A: There are a few key differences between a B2B and B2C buyer's journey, or customer journey. For one thing, B2B sales cycles can be much longer than B2C. Also, B2C customers buy products more frequently, so there might be a few more purchasing decisions.
There are also differences within the buyer's journey — in how marketers engage customers or how frequently. For example, B2B customers probably aren’t receiving a ton of promotional push notifications about B2B products, but B2C customers probably are.
Marketing efforts and tactics for B2B and B2C also differ. For instance, event and webinar marketing is a very specific B2B marketing tactic. If you are a marketer for a B2B marketing agency, you might launch a webinar to show off your new customer experience platform. In contrast, if you were a marketer for a B2C retail brand, you know your customers probably wouldn’t care to watch a webinar about your new shoe line.
B2B and B2C sales teams also behave differently because of the varying number of people involved, amount of buying power, and size of deals and offers. When we talk about sales in the B2C world, we’re talking about the people selling your products in stores. In the B2B world, sales teams have to be a little more proactive. They have to reach out to potential customers and convince them to purchase. This is one of the reasons why B2B has a longer sales cycle.
Also, because the B2B customer journey is long and complex, there are typically more people involved — oftentimes, there are multiple buying groups within one account. In a B2B setting, you might be trying to convince three different departments in the same company to buy your products.