In 16 years of working in ecommerce, I’ve handled large and small firms in a number of industries. One recurring matter is the distinction between B2B and B2C promoting.
On this put up, I’ll share my involvement with each varieties.
Web site Expertise
When discussing web site expertise enhancements, I all the time level out that B2B shoppers turn out to be B2C after working hours.
Ought to the onsite expertise differ for one group or the opposite?
The technique may very well be completely different, however not the general web site expertise. If he orders cleansing provides, a B2B purchaser ought to anticipate an identical course of as buying for his residence.
The widespread necessities are:
There’s little distinction, in different phrases, from the angle of a human shopper. Does the positioning make sense? Is the corporate reliable? Are costs aggressive?
I do know of ecommerce firms that incorrectly assume B2B shoppers push order types by way of a system and thus require solely a bare-bones expertise. The businesses present little on-line customer support and anticipate patrons to phone-in questions.
The issue, nonetheless, is the patrons are used to B2C buying with intensive onsite assist — stay chat, FAQs, how-to movies. They don’t usually need to communicate on the cellphone.
Years in the past, I labored for an ecommerce firm with B2B shoppers within the on line casino and lodge industries. In the course of the 2008 recession, these massive buying departments laid off many staff. The remaining patrons required fast and simple on-line ordering. That was novel then, nevertheless it’s commonplace now.
Promoting Technique
Whereas a simple web site expertise is kind of the identical for each buyer varieties, the acquisition and promoting methods usually are not.
I’ve acquired B2B prospects through chambers of commerce, membership golf equipment, and, sure, direct in-person conferences. Commerce exhibits and area of interest occasions are usually good acquisition channels, too. And I’ve bought items to distributors that resell to customers.
Every channel usually requires particular pricing, akin to instant reductions, group buys, and backend rebates. And the channel might require a gross sales rep relying on the amount and development potential.
Pricing for customers is way easier.
