When talking about marketing B2B, many people think of endless presentations, bombastic words and that corporate vibe that seems taken from a 90s movie. But the truth is that that is already behind us.
Even if you are selling from business to business, those who make the decisions are people. And these people also enjoy a good story, a bit of humor… or simply content that makes them smile while they drink their coffee.
A brutal example? The campaign of Volvo Trucks, the one in which Jean-Claude Van Damme splits between two moving trucks (yes, that epic video). The result? More than 100 million views on YouTube and a rush of 31% in sales…in just one month. So yes, a B2B ad can be just as viral and exciting than a B2C, as long as it is done with creativity and emotion.
What is B2B marketing
The marketing B2B is the formal cousin, the one who He wears a suit, he lives glued to his agenda and sells it… but to other companies. No pretty products in a window. Here we talk about software, consulting, heavy machinery, things with very long names and budgets that make you a little dizzy.
And of course, when the purchase does not depend on a single person, but on multiple bosses, meetings and spreadsheets, things change. There is no room for “I like it, I buy it.” Here first you have to present, justify, convince and wait for the approval of those above.
But be careful, B2B marketing also has its art. Although it is more logical and structured, the fundamentals remain the same: know the client well, know what problem is keeping them up at night and offer them a real solution.
The difference is that here it is not sold with little hearts, but with data, profitability and good Excel. Still, if you do it right, with strategies like inbound marketing, you can not only attract clients, but also get them they fall in love with your proposal.
B2B and B2C Marketing Differences
There are those who believe that the B2B and B2C marketing They are practically the same, only one sounds more formal. But not, nothing to see. You can’t take the “sell like there’s no tomorrow” tactics from B2C and use them as they are in B2B, because it just doesn’t work.
I’ll tell you some differences that make a difference (a lot):
- There are fewer fish in the pond
In B2C you target thousands or millions of people. But in B2B… sometimes, Your audience fits on a meeting table. So no shooting like crazy: you have to create ultra specific content, almost as if you were speaking directly to a person with a first and last name. - The sale does not end here
In B2C someone buys and that’s it, thank you and goodbye! On the other hand, in B2B the sale is just the beginning. It’s like a serious relationship: you have to take care of it, follow up, be there. From technical support to newsletters or webinars, everything counts for the customer to stay and, hopefully, recommend you. - They buy with their head, not with their heart
Nobody here says “I fell in love with the software, I’m taking it with me.” No. In B2B the decisions are more cold and rational: ROI, efficiency, budget, the boss who has to approve it… So get ready to justify every cent and answer technical questions like a pro. - Relationships are everything
Since there aren’t that many potential clients, each one counts. And a lot. That is why many companies have account managers who take care of them as if they were VIPs. It is about maintaining a close relationship, with direct communication and strategies such as account-based marketing, who get to the point with the right person through the right channel.
What is B2B marketing
The B2B marketing is the formal cousin, the one who wears a suit, he lives glued to his agenda and sells it… to other companies. No pretty products in a window. Here we talk about software, consulting, heavy machinery, things with very long names and budgets that make you a little dizzy.
And of course, when the purchase does not depend on a single person, but on multiple bosses, meetings and spreadsheets, things change. There is no room for “I like it, I buy it.” Here first you have to present, justify, convince and wait for the approval of those above.
But be careful, B2B marketing also has its art. Although it is more logical and structured, the fundamentals remain the same: know the client well, know what problem is keeping them up at night and offer them a real solution.
The difference is that here it is not sold with little hearts, but with data, profitability and good Excel. Still, if you do it right, with strategies like inbound marketing, you can not only attract clients, but also get them to fall in love with your proposal.
B2B and B2C Marketing Differences
There are those who believe that B2B and B2C marketing are practically the same, only one sounds more formal. But not, nothing to see. You can’t take the “sell like there’s no tomorrow” tactics from B2C and use them as they are in B2B, because it just doesn’t work.
