The similarity in writing and editing business-to-business (B2B) and business-to-consumer (B2C) publications is that you need to speak persuasively to both groups. The differences lie in each group’s buying process.
B2B transactions can be complex. Many stakeholders usually participate in the buying process, lengthening it from inquiry to sale. B2C transactions are simpler. The buyer usually conducts a purchase without significant input from others, and conducts the transaction rather quickly.
How companies approach these two groups differ greatly, for each has different needs and buying styles. In her article Marketing for B2B vs. B2C–Similar but Different, Debra Murhphy, small business marketing coach, provides a detailed description of each audience and how to market to them.
With exception to high-end electronics or other expensive items, consumers typically don’t need detailed and lengthy information about the products they purchase. In other words, B2C buyers don’t need to read white papers or case studies to make purchasing decisions. Shorter publications such as flyers, brochures, tweets, and web copy can help make B2C sales.
Not so with B2B sales. Even though a flyer or brochure may pique interest, B2B buyers need more information to justify purchases because the dollar amounts at stake run into the millions. Longer publications, such as white papers and case studies, tailored to each stakeholder help B2B buyers along the purchasing process.
Related Reading
What Are B2B Publications?
Rita Braun writes and edits B2B publications for people who research, teach, market, and sell. Take a look at her work samples here, and contact her here.
