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    « Web 1.0 vs. Web 2.0 | Main | Macy's Holiday TV »

    October 28, 2007


    Jeff Packard

    Mr. Spock

    Shamir Adnan

    Nice... huhu

    Gavin Heaton

    Agree ... but it is a challenge to reposition. If you are a buyer on the B2B side of the equation a wrong decision can impact your career -- you may be purchasing something worth many thousands if not millions of dollars -- not a $5 bar of soap. The buyer must also be seen to do due diligence ... so there are pressures coming through at all angles.

    Having said that, I do agree ... and I think there are huge opportunties for brands who get this right. We will, afterall, respond enthusiastically to the right approach no matter whether it is B2B or B2C.

    Scott P. DeMenter

    What most B2C advertisers don't understand about B2B are the little differences. Example (to steal from Bobby Bly's book, B-to-B Direct Marketing):
    1. The business buyer WANTS to buy. In fact needs to buy. That's why God made purchasing agents.
    2. The business buyer is sophisticated. They want--and can decipher--spec sheets, technical details, and in-depth content.
    3. The business buyer will read long copy. Because of point 2, the copy usually needs to be long to provide the info necessary.
    4. Business buying is multistep. It's not like selling toothpaste and beer. These are often very expensive and complex purchases.
    5. Business buying involves multiple influences. That's why emotion plays less of a role in B2B--because it's not just one person's decision. They need to justify their decision logically to others who may need to approve and/or agree with it.
    6. Business products are generally more complicated than B2C products. Selection, usage, and application mean purchases are not made strictly on impulse (unlike many B2C purchases).
    7. Business buyers buy for their companies--and for themselves. This is where emotion comes in. But not how you think. Business buyers avoid purchases that will make their jobs more difficult, make their expertise less important, or otherwise make worklife a pain in the ass.
    So it's true, most B2B looks rather unappealing when you're not the target audience. Which is as it should be. If it tried to appeal to everyone, then it would truly be rubbish. (Although to the point, B2B advertisers should better effort to humanize their corporate image. No one but a Klingon wants to do business with a Vulcan. Is there a Uranus joke in there somewhere?)

    Rob Mortimer

    Absolutely. I see so much B2B stuff and its almost all totally rubbish. Its as if they see managers and directors as robot business machines.

    Yes they want to make a profit, but they are still human!

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