What’s the difference?
You’re spending someone else’s money…
B2B (business-to-business) marketing is marketing of products or services to businesses or other organizations for use in production of goods, for use in general business operations or for resale to other consumers, such as a wholesaler selling to a retailer. In contrast, consumer marketing employs messaging that markets directly to the end user. So what’s the difference?
- B2B audiences tend to be much more focused on value. In fact a buyer’s entire job is often predicated on finding the least expensive solution. So, marketing messages should scream benefit but clearly showcase investment.
- In most B2B verticals there are diverse ranges of marketing sophistication. Clever messaging, superb design and best practice layouts can rise to the top quicker than in a competitive consumer environment.
Because of these facts, VFC has found that B2B marketers who partner with a professional brand management firm like Virtual Farm Creative can realize real measurable results rather quickly.
Our first step is to develop a professional and competitive standard–a style guide that can instantly elevate the brand above the competition. After competitive analysis, VFC develops creative approaches that allow messages of value, dependability and reliability to shine through.
Most VFC clients are business-to-business brands and, after more than 30 years of marketing to their audiences we’ve learned that targets care less about sex appeal and more about efficiently learning what is real.
How do you reach the B2B target?
Unlike consumer marketing, B2B success doesn’t come from displaying a service in a magazine ad or broadcasting a television spot. Instead, B2B marketing success comes from embedding the brand into the industry–positioning the brand as a leader and an expert. Supporting the sales force with effective marketing and things like trade shows have been traditional avenues for B2B success but email list management and social media messaging are opening up new paths for smart B2B brands.