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B2B versus B2C Marketing Adjustments

Coaching Tip

One of the biggest differences between B2B and B2C worlds is marketing. B2C companies invest millions to understand the various personas, segments, demographics, and geographical nuances to help them determine how to position and manage their brands to appeal to the faceless masses. Number of customers — B2C firms usually have 100 to 1,000 times as many customers for a similar amount of revenue. By Guest Author Sean Geehan.

B2C 27

The Art of Applying STEM: Why STEAM Matters

General Leadership

Curator Posts Afghanistan art B2B B2C climate Corporate culture Deborah Mills-Scofield Design for profit military NATC-A NATO not-for-profit Society STEAM STEM Switch and Shift Understanding

B2C 127

Make “YES” the First Word Clients Say, Not the Last

Women on Business

Guest Posts b2b sales b2c sales Sales sales tips small business sales We''ve Moved! Update your Reader Now. This feed has moved to: [link] If you haven''t already done so, update your reader now with this changed subscription address to get your latest updates from us. link].

B2C 13
B2C B2B Tips 13

Leaders Take a Chance

Lead Change Blog

After Lyle hired me, I saw the position profile the recruiter had used for the placement: 10+ years management experience in a B2C service industry, bachelor’s in accounting required, law degree preferred, and a working knowledge of telecommunications.

B2C 52

10 Insightful Social Media Quotes from Smart CEOs

C-Level Strategies

” (B2C Company). ” (B2C Company with overwhelming majority agreeing). ” (B2C Technology company). I’m quite fortunate to be part of the team at CEO Connection , working closely with our CEO members on a daily basis as Chief Relationship Officer.

Media 107

Every Business Is (Or Should Be) a Social Business

Mills Scofield

The differences were more along traditional business characteristics: virtual vs. physical product or service, B2B vs. B2C, etc. Mali Health Clinic. I believe the distinction between social and non-social business is a false dichotomy. And yet, it’s one we continually want to make.

B2C 98

How B2B Marketers Can Get Started with Social Media

Harvard Business Review

That’s because not all social media discussion revolves around B2C products. It’s important to note that the social media channels and the content that’s consumed and shared will be very in different in the B2B world, so assumptions should not be drawn from B2C case studies.

B2C 6

On leadership: My video interview with serial entrepreneur Chris Ducker!

Bernd Geropp

With his company Group Live2Sell Chris offers quality inbound call center services and Telemarketing services for B2B and B2C. Shift in marketing: It is not important if it is B2b or B2C. Serial Entrepreneur Chris Ducker. Two weeks ago I attended the New Media Expo in Las Vegas.

Santa Claus and Google. The same or just a coincidence?

Strategy Driven

The week between Christmas and the New Year presents an amazing opportunity to any person who is B2B, and many B2C. After nearly 60 years of a wavering belief in Santa Claus, I have come to a major AHA! Santa Claus is actually Google. Think about it: Google knows when you’re sleeping.

B2C 46

The Art Of Social Selling

Eric Jacobson

If you are a salesperson or sell a product or service, make, The Art of Social Selling , the next book you read.

B2C 11

Stop Selling and Add Value | N2Growth Blog

N2Growth Blog

Today’s consumer (B2B or B2C) does their homework, is well informed, and buys…they are not sold. I "sell" day to day B2c and B2B and its about relationship and problem solving.

Blog 72

How Leaders Can Help Develop Customer Service Strategies

Tanveer Naseer

A customer focused business, whether B2C or B2B (we all have customers), is more profitable and has greater longevity. The following is a guest post by Adrian Davis. Period. Research has proven that businesses that aim to be more customer-centric have a 24% higher net profit, and have a higher profit per employee than ‘the other guys’ (those that aren’t customer focused). Let’s not concentrate on this however.

CRM 32

How Leaders Can Help Develop Customer Service Strategies

Tanveer Naseer

A customer focused business, whether B2C or B2B (we all have customers), is more profitable and has greater longevity. The following is a guest piece by Adrian Davis. Period. Research has proven that businesses that aim to be more customer-centric have a 24% higher net profit, and have a higher profit per employee than ‘the other guys’ (those that aren’t customer focused). Let’s not concentrate on this however.

