by Andy
April 16, 2010
In consumer marketing, the product itself must act as the sales department at the point of purchase. While corporate sales gets distribution of their products onto retail shelves (which itself is a highly complex B2B task and very critical to success), it’s the product (branded or otherwise) that must make the sale to the consumer as they shop. Marketing becomes the invisible sales department that converts the purchase, which is why a strong marketing plan has the heaviest hand in creating that final sale.
The topic of marketing is taught from this POV. Generally speaking, classroom and professional marketing lessons are based on exposing the target audience to marketing tactics (ads, collateral, digital, etc.) that try to create preference and drive purchase of a specific product that sits on a shelf or website somewhere. We drive them to that distribution channel with the singular goal of getting them to make a purchase of our product.
In some cases, marketing efforts are so persuasive that consumers only seek one specific product – forsaking all other options regardless if it is inferior or more expensive. (Good marketing will do that – turn rational consumers into irrational buyers. Turning a blind eye to all competitors is not uncommon – in fact loyal consumers are the cornerstone to long-term success.).
The more likely reality is that consumers are drawn to the distribution channel where a final decision must be made where they then ask themselves, “do I purchase the product I initially intended to buy or something else?” This is where the product itself makes the last stand, which is why the 4Ps and 5Cs and all other forms of consumer marketing theory are so critical.
In the B2B space, products do not sit on shelves for buyers to self-select the option they want at the price point most desirable to their budget. There are many more facets involved, which is why marketing is much more aligned with sales. That’s because much more is involved. Here, B2B marketing has some of the more traditional aspects of marketing PLUS influencing a host of constituents including:
- Raw materials pipeline
- Distribution
- Employee retention and acquisition
- Wall Street
- Competitive separation
- Investor Relations
This is why traditional marketing training can often be irrelevant to the B2B space. When switching from low involvement marketing (traditional consumer products) to high involvement categories, the tools used are very different. It’s not the same.
The reason it’s so different is because we’re targeting customers, not consumers. There is a very big difference between the two. Very big! Customers make large, complex decisions that are very high involvement as the purchase is based on how it will effect the customer over the long-term, not just right now. There are multiple meetings, contracts, agreements, currency issues, financing and more. This complexity requires a deep and synergistic relationship with sales.
Before applying marketing, make sure you know whether you’re targeting consumers or customers. That will make all the difference.
[…] This post was mentioned on Twitter by Lee Kantor, Relevancy. Relevancy said: New posting on the Relevancy Blog. Check it out and post a comment if you're so inclined. http://lnkd.in/5ZWShh […]
[…] This post was mentioned on Twitter by Lee Kantor, Relevancy. Relevancy said: New posting on the Relevancy Blog. Check it out and post a comment if you're so inclined. http://lnkd.in/5ZWShh […]
‘Good marketing will do that – turn rational consumers into irrational buyers. Turning a blind eye to all competitors is not uncommon – in fact loyal consumers are the cornerstone to long-term success.’
Great point here, Andy. Additionally, I think that social media is another non-traditional aspect of marketing worth mentioning. However, B2B marketers are often skeptical when it comes to new media- many assume that it’s only appropriate (or effective) in the B2C arena.
The truth of the matter is, social media can be even more powerful for B2Bs. For example, corporate blogs offer an ideal opportunity for B2Bs to provide thought leadership and facilitate customer interactions, which can actually shorten the sales cycle and build trust. Further, B2Bs often have a smaller, more focused target audience; consequently, they’re easier to reach.
I truly enjoy your posts, Andy- keep up the great work!
‘Good marketing will do that – turn rational consumers into irrational buyers. Turning a blind eye to all competitors is not uncommon – in fact loyal consumers are the cornerstone to long-term success.’
Great point here, Andy. Additionally, I think that social media is another non-traditional aspect of marketing worth mentioning. However, B2B marketers are often skeptical when it comes to new media- many assume that it’s only appropriate (or effective) in the B2C arena.
