Integrating B2B Marketing Strategies to Improve B2C Effectiveness

This essay explores the adaptation of Business-to-Business (B2B) marketing strategies for Business-to-Consumer (B2C) campaigns, highlighting the differences and similarities between the two approaches. It emphasizes the importance of sales funnels, research, niche marketing, and personalization in both contexts. The essay discusses how B2C marketers can benefit from B2B techniques like lead generation and feature-centric marketing, while also stressing the need for emotional connection and brand awareness. Ultimately, the paper concludes that while B2B focuses on logical planning and strategic partnerships, B2C requires a blend of rational and emotional appeals to build customer loyalty and drive sales, and that strategies from both can be integrated for success.

Running head: B2C MARKETING STRATEGY FROM B2B MARKETING STRATEGY
B2C MARKETING STRATEGY FROM B2B MARKETING STRATEGY
Name of the Student
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1B2C MARKETING STRATEGY FROM B2B MARKETING STRATEGY
The approach of marketing for consumers and other businesses are different from
each other, yet they also have similarities (Brennan, Canning and McDowell 2017).
Marketing to business mainly has more information than attractiveness. There is no play of
emotions in business to business marketing as there is in business to consumers where
tapping into human emotions and forming a link with the consumers is important. The
consumer marketing strategy must have catchy and attractive qualities that leave a mark on
the minds of the people. Marketing in business to business is more difficult as compared to
business to consumers, in business to consumers the advertisement can reach numerous
people and can achieve their objective much more easily as compared to business to business
where the advertisement and marketing campaigns must be designed specifically to reach a
particular niche (Mencarelli and Riviere 2015). The decision making process in business to
business is more time consuming than it is in business to consumers as the decision making
process in business to business mainly lies in the hand of the management level people,
however in business to consumers the decision can be made by many people, making it easy
to target them. Both these purchases have the same underlying motive that is how the product
or service can benefit them. Both these strategies though have the same goal that is to sell
their product and service the manner in which they sell their products differ (Liu, et. al 2018).
There are many differences that are there and must be addressed to in the marketing strategies
that are made for them. In this paper, how the marketing strategies of business to business can
be used by business to consumers to increase their effectiveness will be discussed.
Business to Business marketing strategy must start with the basic of a sales funnel. A
sales funnel is the process a consumer takes when purchasing a product or a service. Having a
sales funnel is important, as it can be the basis on which a strategy can be implemented to
attract different businesses (Сарвас, 2019). The sales funnel of a successful business to
business campaign should have five steps; Awareness, Consideration, Preference, Purchase

2B2C MARKETING STRATEGY FROM B2B MARKETING STRATEGY
and Loyalty. The company must first start with increasing its brand awareness and creating
leads that can be converted (Bradford, Johnston and Bellenger 2016). Increasing the
awareness will have more people that will get to know about the business and the products
and services that they are offering (Makkonen and Johnston 2014). Generating more leads
means attracting customers that are interested in gaining more knowledge about the services
and products that are offered by the business. The leads first start off as strangers and then are
converted to visitors who then become the leads. Once the lead is generated, the business
must keep in mind four theories that are why the customer will need to buy from the
company, how the company can make life easier, what the USP of the company is and why
the company is different from that of its competitor.
The Business strategy must start with proper research. Research is the basis of any
marketing strategy. The marketplace research, brand awareness research and detailed
scientific study will be helpful for the business to take decisions that are more informed and
detailed. Conducting a research will help the business serve the clients in a much better
manner (Holliman and Rowley 2014). The research provides a vision in the running of the
business. The research will aid the company in analysing the aspects that are working for
them and the aspects that are not working for them. The business to business campaign is a
niche driven. The businesses must focus on a particular segment rather than the whole
market. Focusing on the niche will help the company to serve its clients in a much more
focused and concentrated manner. The marketing strategies that are used by business to
attract other business can be both traditional and personal. Traditional methods of marketing
is expensive yet it has a wider reach and aids in creating a long-term impression on the minds
of the people (Kleinaltenkamp, et. al 2015). The personal selling is more direct and is one of
the best ways to understand the needs of the customers. This method though has the least
possibility to scale; it however provides the most conversions. Examples of the business to

3B2C MARKETING STRATEGY FROM B2B MARKETING STRATEGY
business marketing strategies include having a website that is well structured and provides all
the relevant information to the clients that are interested in the business. A decent website
helps in conversion of the lead to a potential client. The businesses must have a supply and
procurement exchange system, where companies can buy from suppliers directly, request
proposals and have bids to buy a product at a particular price. These websites aid the
exchange of the products and obtaining them (Möller and Parvinen 2015). The business must
use social media as a strategy to reach out to more business that are interested in buying the
service or the product. The marketing of the business to business depends on the strategic and
the logical planning of the product. In business to business, it is important to focus on the
features of the product. The marketing in business-to-business segment has a huge
competition and to have an advantage one must be unique in the industry (Gregory, Ngo and
Karavdic 2019).
In the business to business sector, there are many companies in both the
manufacturing and the retail segment. The basis of the business to consumers Company starts
from a business to business company, as every company needs raw materials in order to
provide services and products to the consumers (Möller and Parvinen 2015). The most
common example of a business to business company is the automobile manufacturing
market. These companies have to procure raw materials to build a final product that can be
used to serve the customers.
In traditional business to consumers marketing strategies the company endorses
campaigns to certain individuals by advertising and selling the products to the direct
consumers that they use in their daily lives (Baker 2014). In this marketing strategy, the focus
is on how the product will be useful in creating a value in the lives of the customers that use
the product. In business to consumers the consumers buy the products that will benefit them
instantly, thus the business to consumers marketers have a small amount of time to market