CRM 32

Book Review: Find Your Next

LDRLB

Although most of the examples are B2C companies, there are still insights for B2B organizations and non-profits. Leadership is a directional task. It involves moving people toward a new, mutually desired future. But many times businesses don’t feel like moving, especially large corporations. Even if they do, finding the direction to move toward can be cumbersome and confusing.

B2C 8

How Sales Reps Can Succeed in the Social Era

Harvard Business Review

The personal connection is equally important in B2B as B2C sales — so long as you are not just competing on price and there is risk in the purchase decision, prospects will always be inclined to buy from someone they feel they know, like, and trust.

Media 11

Stop Treating B2B Customers Like Digital Novices

Harvard Business Review

Consumer-facing (B2C) companies like these and many others have long realized the power of online digital networks to address the questions or issues of their customers. When your laptop malfunctions, you usually can find a fix on an Apple or Dell user forum within minutes.

B2C 6

Despite Dire Predictions, Salespeople Aren’t Going Away

Harvard Business Review

In the late 20 th century, a proliferation of media options made buyers aware of products before talking to a salesperson, more so in B2C, but also in B2B markets. Today, buyers increasingly use the web to evaluate purchase options in both B2C and B2B markets.

B2B 6

Recommended Marketing And Social Media Conferences For Marketing Professionals 2013

Krishna De

Their one day conference is a great opportunity to hear from peers in B2C marketing including Asda, Carlsberg, Chiltern Railways, Coca-Cola, Heathrow Airport, Honda Motors and Universal Music.

What's The Future Of Business By Brian Solis

Eric Jacobson

Here are his answers : Question : When you consider all the Business-To-Consumer (B2C) companies in the U.S., Arrogance + Ignorance = Irrelevance We live in a time when the line between B2B and B2C is eroding. What is B2B or B2C truly about any way? Incredibly relevant.

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Quantifying the Impact of Marketing Analytics

Harvard Business Review

This use metric has a positive and significant effect on both outcomes even after controlling for marketing analytics spending, product vs. service, and B2C vs. B2B. Marketing analytics is becoming big business.

ROI 12

How Industrial Systems Are Turning into Digital Services

Harvard Business Review

These three big shifts are now playing out in nearly every industrial market, regardless of whether it is B2C or B2B, high- or low-asset intensity.

B2C 12

The Internet of Things Needs Design, Not Just Technology

Harvard Business Review

As B2C companies rush to exploit new IoT applications, pushing technology to potential end users no longer works. Gartner Research predicts that the typical family home will contain as many as 500 networked devices by 2020.

Why Self Image Matters in B2B Sales

Harvard Business Review

B2C marketers have long known that the key to a customers’ hearts and minds is to make the connection between the brand and customers’ sense of self.

Important Characteristics Every Business Owner Should Have

Strategy Driven

Whether your business is B2B or B2C, you will still be serving someone. At the core of every great businessperson , is a set of solid characteristics. There are certain traits that every entrepreneur in the world has.

B2C 11

Content Is Crap, and Other Rules for Marketers

Harvard Business Review

The Content Marketing Institute reports that although the majority of B2B and B2C marketers have some kind of content marketing program, less than 40% find those efforts effective. Until fairly recently, the options for marketers were relatively limited.

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Simple Can Be Great!

Mills Scofield

It''s enlightening and eye opening for B2C or B2B2C businesses. Elizabeth Weber ''s recent visit to Lowe''s provided many insights she''s recorded in a great blog on Medium. Innovation doesn''t always have to be grand, expensive and complicated.sometimes, simple is really great.

B2C 2

The Best CMOs Combine 4 Leadership Styles

Harvard Business Review

He challenges many of the traditional notions of big-co B2B marketing — complex, staid, boring — by incorporating more human principles of B2C. I’ve known the Timberland brand from a tender age.

Make Enterprise Software People Actually Love

Harvard Business Review

For a long time, there has been a clear split between business software (often called Enterprise or B2B ), and consumer software (B2C, or simply “products”). There is a big, important change happening in digital product design.

