Stefanie Kir
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Sharpen Your B2B Communications And Focus on the Audience

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Deft business-to-business marketing requires a strategic view and more careful planning than business-to-customer does. You need to speak with a consumer who has vested interest in where their money is spent and you need to convince them that your company is well equipped to provide them a valuable return on investment.

The differences between B2B and B2C are paramount

Customers in the B2C marketplace are by nature fickler than their B2B counterparts. B2B requires an ongoing investment, therefore it benefits the business to foster a lasting relationship with their service providers. After all, their returns on investment will be larger if they deliver more themselves.

A B2C customer, though, usually purchases products that are disposable. Whether food, cleaning products, clothes or otherwise, a consumer purchase is often one among many and, when it is used up, it can be replaced by one of another brand. The lower price point means that consumers are less hesitant to try a new product, with not as much fear than their investment is going to waste.

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Developing a tailored communication strategy

What does this mean for structured communications? As businesses conduct much more research before purchasing a product or a service than a standard consumer would, the service provider would be wise to provide a surplus of information to help their business consumers make the right choice.

This could come in the form of data-driven whitepapers, purposeful infographics and highly informative blog articles, especially if they’re written by a leader in your organisation. In producing this content, you position your brand as an expert and make the decision of your target consumer even easier.


The aim of your business marketing – whether they be whitepapers or otherwise – is to give an indication of your brand’s position in the market.

Your content, therefore, should cover a range of topics to show what you’re capable of. On the other hand, you should be wary of trying to cover everything. Covering one area – and doing it well – is much more effective than writing content on ten different areas, but doing it half-heartedly.

Business-to-business communication also means you have a lot more insight into who your customers are. It is likely that, even before you have made a sale, that you know a good deal about their business. During the initial sales process, you’ll gather information about their intentions and be able to tailor a pitch to their needs.

The right research provides valuable insight that can shape the way you communicate with your consumers as a whole; over time, you’ll build up a picture of trends and patterns and be able to write content that will tap into your consumer base.

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By Stefanie Kir

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