Are B2B customers really only professionally involved in buying decisions?

Occasionally I find suggestions on the internet concerning the different customer approaches in B2B and B2C. It is often argued that B2B companies want to be informed about relevant content rather matter-of-fact and in an unemotional way.
B2C companies on the other hand are said to prefer information with a personal and emotional touch. Isn’t it true, though, that we are addressing real people in B2B companies as well? Or are we really just talking to “companies”?

Picture the following scenario: Mr. Company, a pleasant, slightly upset person sits at his desk, longing for factual and unemotional articles which help him move forward with his business resolutions. His employees, separated from any external information sources, wearing ear plugs and eye patches, as soon as they leave the company premises.

That’s the only explanation I can find why people would continue to distinguish clearly between B2B and B2C.

B2B motivations: Blurred Lines?

However, if real people and personalities were to work in B2B companies, the boundaries between business and personal matters would become increasingly blurred these days.

Anyone leaving the office after work definitely reads a business-relevant article every now and then. And certainly he will be pleased, if this article is emotionally and attractively presented, or even provided with an appealing image that encourages him to read it. Actually, it’s a welcome change from the daily routine with all its boring statistics, figures and data he is struggling with.

It is obvious that a certain need for information must be satisfied for products and services, which do not belong to the end consumer section. Why not present this information in a more appealing way? Infographics, in my opinion, are a good compromise in order to display figures, data and facts in a simple and concise, and at the same time attractive form. We are working, for instance, with the tool Piktochart.

Also, I often read that target groups in B2C marketing differ strongly from each other. The same product is bought by many different people who, therefore, need to be addressed individually.

Use Buyer Personas to communicate better with your customers

Just recently, we posted a blog on the subject of personas, outlining the importance of defining minimum 5 different personas. And yes, that is also recommended for B2B companies. Especially when it comes to costly purchases such as investment goods there are quite many people involved in the buying decision. CEOs, Marketing, Procurement, IT and Controlling, they all have different information needs and will certainly not be satisfied with the same data sheet. By not falling into this trap and not lumping them all together, you gain a major advantage over the competition.

And who says that social media is only interesting for end consumers? The fact remains that Google G+ news and posts are rewarded with a better ranking, and platforms like LinkedIn seem to have been created for sharing and discussing relevant business content.

Find out more about how to address your B2B customers with the right amount of professional and personal messages in our blog entry.

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