How to Engage Your Customers and Employees

Harvard Business Review

New models of engagement herald the death of B2B and B2C. Social media, social networks, and mobility also herald the death of B2B and B2C as we know them. Most customers now ignore targeted marketing campaigns, avoid responding to offers, and provide minimal feedback when asked.

The Content Marketing Revolution

Harvard Business Review

Ninety percent of B2C marketers use content in their strategy, but few brands recognize the real opportunity in doing so. We are, at present, in the midst of a historic transformation for brands and companies everywhere — and it centers on content.

The Industries That Are Being Disrupted the Most by Digital

Harvard Business Review

Unsurprisingly, the most disrupted organizations were B2C, with media being the most disrupted and telecoms and consumer financial services close behind. We’re at a critical time for the digital economy.

Produce Content Marketing That Customers Care About

Harvard Business Review

For a B2C example, look at Home Depot, whose executives know that customers are eager to do as much of their own home-repair work as possible. You can’t just snap your fingers and produce great content. To get stories and images that people actually care about, you need to address the higher-order problems your customers are facing today or will face tomorrow. You have to do the sustained work of thinking through these problems and coming up with relevant insights.

B2C 8

You Can’t Collaborate Unless You Agree on the Problem

Harvard Business Review

This sort of collaboration has been well-documented in the B2C context (where it’s often called “crowdsourcing” or “co-creation”), but we see it in B2B companies as well. To design and develop new products, it’s not uncommon today to get your research and engineering folks to collaborate with customers and other external stakeholders. In effect, you give these people the right to participate in your innovation process and influence its final outcome.

B2B 8

Use Your Data to Get a Holistic View of the Customer

Harvard Business Review

We are now both a B2C and a B2B company: We own concert venues and are the leading promoter of live events in the world. But like Live Nation, Ticketmaster has a B2C component as well, in that we sell tickets to consumers. A few years ago, at LiveNation Entertainment we were accumulating a lot of data from consumers but weren’t doing much with it—and we weren’t sure what could be done with it (a pretty common situation for companies these days).

B2C 4

What Does Your Brand Sound Like?

Harvard Business Review

But with most B2B and B2C organizations using virtually the same branding tools, they’re arguably seeing less advantage as a result of their efforts — if they’re realizing any advantage at all. Branding is one of the top concerns of CEOs and CMOs, and smart firms are investing as much as ever on branding initiatives — even online. For instance, back in August, eMarketer reported that in the digital area alone, U.S. advertisers will spend approximately “$17.46 billion on branding, or 41.6%

Marketing Can No Longer Rely on the Funnel

Harvard Business Review

In both B2B and B2C businesses, customers are doing their own research both online and with their colleagues and friends. One of the central concepts of marketing and sales is the funnel — through which companies are supposed to systematically move prospects from awareness through consideration to purchase. But consumers are now more informed, connected, and empowered than ever. Does the funnel still work in a digital, social, mobile age?

Doing Business in India Requires a Mobile-First Strategy

Harvard Business Review

Not just B2C companies, even B2B companies such as Rolls Royce and Deere, and technology companies such as Corning and GE better abandon marketing and communication using TV and newspaper channels and instead develop robust digital marketing strategies using mobile. If you want to see how mobile technology can disrupt the very basics of business models and habits established over hundreds if not thousands of years, look at what’s happening in India.

Why B2B Companies Struggle with Collaborative Innovation

Harvard Business Review

Collaborative innovation is a hot topic in the B2C space, where it overlaps with crowdsourcing, but we see B2B players taking an interest as well.

The Fine Line Between When Low Prices Work and When They Don’t

Harvard Business Review

Don’t engage in over-the-top discounting that trains customers, both in B2C and B2B markets, to buy cleverly on price and price alone. Winning with low prices is not merely a game of math in which you stay one notch below the competition; it is far more a game of culture and attitude.

What Does A Business Owner Need To Know When Hiring A Marketing Leader?

Eric Jacobson

Naturally, there will be differences in the B2C, B2B, and nonprofit arenas, but marketing leaders can quickly study the competitive landscape, target market, value proposition, and then recommend viable marketing campaigns. Welcome Debbie Laskey to my blog!