they can relate to your brand are more likely to buy from you. 

Ad Copy

Marketing strategies also diverge for B2B and B2C when it comes to ad copy. B2B companies need to take a professional approach, while B2C companies have the freedom to be more playful and emotional.

Successful B2B marketing ad copy should stick to terms that their audience is familiar with and avoid being frivolous. B2C ad copy should speak the same language as its target audience.

Audience Targeting

The way B2B companies approach audience targeting is also different from how B2C companies do it. To build effective B2B marketing campaigns, it’s important to find a niche and make that the focal point of all marketing efforts.

B2C marketing is more funnel-focused, and this funnel will consist of awareness, interest, desire, and action. A PLG (product-led growth) funnel can also be quite useful. 

Traditional marketing can come in handy but requires a good understanding of existing customers and proven ways to generate leads. 

Using marketing automation software (like HubSpot) can make audience targeting more effective and less frustrating, especially when trying to stay focused on results rather than the small things that can distract your marketing team. 

Sales Cycle Length 

The sales cycle length for B2B marketing is, in most cases, longer than it is for B2C marketing. This is because the decision and approval process requires multiple signatures, so potential customers might need more encouragement to take the final step and make a purchase.

More lead nurturing is required for B2B companies to get the sales they want, and user experience is an important factor here. If customers don’t get the attention they need, they’re more likely to move away and support other businesses. Customer service is a prime part of the B2B sales funnel. 

The B2C sales cycle often requires less input from salespeople, though this varies widely across industries and audiences. 

Emotional Investment

Generally, B2B marketing is far less emotional than B2C marketing because the customers are more calculating. They are driven by evidence of performance and numbers. B2B marketing, therefore, tends to be more information-focused.

B2C marketing calls for more creativity, entertainment, and emotional investment. Customers are more focused on achieving happiness or satisfaction and make more impulsive decisions.

Paid media campaigns can be useful tools for building emotional investment in both B2B and B2C marketing.

Marketing Channels

B2B companies and B2C companies have different marketing channels to choose from when it comes to their marketing efforts. For B2B marketing to work, the challenges of the audience must be addressed, as well as their needs and relevant interests. For this, Search Engine Optimization (SEO) is crucial.

Other channels that are fruitful for B2B include PPC (Pay-Per-Click) advertising, referral marketing, content marketing, email marketing, and social media channels.

B2C companies can use outdoor advertising, influencer marketing, traditional advertising, and digital marketing strategies. Search engines and social media also play a big role, with platforms like Twitter, Instagram, and Facebook being some of the most popular and effective for B2C marketing.

B2B, B2C, and Matter Made

Planning a B2C or B2B marketing strategy isn’t easy and shouldn’t be taken lightly. 

A well-defined strategy that has the right approach to branding, customer relationships, and audience targeting can take your company to new heights. 

Why not combine efforts with Matter Made? We have a team of expert marketing professionals who can help you build B2C or B2B marketing strategies that will see you rise above your competition. 

Interested? Let’s talk!

Blog Post

RevOps

Demand Generation

How to Automate Your Processes With RevOps 

Revenue Operations (RevOps) is a framework that helps SaaS brands to streamline growth marketing, sales, and customer success through data. This approach facilitates revenue growth by improving the customer experience.

The challenge for companies is that they are lost on where to start, as RevOps is a new concept. For instance, you don’t know what kind of customer data you need to collect in a typical customer lifecycle.

Honestly, it is challenging, considering the complexity of optimizing revenue generation.

But don’t worry. A lot of those internal processes consist of repetitive tasks, and with the help of the right automation tools, you exceed your revenue goals.

Below, we have explained how you can collect relevant data, analyze it to integrate it with your process, and use it to improve the revenue of your SaaS brand.

RevOps Automation Benefits

Internal processes and business functions improve by leveraging automation in revenue operations in the following ways:

  1. Improve revenue. Automation lets you do more with fewer resources. For instance, with marketing automation, you can simultaneously nurture many leads to motivate them to take the next step in the customer journey.

  1. Reduce reliance on human labor. This will decrease or eliminate bottlenecks or dependencies within your team. For example, sales teams won’t be waiting for approval to implement a new strategy for increased revenue generation. 

  1. Embrace marketing innovations. RevOps teams can implement new operations processes quickly. For example, if the data shows that email automation is necessary, transitioning to it will be simple.

How To Embrace RevOps

Now let’s take a look at how marketing, sales, and customer success teams can use automation solutions to adopt RevOps.

Use it in Email Marketing

You can implement it in two ways:

  1. Automated emails. The right RevOps strategy will automate multiple processes by automating customer interactions. For instance, sending follow-up emails can be tedious if you are doing it manually.

  1. Targeted emails. Send the right message to the right audience. For instance, it doesn’t make sense for you to send the features of using Product A if a lead has signed up from a landing page featuring Product B.

It will help to use email automation platforms like HubSpot.

Source: HubSpot

Smarten Your Sales Calls

Sales reps are humans in the loop who carry out a crucial part of the sales process: making direct contact with the prospect by calling them.

This step is important as it helps you establish rapport with your potential customer and make the sales pipeline efficient. However, it can be challenging due to factors like the volume of calls or managing the details of each lead you are calling.

RevOps software like WhatConverts can help sales teams reach their leads on time with features like automated data entry and profile updates.

Source: WhatConverts

Take Up Task Tracking

Teams that follow agile methodologies must constantly adapt to changing conditions. It becomes even more challenging when there are multiple departments involved during processes like project management.

RevOps automation tools such as Zapier and Process Street help cross-functional teams complete their tasks within deadlines.

Source: Zapier

Automate Lead Scoring

One of the most tedious tasks that operations teams have is estimating the likelihood of a lead converting. If this step is not carried out properly, the sales team will not only spend a lot of resources but also will have a hard time closing deals.

As data comes from multiple sources, tools like Zoho CRM and Freshsales use Artificial Intelligence (AI) to forward the hot leads to sales.

Source: Zoho CRM

Use it in Customer Health Scoring

Customer health scoring is a technique to gauge and improve customer satisfaction so that they keep returning for more.

The challenge here is that this process will add more powerful tools to your tech stack that you need to spend time and labor on. Fortunately, ops teams can rely on process automation to make this step easier.

Need Help With RevOps? Try Matter Made

RevOps automation helps brands save resources such as time and labor by automating certain tasks through data. Operation teams can embrace it in their sales, marketing, and customer success process in the following ways:

  1. Nurture leads and market better to your existing customers by automating email marketing with the help of CRM tools.
  2. Call your leads with the relevant details at the right time to get to the deal stage faster through calling tools.
  3. Ensure all the team members are aware of tracking and capable of finishing their tasks through AI-powered task management tools.
  4. Collect information from various data sources so that you forward the qualified leads to sales.
  5. Track how happy your customers are, as customer retention is crucial for growing revenue.

To get the full benefits of RevOps for your company, you need an experienced team that can identify areas of improvement and build data-backed automated processes that drive efficiency. 

That’s where we come in.

Matter Made has unlocked the full potential of many brands through RevOps automation. Be it streamlining marketing and sales ops, building PLG sales funnels, managing multiple promotional campaigns, or building end-to-end pipelines — we have done it all.

Interested? Let’s talk.

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