B2B is Not B2C...But At the Same Time...It Sort of Is

B2B (Business-to-business) sales and marketing have some key differences from B2C (Business-to-Consumer) sales and marketing. Just to name a few…

• Feedback loops are longer (often times much, much longer)

• Buying decisions are often made by a committee, or at least consult a committee of stakeholders

• Decisions are often restricted by a budget ceiling that’s often veiled or not yet decided

That’ being said, there is still a C behind the B. Let’s unpack that a bit.

Businesses are Made of People

Businesses aren’t soulless organizations. They are made up of people. People have a connection to other people. They are attracted to people in theirs newsfeeds, the accomplishments of their friends, they entertain them, and most importantly, people are the foundation of our relationships.

Relationships are the alpha and omega of B2B sales and marketing. Is a categorical fact. When we talk about advocacy (word-of-mouth) being as ‘good as gold’, that’s because people give great recommendations to those who do great work for them, which strengthens the business relationship between two parties. Relationships open doors and bring new opportunities from existing clients. And why is this? Because they are made up of people. The feedback loop might be incredibly long, as previously stated, but it still starts and ends with a person. The buying decision is made by a committee instead of an individual person, often times, but it still made by people.

Relationships Connect the Dots

So what does all this add up to? Focusing on the human element, and the relationships that can be formed and strengthened as opposed to treating B2B sales as transactional. The word ‘cringe’ comes to mind every single time I hear the word ‘lead’. I understand this is a common term in the world of sales and marketing, but at the same time it feels hollow, empty, and perhaps…one-sided. If you’re in the world of B2B, my advice is to never consider your audience as a one time transaction, but rather a human being on the other side that needs your help. Your business/organization is simply a group of people helping other people, not one faceless organization helping another faceless organization.