That’s a great question and I would say it depends on who you ask!

In my tenured marketing experience I have had the pleasure of being on both sides of the aisle and there is one major difference between the two.

In B2B marketing channels your task is to acquire a qualified lead, in B2C marketing you are responsible to generate a sale. At a high-level you would think that it’s more difficult to get someone to pay money to you versus getting them to complete a form or attend a trade show. However, in this blog we’ll cover the three reasons why B2B marketing is a complex due to the multi-channel mix that B2B marketers have to contend with that makes it increasingly difficult arena for them to be successful at.

1. Understanding the Products

The majority of B2B products are technical in nature, and often the teams of people tasked with educating and promoting it are not of a technical background. More times than not most B2B companies are hiring inexperienced entry-level marketers to help promote their complex and niche products. While these individuals are often talented and make an honest effort it can be difficult for them to ask the right questions to understand the product/service in the way that they need to.  It is incredibly important for marketers to be well trained on product line/services and offerings. This allows them to find ways to create meaningful value propositions that connect with your prospective buyers.

2. Audience

B2B marketers often run into an obstacle of having to create authentic engagement with audiences that they are not a member of. However, this is why the way in which you communicate with your audience is critical.  As brand’s become more relevant in today’s increasingly connected world it is important that your communications not just be product driven. Additionally, it is crucial that your marketing team does the appropriate research to understand the targeted audience. A few dollars spent early on could have compounding benefits as resources are poured into testing a well-balanced marketing mix.

3. Buying Process

In B2C marketing, selling would seem pretty straight forward. You advertise to the end-user and they purchase the product through the appropriate location. In the B2B marketing you often find webs of dealers, distributors and/or manufacturers reps. So marketers are constantly struck with the dilemma of where to invest their limited resources that will create meaningful ROI. In these situations, it is important to create an effective push-pull strategy. You must put effort into creating an end-user demand so that your sales channels are asked about it and it is equally important they they are confident in not only answering prospects questions but be confident in the delivery of the product/service.

However, there is hope! As the world continues to shrink in our connected environment, businesses and consumers are more aware of the brand’s they choose to align themselves. This is good news for marketers who are ready to create a true brand experience that makes someone feel a personal connection with the product/services they choose to purchase. In the end, people purchase an experience no matter how big or small the transaction is and that applies in both their business and personal lives!