Posted January 25, 2011 7:05 am by with 2 comments

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The B to B world online is a different marketing animal in many ways. While B to C marketers get all of the attention with their online promotions through Facebook, Twitter etc the B to B crowd slogs through the online world at a pace that maddens some. In other words, they move a bit slower than their B to C brethren.

B to B Magazine (which I recommend you check out on a regular basis) recently did a survey that echoes the “b to b is a little less sexy online” with the results on where increase in spend would occur in 2011. Essentially it’s all about the basics and, quite honestly, I suspect that many of the B to C hares could take a hint from the B to B tortoises. eMarketer shared the following

As for social media the B to B crowd is pretty realistic in that it sees much of social media as a brand building effort. While this is good and obviously important, I think that the B to B players who catch on to the other benefits of social media more readily will reap benefits. Brand building is all well and good but when done correctly social media can do a lot more.

If you are a B to B marketer do you agree with these findings? What makes the B to B space more conservative in its approach to online? Will there be a day when the B to B online space becomes more dynamic like the B to C space or is this just the way it is?

  • As an advisor to B2B web marketers, I can attest to what you report. It’s hard to envision a day where a B2B acts with the agility and speed as a B2C. There remains a lot of red tape, planning, complexity and long sales cycles for the B2B marketer; it forces most to operate with a slow & steady wins the race mentality. Target decision makers of most B2B’s are gear heads & cxo’s — they research, assess and make pragmatic purchasing decisions based on cycles in their own business. When the sales cycle is slow (4-8+ months), you have to align your marketing efforts accordingly. This by default makes it “less sexy” and not as fast-paced as B2C web marketing. Flash, glitz & wow-factors are appropriate for the individual consumer and their impulse to buy something ‘fast’ (and less than $100). It’s just a different ballgame and an apples to oranges comparison with B2B. I do believe savvy B2B marketers will continue to become more edgy, with the likes of video, demos, social engagement and more ‘sizzle’ — but they can’t loose site of their client’s complex needs.

  • Looks pretty good to me. B2B continues to be a consistent and growing segment of online revenues. That won’t likely change any time soon.