4B2C MARKETING STRATEGY FROM B2B MARKETING STRATEGY
and change the consumer behaviour. For a business to consumers marketing campaign to be
successful the campaign must have an emotional connect with the consumers. Understanding
the basic needs of the consumers will help the company to market the product in a better way
that highlights the usefulness of the product or the service (Hofacker, Malthouse and Sultan
2016). The marketing campaigns that focus on the consumers must follow the trends that are
prevailing in the market, the customer purchase habits also must be closely inspected and
lastly the competitor’s moves must be monitored to comprehend the needs of the consumers
to gain the top position in the market.
Business to consumers marketing strategies is important as in the present times the
traditional marketing channels are losing their value and the digital media sites are gaining
more popularity. The sites can be used to engage the customers, increase brand awareness
and image. A clear and robust image on the internet will help the business in maintain the
image that they want to create in the minds of the people. This helps the company in having a
direct contact with the customers and create a brand loyalty among the consumers (Baltes
2015). The business to consumers marketing is an activity that is amid the business and a
consumer who uses the product for their own individual use. Business to consumers
marketing is a personal process and the goal for a business is to create an association with the
customer for them to buy a product or service from the business. A sound marketing strategy
can assist the business in acquiring customers. Business to consumers marketing encourage
the business in understanding the customer psychology that can be used to influence the
target group (Hofacker, Malthouse and Sultan 2016). To increase the sales in business to
consumers there must be personalisation in the strategies of marketing. The traditional
methods of marketing are becoming obsolete and thus there has to be different ways that can
be used to understand the basic needs and wants of the consumers as to satisfy them
(Perreault 2016). Having a satisfied customer base increases the loyalty that the customers

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have towards the business, which will result in the retention and repeat sales. With the change
in the technology, the marketing scope of the business to consumers also changes. These
trends must be followed by the companies to meet the expectations that the customers have
from the business and to reach to new customer bases that can be turned to loyal and repeat
purchasers.
There many strategies that can be used by the business to consumers marketing from
the business to business marketing strategies to help them gain more advantage. The business
to consumers companies must also use a sales funnel marketing approach to know whom to
target and whom not to (Habibi, et. al 2015). The sales funnel will help the company in
identifying the new comers, who can be converted to leads, who can then be converted to
buyers and repeat buyers (Bradford, Johnston and Bellenger 2016). A business to consumers
company must also have an attractive website that has all the details that a consumer might
need in order to explain the features of the product and the service and how it will be useful
for the consumers. As the business to business marketing is mainly feature centric the
business to consumers marketing must also be feature centric as well as use centric for the
customers to gain more knowledge about how the product or the service can be used and be
useful at the same time (Makkonen and Johnston 2014). The business to consumer marketing
strategies must be rationally as well as emotionally driven for the consumers to want to buy
the product. In the world we live in today, the customers are rational as well as emotional,
thus both these tactics must be used in order to gain a customer (Wang, Rod and Deng 2017).
As stated earlier that business to business marketing is mainly done to generate lead and the
business to consumer is done to increase brand awareness and image, the business to
consumer companies must also focus on generation of leads, which will assist in gaining
more consumers. The business to business companies must also focus on niche marketing
strategies like the business to business companies to have a more personal touch with the

6B2C MARKETING STRATEGY FROM B2B MARKETING STRATEGY
consumers, for understanding their needs and wants in an improved manner (Gregory, Ngo
and Karavdic 2019). There must be a system where the company can measure the
performance of the marketing camping to know what will work for them and what will not
work for them. In business to consumer campaigns, the message that is to be addressed
should be focused on for the consumers to know how the product can be useful for them if
they purchase it.
From the above discussion, it can be concluded that both business to business and
business to consumer marketing strategies and campaigns differ from each other, yet their
essence is how the product or the service will be useful for them after they purchase it.
Business to business campaigns are more niche focused and develop personal relationships
whereas in business to consumer the target group is large and there is little to no personal
relationship. The business to consumer campaigns must learn this technique of
personalisation in order to understand their consumers in a better manner. The business to
business marketing campaigns is feature driven and rational, while on the other hand the
business to consumer campaigns are use driven and emotional. One can also conclude from
the above discussion that the business to consumer strategies should likewise use a supply
chain funnel and focus on gaining and converting leads. Converting leads will help the
business to gain more consumers and to retain the existing customers. Increasing the
customer base and having loyal customers is the main goal for the both the marketing
strategies.

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