B2B and B2C email marketing: two worlds in the same galaxy

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Beyond the acronyms, the difference is the target audience we are addressing. A B2C (business to customer) campaign is one that a company carries out to sell to an individual end user.

For example, when we have a coffee at the corner bar we are making a B2C transaction, just like when we buy a pair of running shoes at Decathlon.

While in B2B (business to business) we “attack” another professional or company . A SaaS, such as billing software for SMEs, is a clear example of B2B sales.

However, the reality is that we always, always, always sell to people . Another thing is who we bill, but the decision will always be made by someone with a name and surname, not an SL or SA.

That is why we say that they are two worlds in the same galaxy: because they orbit around users who may be individuals or companies, but who are, above all, people.

However, the context does change in B2B.
Because we sell to humans, but the circumstances in which the turkey whatsapp number database sale to an end customer or a company takes place are different.

Therefore, there are a number of particularities that you will have to take into account when putting together your B2B mailing strategy , and here are the 4 most important ones:

● The duration of the relationship with the client : it is usually brief in B2C (normally ending with the sale) and longer lasting in B2B, since, even when contracted by projects, contacts usually last over time.

● The sales cycle: traditionally short-term in B2C (sales on the spot or with a short reflection period) and long-term in B2B (with cycles of weeks, months and even years).

● The average ticket: in B2C, it is common to work looking for a high sales volume and a low ticket (in general, not all brands are like this), while in B2B the sales are of greater value, but they occur less frequently.

● Decision making: it is based on short-term desires and benefits in B2C and in B2B they are more thoughtful and logical decisions. In addition, customer service is much more valued.

For this reason, B2B and B2C email sequences should be different. You can sell to an end consumer with an express offer, like those offered by Amazon.

With a company, you're in a tough spot if they don't know your brand or the professionals behind it beforehand; hence the importance of what we're going to talk about next.