The truth of the matter is, social media can be even more powerful for B2Bs. For example, corporate blogs offer an ideal opportunity for B2Bs to provide thought leadership and facilitate customer interactions, which can actually shorten the sales cycle and build trust. Further, B2Bs often have a smaller, more focused target audience; consequently, they’re easier to reach.
I truly enjoy your posts, Andy- keep up the great work!
I’ve learned another difference between customers and consumers. Customers expect / demand ‘service’ that consumers place little to no value on. Customers need ancillary interactions with their provider. Consumers, not so much.
Customers want to feel their voice is heard and needs are met. The customer’s desire for a ‘relationship’ with their supplier (and feeling they have it) secures their choices and commitment. And when they don’t “feel it”, Customers will abandon you.
An enterprise interested in attracting and keeping Customers cannot put too much emphasis on “customer service”.
Finally, I completely agree with the comment above. This is a great post. Thanks, Andy! Keep up the great work!
I’ve learned another difference between customers and consumers. Customers expect / demand ‘service’ that consumers place little to no value on. Customers need ancillary interactions with their provider. Consumers, not so much.
Customers want to feel their voice is heard and needs are met. The customer’s desire for a ‘relationship’ with their supplier (and feeling they have it) secures their choices and commitment. And when they don’t “feel it”, Customers will abandon you.
An enterprise interested in attracting and keeping Customers cannot put too much emphasis on “customer service”.
Finally, I completely agree with the comment above. This is a great post. Thanks, Andy! Keep up the great work!
‘Good marketing will do that – turn rational consumers into irrational buyers. Turning a blind eye to all competitors is not uncommon – in fact loyal consumers are the cornerstone to long-term success.’
Great point here, Andy. Additionally, I think that social media is another non-traditional aspect of marketing worth mentioning. However, B2B marketers are often skeptical when it comes to new media- many assume that it’s only appropriate (or effective) in the B2C arena.
The truth of the matter is, social media can be even more powerful for B2Bs. For example, corporate blogs offer an ideal opportunity for B2Bs to provide thought leadership and facilitate customer interactions, which can actually shorten the sales cycle and build trust. Further, B2Bs often have a smaller, more focused target audience; consequently, they’re easier to reach.
I truly enjoy your posts, Andy- keep up the great work!
‘Good marketing will do that – turn rational consumers into irrational buyers. Turning a blind eye to all competitors is not uncommon – in fact loyal consumers are the cornerstone to long-term success.’
Great point here, Andy. Additionally, I think that social media is another non-traditional aspect of marketing worth mentioning. However, B2B marketers are often skeptical when it comes to new media- many assume that it’s only appropriate (or effective) in the B2C arena.
The truth of the matter is, social media can be even more powerful for B2Bs. For example, corporate blogs offer an ideal opportunity for B2Bs to provide thought leadership and facilitate customer interactions, which can actually shorten the sales cycle and build trust. Further, B2Bs often have a smaller, more focused target audience; consequently, they’re easier to reach.
I truly enjoy your posts, Andy- keep up the great work!
Hrmm that was weird, my comment got eaten. Anyway I wanted to say that it’s nice to know that someone else also mentioned this as I had trouble finding the same info elsewhere. This was the first place that told me the answer. Thanks.
Hrmm that was weird, my comment got eaten. Anyway I wanted to say that it’s nice to know that someone else also mentioned this as I had trouble finding the same info elsewhere. This was the first place that told me the answer. Thanks.
The truth of the matter is, social media can be even more powerful for B2Bs. For example, corporate blogs offer an ideal opportunity for B2Bs to provide thought leadership and facilitate customer interactions, which can actually shorten the sales cycle and build trust. Further, B2Bs often have a smaller, more focused target audience; consequently, they’re easier to reach.
+1
The truth of the matter is, social media can be even more powerful for B2Bs. For example, corporate blogs offer an ideal opportunity for B2Bs to provide thought leadership and facilitate customer interactions, which can actually shorten the sales cycle and build trust. Further, B2Bs often have a smaller, more focused target audience; consequently, they’re easier to reach.
+1