The short answer is, yes, there is a difference. Yes, there are some overlapping strategies that apply across any industry and type of service (think customer segmentation). However, it goes without saying that there isn’t a blanket strategy that you can implement and see optimised results. With that being said, here are some of the key differences you might encounter in your marketing automation strategy between a B2B and a B2C business.

1. Longer conversion funnel

An obvious note of difference is the fast pace conversion time B2C experiences compared to its B2B counterpart. If you’re in a B2B organisation, you may require more incentives and touchpoints to move a customer down the purchase funnel. These can be items ranging from sign-ups, whitepapers, webinar registrations and demo requests. This requires a much longer nurturing process that is individualised and catered. On the flip side, a B2C organisation is quicker and don’t require as much nurturing. However, this doesn’t mean they require any less effort. 

 

2. Different Data

Both B2B and B2C strategies require data, as with most other things but the type of data each looks at is different. To make sound decisions on how to push marketing automation strategies, B2C businesses predominantly look at user behaviour and lifestyle attributes. Things like age, gender, purchase history, category browsed play a key factor in pushing a targeted automated message. On the other hand, a B2B organisation will focus on a different set of information provided by a lead. This includes aspects like where someone sits in the organisation’s hierarchy, company size, type of industry, related software currently in use, etc. 

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3. The value of a visitor

For a B2B organisation, a visitor is valued at a higher level than at a B2C standard. A B2C business is after one individual and their select purchase whereas a visitor for a B2B organisation is after the whole organisation. For example, for a B2C business, a customer from Singtel will be exactly that: targeting that one individual. For a B2B organisation, that customer is valued at the size of the entirety of Singtel. 

 

4. Logic vs Emotional

A B2B business will focus their efforts to get at a visitor’s informed and logical state of reasoning. Why? Because the purchase is for a greater entity (i.e. the organisation) and has to add value at a large scale. This requires much more thorough reasoning that is not governed by an emotional response. Juxtaposing that, a B2C organisation will hone in on an emotional response. As such, the strategy implemented with marketing automation should focus on those reasoning mechanisms in encouraging a sale

 

5. A 1:1 marketing automation strategy vs a 1: all

B2B customers make much more thought out purchases and need a greater degree of individualisation. As such, it is vital for B2B organisations to adopt a 1:1 marketing automation strategy because each conversion is worth more than a B2C conversion (in most cases). 

 

Marketing Automation Services from a leading digital marketing agency Singapore: Digital Squad

Marketing automation is an advancement that prompts scalable growth for both B2B and B2C businesses. However, to fully hone in on the capacity to bring success, processes between the two should be different. Don’t get left behind and more importantly, don’t lose a lead. Whether you’re a B2B or a B2C organisation, let the experts handle your marketing automation strategy. Digital Squad is a digital marketing agency Singapore with expert marketing automation services Singapore. Give them a call today and see how you can use the power of marketing automation