Key Differences Between the B2B and B2C Mindset

Many of the lines between B2C and B2B buyers have become blured. But there are still some critical differences in how folks buy in each scenario, professionally and...

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Xerox Will Demonstrate New Color C60/C70 Printer for Light Production During GRAPH EXPO 14

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USPS to maintain overnight delivery for 66% of current volumes next year

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Key Differences Between the B2B and B2C Mindset

Many of the lines between B2C and B2B buyers have become blured. But there are still some critical differences in how folks buy in each scenario, professionally and personally. B2B buyers are not spending their own money. Yes, this statement can be argued based upon company size. An entrepreneur is typically spending his/her own money, but in mid-to large size firms, the buyers are more often purchasing with money that is not their own. Today, more than ever, the “vendor” needs to justify their role and their value, especially against competitors who will low ball their prices to get in the door. Creating value is the key. B2B buyers want to make the right choice. Recall the famous ad campaign that stated “No one ever got fired for buying IBM.” That thinking still is prevalent today.  If you have a new, innovative product or service, it is often very difficult to get old-line companies to take a risk on trying something that is unproven. It boils down to human psychology. “If it is so good, why isn’t so and so using this?” While most buyers do not want to be me-too followers, they are equally cautious on trying something that is cutting edge, and too new to try. Keep this in mind when developing your marketing campaigns. B2B buyers still want a deal. While they do not lay out their own cash, they still want to show their boss that they made a great deal for the company. Presenting offers, a staple of great direct marketing, will serve you well here as you plan your marketing efforts. Beware of the dreaded TGTBT offer. If it seems “too good to be true,” they will likely pass on even considering you and your firm. B2B buyers are more skeptical than ever. Establishing credibility should be a key driver in your marketing messaging. While you want to focus on the prospect’s needs and pains, you still must include enough pertinent information on your company so the buyer feels comfortable enough to meet with you face-to-face. If you fail to include this key information, the sale will not happen because you will not be invited to quote. B2B buyers do research before they choose. Once you impress them, they will continue to research you and the firm. They have the same power at their fingertips as most consumers, the internet. Thus, make sure you have a compelling, relevant website; client testimonials on LinkedIn and other social sites; and that your sales messaging is consistent with your marketing strategies and tactics. You’d likely be surprised on how often this is overlooked. When it is, you may be eliminated from consideration.

Chief Marketer Listline Sept. 15

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Chief Marketer and NextMark offer a selection of files new to market. The criteria for selection for Chief Marketer Listline is: New list to market in past 7 days Exclusive to list manager Data card quality score 85 or higher on NextMark Data card publicly available online Healthy as a Horse These horse owners have registered for certification with their veterinarian regarding their horses’ health. Universe: 285,271 Price: $190/M Selection: Number of horses owned, breed, age, charitable donor/environmental causes, gender, geo, healthy living, home value, income, length of residence, lifestyle, mail order buyer/donor/responder, marital status, children Contact: PK List Marketing, Inc., Patrick Kagan, [email protected] , (224) 217-5063 Datacard: http://lists.nextmark.com/market?page=order/online/datacard&id=420675 Keekoo.com Dedicated Email & Co-Registration Programs This daily deals site is geared toward pregnancy and baby products/services. Universe: 214,453 Price: $70/M Contact: Target Media Solutions, Inc., Ann Nolan, [email protected] , (770) 205-8666  Ext 107 Datacard:   http://lists.nextmark.com/market?page=order/online/datacard&id=420194 Lower My Bills Auto Insurance Leads These individuals have signed up online to research and compare insurance rates. Universe: 2,394,980 Price: $120/M Selection: Age range, child’s age, credit card, donor by type, email, date of birth, gender, geo, income range, length of residence, lifestyle, mail order buyer Contact: Adrea Rubin Media, Inc., Alan Zamchick, [email protected] , (646) 487-3772 Datacard:   http://lists.nextmark.com/market?page=order/online/datacard&id=417286 RetireSafe This advocacy group educates seniors on issues pertinent to them, such as Medicare, Social Security, finance, health and security Universe : 58,488 Price: $85/M Selection: 3-, 6 or 12-month recency; gender; $5+ or $10+ donor; SCF/State/Zip Contact: Infogroup, Donna Clark, [email protected] , (402) 836-5129? Datacard:   http://lists.nextmark.com/market?page=order/online/datacard&id=420205 Supreme Lender These highly active payday loan seekers have an average age of 28 and an average household income of $28,500. Universe: 1,200,000 Price: $100/M Selection: Age, geo, income Contact: Carney Direct Marketing, Jennifer Le, [email protected] , (949) 581-5100 x 314 Datacard:   http://lists.nextmark.com/market?page=order/online/datacard&id=420191 Casey McClay is a client success director at NextMark .   The post Chief Marketer Listline Sept. 15 appeared first on Chief Marketer .

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