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Personal connections are more effective than advertising. In the B2B world, deals are built on personal connections and recommendations. Potential clients are interested not only in the quality of the product, but also in the professionalism of the company.
The transaction cycle is longer than in B2C. Wholesale purchases, choosing a supplier, and an agreement with a franchisor are not spontaneous decisions. Months and years pass from acquaintance with the brand to the purchase.
Advertising is not always targeted at decision makers (DM). In B2C, the decision to purchase is most often made by the same person who will use the product. In large companies, professional products are selected by specialists who work in production.. And the decision to purchase is made by a senior general or commercial director - and targeting him is useless: he is unlikely to know all the aspects that are important for an employee who will use a B2B product.
It is difficult to separate B2C and B2B queries. Queries like "buy a product in bulk" are too low-frequency. B2B clients lithuania consumer email list have to be attracted in contextual advertising using B2C queries: “buy a product”, “buy a product in Moscow”.