What is B2B Marketing and B2C Marketing? Today we will discuss these two concepts, their advantages and some success stories. This is a fundamental distinction when planning campaigns and to have success in our strategies. So that you have it very clear, we will explain the metrics for B2B marketing and B2C marketing, what they are and success stories.
What is B2B Marketing? This stands for "business to business", that is, from company to company. This type of marketing, therefore, is not directed to final consumers but to other companies, either to sell raw materials or other products that need (for example, office equipment). In the marketing business to business the customer is primarily interested in optimizing processes. Transactions normally have a higher value than in the consumer market. Because of these characteristics, the B2B marketing is based on rational arguments. What matters are not the emotions, but the characteristics of the product or service.
The B2B market is "thirsty for knowledge" and wants the most complete information possible through formats such as videos, downloadable materials or catalogs. In short, it tries to explain the objective characteristics of the product extensively and detailed.
The next question to be solved is how to measure the success of B2B marketing campaigns. And it's not an easy question: according to a recent study by MarketingProfs, only 21% of marketers are able to measure the ROI of their content campaigns. Are you already one of them? If not, we suggest these five metrics to begin to measure outcomes in B2B Marketing:
If you want to go deeper on this section you can read the post, 5 marketing metrics you probably don’t know about.
Volvo Trucks has very clear objectives marked: to bet on content marketing and make everything in a single format, video. This could have backfired on them, but eventually they came out with a great strategy.
The truck division of the automotive brand launched in late 2014 the video called The Casino. The first month it got 3 million views.
This brand strongly bets for the contents in audiovisual format, as previously conducted in the campaign Live Tests, composed of 6 videos where boring technical features of the truck in an entertaining and fun are tested. The results were very positive:
Undoubtedly the star of the video series is called The Epic Split with Van Damme. That has today has 82 million views. This shows that you can make global communication in B2B Marketing.
What is B2C Marketing? On the other hand, we have the Business to Consumer Marketing, where actions are always directed to the final consumer. The result is that rational doesn’t win, but the emotional factor is the most important. Overall, sales in the B2C market are less valuable and more impulsive. The consumer does not give much importance to the objective characteristics of the product but what it brings to your life or makes them feel. Therefore, in this type of marketing communication it is more creative, subjective and emotional.
How can we measure the success of our marketing B2C? These four key metrics are a good place to start:
In Cyberclick we have worked with different B2C companies. One of our success stories is the campaign we did for Renfe-SNCF. The actions taken were:
The final results were very positive:
We managed to improve the SEO of their website, attract new visitors by advertising content, creating a presence on social networks, increasing the number of subscribers and covering different promotions and CSR actions. In short, fantastically designed content to reach consumers.
You know we always love to inform and keep up with everything that is related to online marketing and digital advertising. You already know that we are here to help you with any doubts you may have to develop your campaigns.