In the business world, Anglo-Saxon terms have been used for many years now. Indeed, it is not uncommon to hear people "cancel" a meeting or "do an update".
Some of these barbaric terms are even used as acronyms, such as B-to-B. But what is BtoB, also known as B2B, BtoB, be to be, or B 2 B? What does this term mean and above all, what does it really represent?
I propose to give you a complete overview of B to B by giving you a definition and some explanations on the difference between this term and B to C and B to B to C. Finally, we will look at the specificities of this sector as far as digital marketing is concerned (after all, that's the subject of my blog, isn't it?).
What is B to B?
First of all, I will give you a definition of B to B. Then I will explain the difference between B2B and B2C. Finally, I will present the case of B to B to C.
BtoB, which is an abbreviation of the English term business to business, is a term used to designate all commercial relations between two companies. In French, it can be translated as "commerce interentreprises".
An example of BtoB could be a cleaning service company marketing a maintenance package at Apple. This is one company contracting with another company.
B to C, the opposite of B2B
B to B is the opposite of the B to C (business to consumer) sector, which refers to all commercial relations between a company and the general public, i.e. the end consumers.
What is the difference between B to B and B to C?
In the same vein, it is also interesting to mention B to B to C, Business to business to consumer, an abbreviation that designates the activity of companies that market goods and services to companies that, in turn, sell them to the general public.
The best example of this is a wholesaler selling products to a shop which in turn sells them to consumers.
The specificities of B2B
The BtoB sector offers the specificity that the end-user of the product or service is generally not the decision-maker or financer. Indeed, when an employee identifies a good or service that meets his or her needs, he or she cannot generally validate the purchase without the approval of his or her hierarchical superior.
What are the specificities of BtoB marketing?
In digital marketing, B to B offers several specificities that must be taken into account. For example, inbound marketing is now an indispensable strategy for any company wishing to market services to other business entities via the digital channel.
Inbound marketing and lead nurturing, the key to a successful strategy
In recent years, inbound marketing has established itself as the most effective lead acquisition and conversion strategy in B2B digital marketing. This marketing technique is particularly effective in btob because it makes it possible to create and maintain a link between the company and a prospect, in order to make him or her become a customer via marketing mechanisms.
Moreover, inbound marketing means marketing automation and lead nurturing strategy.
Lead nurturing is the set of marketing actions that allow you to keep in regular contact with an Internet user interested in your product by pushing adapted content through a lead management tool.
In concrete terms, lead nurturing means planning a series of e-mails that will be sent to a target Internet user in order to get him/her to become more and more seriously interested in your product/service. This e-mail scenario must include a good distribution of commercial e-mails and informative content e-mails, to keep the attention of the target Internet user.
What is the use of defining your buyer persona in B2B?
Marketing professionals are now everywhere and are not limited to B2C! It is therefore certainly no coincidence that in these cases we see more and more communication agencies offering their clients buyer persona workshops to find out more about their potential customers.
Indeed, in order to be able to reach them, professionals often have recourse to rather expensive advertising space purchases, and they therefore have no right to make mistakes if they do not want to spend their money unnecessarily. Taking the time to define your buyer persona will save you time later on and ensure you are talking to the right people.
It is a common misconception that you can define your persona in just a few minutes, but sometimes you only need to confront some ideas in a company to realise that the reality is quite different: it often takes half a day to define 3 to 4 personas that are essential for your company, and the exercise allows you to obtain information such as the name, age, or even the profession of your priority target.