I’ll tell you some differences that make a difference (a lot):
1. There are fewer fish in the pond
In B2C you target thousands or millions of people. But in B2B… sometimes, your audience fits on a meeting table. So no shooting like crazy: you have to create super specific content, almost as if you were speaking directly to a person with a first and last name.
2. The sale doesn’t end here
In B2C someone buys and that’s it, thank you and goodbye! On the other hand, in B2B the sale is just the beginning. It’s like a serious relationship: you have to take care of it, follow up, be there. From technical support to newsletters or webinars, everything counts for the customer to stay and, hopefully, recommend you.
3. They buy with their head, not with their heart
Nobody here says “I fell in love with the software, I’m taking it with me.” No. In B2B the decisions are more cold and rational: ROI, efficiency, budget, the boss who has to approve it… So get ready to justify every cent and answer technical questions like a pro.
4. Relationships are everything
Since there aren’t that many potential clients, each one counts. And a lot. That is why many companies have account managers who take care of them as if they were VIPs. It is about maintaining a close relationship, with direct communication and strategies such as account-based marketing, who get to the point with the right person through the right channel.
Greater Challenges in B2B Marketing
The truth is that in B2B marketing there are several challenges you face every day. Here are the main ones, explained in a simple way:
1. Resource and time limitation
Everyone wants quick results, but with a limited budget. So there’s no other option: it’s time to use ingenuity, creativity… and a lot of coffee.
If you have an SME, you surely know what I’m talking about: you juggle time, resources and a thousand other things. And if not, believe me, it’s quite an art to survive without a team of 20 people behind.
That’s why it’s so important to have a good foundation in digital marketing. In fact, here’s an article that talks just about that: why digital marketing is key for small businesses. Take a look at it, it could come in handy.
2. Difficulty generating differentiation
Today a thousand companies say the same thing. And of course, with so much noise, standing out is quite a challenge.
The key is to find what makes you different. That touch, that focus, that value that only you can bring. And once you have it clear, make it visible, but without sounding like the others or repeating what has already been said a thousand times.
Sometimes that first push goes through improve your visibility from minute one, and there a good SEO agency can make a difference. Because no matter how good you are, if no one sees you… you don’t exist.
3. Lack of visibility and data about the customer
In B2B you are not always as clear about who your customer is as in B2C. Many times you go half blind, because you don’t have so much data, no completed forms, no comments saying “this interests me.”
Most of the time it touches you to understand what they are looking for, draw on experience or wait for the sales team to tell you: “Hey, I think this is where the shots go.”
And of course, with so little visibility, getting the message or strategy right becomes much more complicated. It’s like playing “guess who”, but without the glasses on.
4. Integration of platforms and processes
In B2B marketing you use many tools: CRM, email marketing, analytics, and the list goes on. The problem is when you try to make everyone understand each other… because, honestly, sometimes it seems like mission impossible.
Every platform goes to its own ball, has its own language, its own logic, its own way of working. And when you try to connect them, it feels like you’re assembling a puzzle with pieces from different boxes. Spoiler: they don’t quite fit.
5. Limited scalability
Growing always sounds great, but in practice it’s not as simple as saying “I double the investment and that’s it.” In B2B, scaling without losing the personal touch costs… and a lot.
Because of course you can’t treat your customers as if they were numbers in a table. Each one needs their pampering, their strategy, their way of communication.
Now, if you want to attract fast and targeted traffic, an interesting option is to lean on a PPC agency who knows what they’re doing. Of course, look for one that doesn’t spend your entire budget in two days… there are those too.
And well, if you have read this far, there is something I would like to tell you: B2B marketing doesn’t have to be gray or boring. Ok, yes, there are longer processes, eternal meetings and more steps than in a Christmas recipe… but in the end you’re talking to people.
When you know your customer well, you know what worries him and you offer him content that really serves him, you stop being “the one who sells” to become “the one who helps”. And if you add a little bit of storytelling, humor and strategy, even the most technical product can click.
So now you know: check what you are doing, add a little sparkle, and don’t be afraid to try new things. Because in a world full of PDFs that look like they were taken from the last century, Whoever dares to do it differently without ceasing to be professional shines.
