What works for the average consumer may not always be effective for a business. The latter is characterized by two key features that influence marketing strategy and website design: a more complex sales cycle
and niche targeting.
1. More complex sales cycle
Business-to-business sales cycles can last for months, sometimes more than a year, making some B2C marketing tactics less applicable. For example, an eCommerce site in a B2C environment might use scarcity to create a sense of urgency and encourage impulse purchases.
In the example below, Russian clothing brand Sorry, I'm Not uses the principle of scarcity to create the feeling that the trousers are in high demand and may not be available later:
The product page notes that there are only one pair of trousers left in stock.
The product page notes that there are only one pair of trousers left in stock.
This is unlikely to work in B2B sales, as acquisition decisions can take several months to complete and typically involve multiple decision makers—an average of 6-7 people, according to one case study .
The length and complexity of the buying cycle means that B2B customers are less impulsive. However, it is a mistake to assume that they are completely immune to emotion. The argument that B2B india phone number data buyers are “rational” often made ignores emotional values such as trust. The fear of making a mistake by ordering from an untrusted vendor can be a powerful motivator.
B2B clients
B2B clients
B2B customers are less likely to fall prey to traditional marketing tactics like scarcity, but they are not purely rational buyers. For example, they tend to trust trusted and reputable suppliers.
2. Niche targeting
B2B customers typically target smaller market segments. B2C also has its micromarkets, but most companies have a smaller pool of potential buyers (which is why account-based marketing is especially suitable for companies targeting a few dozen or hundreds of potential customers).
Take Nike. Their direct-to-consumer business is aimed at everyone. Their B2B division works with a select number of retailers, including higher-end boutiques, to which they ship limited-edition sneakers (like the popular Jordan line).
Nike and other companies must sell the same product in two ways:
retailers - then the product comes to the fore as a source of sustainable profitable sales;
end users - then style, status, quality or other value is highlighted.