B2B, B2C, B2B2C? Which Applies to You?

On the surface, the differences between B2B, B2C, and B2B2C companies can be defined. But in the end, does it apply to marketing?

In AV marketing, do you keep these frameworks in mind?

For the past five years or so, I've noticed the proclamation "B2B marketing is over!" But I'm not convinced it is entirely over. Instead, like most things, it is evolving into something else. Maybe something better and (gasp!) more human.

Shortly after the rumors of "the end of B2B" made the rounds in marketing circles, around 2015, B2B2C became a new model that combined both. But which should you use as a guide for your marketing?

Jim MacLeod, in a recent marketing podcast recap (see infographic below), explores how the lines between B2B and B2C blur in considered purchases, and how businesses in both areas need to combine analytical (B2B) and emotional (B2C) approaches to succeed.

Do these categories even matter? Your communication ends up going to an individual who is both analytical and emotional. Customer-centric marketing is usually where you will see better sales and ROI so it makes sense for these two to work as more as a Venn diagram rather than separate models no matter what you are selling.

If you'd like to take a deeper dive into this subject and are more on the sales side of marketing and sales, AVIXA is offering a three-day virtual classroom, Selling AV: A New Framework for Informed Customers, Jan. 10-12.

Check out the infographic below. What do you think? What framework do you use when marketing in your organization?

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Go to the profile of Monisha Devaiah
3 months ago

Great summary and points @Kelly Smith . Thank you for sharing!