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Every business is different, and this is why it is essential to have a specified marketing plan. In Lead Generation, increasing the quantity and quality of leads is crucial. Businesses must know the two main market models: business-to-business (B2B) and business-to-consumer (B2C). But identifying your market model is only the first task.
Below is a short and, hopefully, concise guide for companies wondering how to build their marketing, lead generation, and sales team in either a B2B model or B2C model:
Business-to-business, or B2B, is a situation wherein one business engages in a commercial transaction with another. This process usually takes place once:
- A company is sourcing materials from other businesses for their production processes.
- A business is using other businesses’ services for operational aims.
- A company participates in distributing products and services that other companies manufacture.
Adapting this model and engaging in B2B transactions requires understanding its differences and similarities with other models.
In marketing products to businesses, a business will deal with critically knowledgeable customers. A high level of expertise is required when communicating with focused audiences. Marketers must understand the products and services sold, including the technical details, after-sales service, problem resolution, and client management.
This model is intended for long-term buyers. A solid relationship between businesses must be established.
Business-to-consumer, or B2C, is a transaction directly between a company and its consumers, where the consumer is the end-user of the products or services. Examples of businesses using this framework are:
- Electronics (computer and gadgets) companies
- Software and games companies
- Clothing, accessories, and make-up companies
- Drug companies
- Car companies
- Food companies
This type of commerce is most effective with consumers who already have positive feedback on the company’s products and services.
The Biggest Difference between B2B and B2C Marketing
Regarding lead generation, marketing, and the sales process, the most significant difference in characteristics between business and business-to-consumer is the above. The longer sales cycle in a B2B sales process is supported by more rational decision-making and emphasizing building relationships. On the other hand, the impulse- and brand-driven B2C market will have a shorter sales cycle by necessity. For a lead generation service, it is essential to separate B2B from B2C as a team established with characteristics specific to the market model will pay more dividends.
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