What has been said so far should make you understand
Posted: Sat Apr 05, 2025 5:44 am
B2B: the decision-making process
If we talk about decision time, we find another substantial difference between B2B and B2C marketing. In the consumer market, there is impulse buying, the message arrives and the sale happens. This mechanism is completely foreign to the B2B market. As we have seen, several variables influence commercial purchases.
We also remember that in the case of a highly engineered and customized product, a key element is the proposal of a solution immersed in the reality of the purchasing company. This situation requires the intervention of marketing, sales, but also the technical department that has to design the customized solution.
why messages focused on the concept of “scarcity” (last items, last days, hurry up, last chance, etc.) have little appeal in B2B marketing.
Highlight the quality of service
Here (B2B), the emphasis is on quality in a service. And we're serious: many companies in the B2B market avoid hiring a particular service provider, for example, because they find the market price strange. Imagine, for example, that you own a company that provides SEO services to a marketing agency .
Going deeper, imagine the following structure: a consumer fax lists comes to the marketing agency requesting an SEO optimization service for their personal website. The agency then goes on standby to analyze and prepare a quote – at least that’s what it tells the client, but in reality it goes out to find a company that provides services in the area.
After much research, you realize that an optimization service costs around R$7,000.00 with everything included. So, you find a company that does this type of service, but charges only R$3,000.00.
From here on, one of two things will happen: either you will close the deal because of the low-value opportunity (low chance of this happening), or you will not close the deal because you think you will be hiring a low-quality service (high chance of this happening).
Between motivation and emotion
Whether a customer is B2B or B2C, the ultimate motivation for a purchase is to enjoy the product or service. For a B2C customer, the purchase also serves as a reward. For a B2B customer, the purchase aims to improve a process, make the company more competitive and, ultimately, increase revenue.
So, is emotional buying completely unknown in B2B marketing? Yes and no. We are referring to the initial concept of the article: B2B is not a relationship between companies, but rather between people who in different ways represent companies.
If we talk about decision time, we find another substantial difference between B2B and B2C marketing. In the consumer market, there is impulse buying, the message arrives and the sale happens. This mechanism is completely foreign to the B2B market. As we have seen, several variables influence commercial purchases.
We also remember that in the case of a highly engineered and customized product, a key element is the proposal of a solution immersed in the reality of the purchasing company. This situation requires the intervention of marketing, sales, but also the technical department that has to design the customized solution.
why messages focused on the concept of “scarcity” (last items, last days, hurry up, last chance, etc.) have little appeal in B2B marketing.
Highlight the quality of service
Here (B2B), the emphasis is on quality in a service. And we're serious: many companies in the B2B market avoid hiring a particular service provider, for example, because they find the market price strange. Imagine, for example, that you own a company that provides SEO services to a marketing agency .
Going deeper, imagine the following structure: a consumer fax lists comes to the marketing agency requesting an SEO optimization service for their personal website. The agency then goes on standby to analyze and prepare a quote – at least that’s what it tells the client, but in reality it goes out to find a company that provides services in the area.
After much research, you realize that an optimization service costs around R$7,000.00 with everything included. So, you find a company that does this type of service, but charges only R$3,000.00.
From here on, one of two things will happen: either you will close the deal because of the low-value opportunity (low chance of this happening), or you will not close the deal because you think you will be hiring a low-quality service (high chance of this happening).
Between motivation and emotion
Whether a customer is B2B or B2C, the ultimate motivation for a purchase is to enjoy the product or service. For a B2C customer, the purchase also serves as a reward. For a B2B customer, the purchase aims to improve a process, make the company more competitive and, ultimately, increase revenue.
So, is emotional buying completely unknown in B2B marketing? Yes and no. We are referring to the initial concept of the article: B2B is not a relationship between companies, but rather between people who in different ways represent companies.