After all, it’s hard to predict consumer response to non-economic benefits: being amused by a game, enjoying the taste of a snack food, or feeling good about oneself when wearing a certain tie. Second, potential B2C insight may not be much higher.
Proctor & Gamble, invest heavily in consumer research. First, most B2C professionals are consumers themselves of the products they wish to design-be it a phone or laundry detergent-so they already have good insight. Imagine you can measure a supplier’s ability to predict customer buying behavior, from 100% guessing to 100% certainty.įor B2C, the gap between typical insight and potential insight is small for two reasons. The Customer Insight Gap chart below illustrates a key B2B vs B2C difference: B2B companies have more potential to improve customer insight. The B2B Index: Why calling something B2B vs B2C is imprecise… and how to calculate your market’s engagement potential.B2B vs B2C Comparison: 12 Fundamental differences and their implications for B2B companies.The Customer Insight Gap: Why B2B companies can elevate their understanding of customer needs more than B2C.That’s because B2B customers have higher “engagement potential,” and can explain their needs very well. This is understanding customer needs so you can develop and promote a product that customers truly want.ĭownload white paper at As we’ll see, B2B marketers can improve this understanding of customer needs more than their B2C counterparts. While many focus on late-stage marketing (promotion), early-stage marketing is more critical.
Why? Good marketing includes both an early stage and a late stage. B2B marketers are often engineers or sales reps that were tapped on the shoulder and told to “do marketing.”ī2B marketers are often engineers or sales reps that were tapped on the shoulder and told to “do marketing.”īut here’s the B2B vs B2C paradox: B2B marketers receive less glory, but have more potential to drive organic growth. When you consider B2B vs B2C, which market profession has greater advantages? Business schools offer more B2C courses, consumer research tools abound, and sophisticated marketers at B2C companies like Apple and P&G are held in high esteem.
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